Outgoing chief advertising officer (CMO) Tammy Henault has put her stamp on the Nationwide Basketball Affiliation (NBA).
By way of superstar cameos and cinematic storytelling, the marketer has helped cement the NBA’s place in tradition whereas courting a world fan base since becoming a member of in 2022. Throughout her tenure, Henault helped the NBA break attendance data, reaching its second-highest numbers for the 2024-2025 season following an already record-breaking season prior.
Now, after three years within the position, she’s preparing to step down. Advertising and marketing will likely be led by “the group’s present management staff on an interim foundation,” per an NBA spokesperson, whereas the league searches for a brand new CMO.
“What a unprecedented privilege it has been to assist develop and evolve one of the vital iconic manufacturers on the planet—increasing our world viewers, deepening fan engagement, driving digital innovation, and strengthening the NBA’s cultural influence,” Henault wrote in a goodbye message on LinkedIn.
Listed below are 4 of the buzziest campaigns that helped Henault and her staff flip the script for basketball and make historical past.
1. ‘We’re All within the Finals’ (2023)
Henault’s first star-studded marketing campaign for the league landed on social, linear TV, and the NBA app in Might 2023.
Produced by Brooklyn company Translation, the hero spot captured the worldwide pleasure surrounding the NBA Finals and the whirlwind of feelings that followers and gamers expertise throughout each sport.
Set to “Hometown Glory,” by British artist Adele, and narrated by actor John Malkovich, the 60 second advert confirmed NBA legends, sports activities icons, and celebrities watching the finals with bated breath. Cameos included rapper and NBA ambassador SUGA and skateboarding icon Tony Hawk. TV host and comic Jimmy Kimmel and NFL champions Peyton Manning and Eli Manning additionally featured.
The spot closes with NBA icons Larry Chicken and Magic Johnson marveling at their mixed championship rings.
Within the run-up to the finals, the league relaunched its Larry O’Brien Trophy tour, sending the {hardware} to rub shoulders with well-known people like Tom Brady, Mariah Carey, Fats Joe, Dangerous Bunny, and UFC champions.
The 2023 tour was a success on social, garnering greater than 200 million video views and attracting almost 100,000 followers throughout Fb, Instagram, TikTok, and X.
