We had the pleasure of recently hosting Leah MacNab (Managing Director, NBA Canada) for a Lumency Lunchtime Series. The conversation covered topics such as how the NBA has been navigating the complexity of the postponement of live events due to COVID to diversity and inclusion in the NBA and basketball in general, and being a female leader in sport.
ABOUT LEAH MACNAB
As Managing Director of the NBA, Leah MacNab is responsible for the development and growth of the league’s business in Canada, including television and digital media, marketing and retail partnerships, licensing, special events and basketball development.
MacNab first joined the league in 2005. In 2015 she was promoted to NBA Canada’s Senior Director of Global Marketing Partnerships, and in 2018 received the Canadian Sports Business “5 to Watch” Award—recognizing her as one of the top sports executives in Canada under 40 years old. She assumed her latest role in August 2019.
IN THIS LUMENCY LUNCHTIME SERIES…
Leah MacNab and our President & CEO, Ian Malcolm, discussed how the NBA has approached fan engagement during the COVID hiatus, how basketball has been innovating and developing (particularly in Canada), and what hidden opportunities and learnings COVID has surfaced.
Highlights include:
- How the NBA has adapted its content strategy due to COVID, from re-airing the 2019 NBA playoffs to implementing new social campaigns.
- How the occasion of a new team winning the championship (like the Toronto Raptors), can create a regional “halo effect” of increased fan engagement, higher merchandise sales, etc.
- How the NBA is cultivating diversity in professional sports, from roughly 1/3
aof NBA teams having female coaches on staff to the NBA being the first of the major North American Professional Leagues to have a female referee. - How to be an effective team leader through a pandemic, and how to be intentional about growing one’s own career.
SEE BELOW FOR A PARAPHRASED RECAP OF THE CONVERSATION:
On COVID’s impact on the NBA’s TV and social programming…
- The NBA and Canadian broadcasters made the immediate adjustment of re-airing 2019 NBA playoffs in its entirety, allowing fans to relive the joy and memories of the Raptors 2019 Finals run.
- NBA Entertainment and ESPN sped up production on “The Last Dance” 10-part series—which was originally scheduled for June—to drive further engagement.
- The NBA implemented new campaigns including #NBATogether, which features roundtable discussions and interviews with players, coaches, and other league personnel to help connect communities during social distancing. They also introduced the Jr. NBA at Home platform where current and former players appeared in videos showcasing ways to stay healthy in quarantine without a ball or hoop.
On “The Last Dance”…
- So far, the series has been widely appreciated by viewers from all generations and backgrounds, including those who are not typically interested in basketball. It has been a unifier and a shared experience for so many searching for social connection.
- “The Last Dance” has provided a platform for older fans to relive past experiences, while also providing them with an opportunity to teach their kids or relatives about the history of the game.
On how COVID has impacted the future of the NBA’s strategy and operations…
- From a content and fan perspective, the NBA will focus on showcasing more of the fans moving forward. Expect to see a rise in user generated content, and a fan-first focus.
- COVID presents an opportunity to try new things, which is very exciting for the NBA. The league will likely test a lot of new ideas and experiment with ways to improve the overall fan experience.
On innovation in basketball and in the NBA…
- Two things that are essential to fostering innovation is the readiness to learn and fail, and the openness to hear ideas from all areas of the business. As an organization, you cannot have innovation without failure, and to have innovation thrive you need to embrace the failure and the learning that comes from it. To foster a culture of openness and innovation, an organization must implement structures that promote ideas from all areas of the business. A commitment to innovation requires a commitment to hearing everyone.
- Due to the globalization of the NBA, innovation surrounding fan engagement will continue. An important factor in innovation is whether it’s sustainable—the most successful projects are those that can be scaled across markets.
On the NBA’s role in the development of basketball in Canada…
- The NBA and NBA Canada support Canada Basketball initiatives and growth wherever possible. Currently there is a focus on ages 5 – 12, where kids are introduced to the game in a non-competitive environment. The Jr. NBA Youth Basketball program promotes physical literacy and activity of all kinds, rather than instilling purely basketball-specific skills.
- A marquee event for NBA Canada and Canada Basketball is the Jr. NBA Global Championship, a tournament hosted in Orlando. This tournament is used to showcase the best young talent from around the world, and a way to educate the players on personal branding and the importance of one’s public image.
On what the NBA Championship could mean for basketball in Canada…
- The championship was a major unifier amongst Canadians, with one in two Canadians tuning into a portion of the NBA finals. The finals provided a platform to highlight the inclusivity and acceptance of basketball and the NBA.
- Based on the Raptors performance in the playoffs, sponsorship activation grew by 46% and licensing doubled. A championship usually creates a “halo effect” in a specific area, often lasting three or four years, where basketball fan engagement and merchandise sales often increase. Toronto has a unique advantage due to the majority of a country supporting the Raptors, on top of already passionate local fanbase.
- While COVID has significantly impacted the number of grassroot programs that the league can run, the new digital landscape presents the opportunity for creativity and innovation.
On diversity, inclusivity and being a female leader in sport…
- The NBA has always prioritized diversity, inclusion, and acceptance, stemming from the emphasis the league has put on training and education.
- The NBA has always been a leader amongst pro sport leagues in terms of providing opportunities to women and people of colour. Roughly 1/3 of NBA teams have female coaches on staff and the league was first to have a female referee.
On leadership…
- Everyone is adapting to this new normal differently. Being in a leadership position during this time has highlighted the need for leaders to be understanding and accommodating, especially surrounding individuals’ home lives.
- The importance of being transparent has also been reinstated. In times of uncertainty and change, people really value transparency and information sharing. As a leader it is essential to help clarify what success looks like in the current environment.
On career advice…
- In order to grow and develop, it’s extremely important to seek out feedback, and ensure that it’s not just feedback that you want to hear—surround yourself with people who care about you, but who aren’t afraid to give you honest and constructive criticism. It is also important to believe in yourself—if you don’t believe in yourself, no one else will.
- Regardless of the situation, it is always important to keep looking around the corner and have an eye on the future. Ask yourself, “Where is my industry going and where should I focus to move forward?”
Thank you to Leah for joining us and sharing her thoughts and perspective!
As we all navigate the pandemic and the new normal, we are glad to see people like Leah at the forefront working to keep fans engaged, offer new opportunities to consumers, brands and partners, and foster growth and development across a number of arenas.
Leah also generously volunteers her time in a monthly ‘coffee chat’ geared toward junior people interested in the industry. To inquire about joining Leah’s monthly call, please reach out to her directly at [email protected]
By: Kirby Zdrill
