Jeff Sanchez

I am currently the Director of Talent Management and Influencer Content for the NBA. My first role at the league was in production management. And what you would consider the influencer space now was just traditional celebrities – actors, recording artists, tastemakers and the like. We’d tap into those relationships to work with them for our events. The creator space has transformed to where celebrities, social media influencers, YouTubers are now the content creators. A key change has been that we approach these relationships as more of a partnership versus asking them to do A and B on our platforms. My current role and title didn’t exist before I got here. The work I do has morphed and developed into what it is today and being able to lean into these changes proved beneficial over time.