Kent Christian, the EMEA region's Associate Vice President for basketball's most recognisable brand, the NBA, opens up about the importance of driving global growth in the sport, both in terms of participation and general interest. He discusses the events that the organisation rolls out, from junior level, right through to the marquee professional games. He highlights the importance of a creative and visionary approach to market delivery. Ultimately, he says the work is rewarding and the opportunity is there for both the brand and those wishing to join it in pushing the boundaries further still.

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