NBA Monocle
ON THE ROAD
The National Basketball Association (NBA) might be a sports league at its core but the values that it promotes are deep and expansive, improving the lives of many people across the globe. In Monocle’s second NBA showcase, we sit down with three of the organisation’s key figures. The ambition and scope of their work sees them grow the league’s brand and the sport globally, through values including sportsmanship and teamwork, and the promotion of fairness and diversity, including in regions like the Middle East and Africa, as well the NBA’s home turf in the US.
On-court action from July’s NBA Summer League in Las Vegas, where up-and-coming players showcase their skills in front of league and team executives.
global expansion
ALL IN PLAY
Ralph Rivera, the NBA’s managing director of Europe and the Middle East, has been the driving force in the league’s move into the UAE, with pre-season games in Abu Dhabi in October, the launch of the Jr. NBA Abu Dhabi League. He approaches his job with tact and an understanding of the joy that basketball can provide.
Managing Director, NBA Europe and the Middle East, UK
Ralph Rivera
What is the most exciting thing about the NBA?
There’s a good story for every team. Who wouldn’t want to see young players like Trae Young in Atlanta emerge or the renaissance of Steph Curry and Klay Thompson in Golden State? The NBA is about stories.
How does the NBA juggle important social issues with running a business?
The NBA shares common values across the organisation, from team governors to players and fans, including equality, respect and freedom of expression. These values are near and dear to us and guide all we do. We have a great relationship with the Players Union and use our platforms to drive meaningful change in communities in the US and around the world.
How do you deal with the promotion of NBA values, established in the US, overseas?
Our mission is to inspire and connect people through the power of basketball. The values I mentioned have long defined the NBA and travel with us everywhere we go. As a North American-based basketball league with fans and players from around the world, the values of our game are the foundation for all we do.
The NBA regularly works with former players to teach basketball to young people across the world. Robert Horry won seven NBA championships and participated in the inaugural Jr. NBA Abu Dhabi League, a youth basketball league for 450 boys and girls ages 11-14 from across Abu Dhabi. He tells us about his work.
NBA Legend, USA
Robert Horry
Why did you choose to work with the NBA?
It is always fun to travel to new places and have the opportunity to talk about basketball and share life experiences with those who don’t get a chance to see NBA games and players live. It is a joy to pass along knowledge to up-and-coming competitors.
What impressed you about the recent Jr. NBA Abu Dhabi League Finals?
The fact that there were so many children from so many different countries there to play a sport, to have fun and learn the game. Sometimes people forget the effect of sports on children: there’s no hate, it’s just joy, laughter and exercise. Unification is the biggest thing that comes out of this – the NBA provides a space where you can lay down differences. For me, travelling abroad, being an ambassador and coming into young people’s lives to teach them is great for them – and it’s great for me too.
Dawn Smyth oversees the NBA’s international youth development programming. That includes the Jr. NBA programme that recently launched in Abu Dhabi. Her work helps children learn fundamental basketball skills and the underlying values of the Jr. NBA: teamwork, respect, determination and community.
NBA International youth Development, USA
Dawn Smyth
Tell us about the values of the NBA.
The league promotes a lot of values around player development, being a good global citizen and being not just a basketball player but a positive contributing member of society. Our Jr. NBA programme reflects these values. Before the pandemic, 60 million youth in 72 countries were involved in the programme.
Why does the NBA do this?
The league sees the opportunity to make an impact around the world in youth development, community development and health development.
Share with us a Jr. NBA success story.
The Jr. NBA introduces young children to the game and gets them bouncing a ball from an early age. Hugo Besson, a French player who was recently drafted by the Milwaukee Bucks, participated in our Jr. NBA program in France in 2014. To see people like Hugo succeed is so energising for me.
Robert Horry is just one of the NBA legends who passes on their knowledge of the game to children around the world, including those involved in the inaugural Abu Dhabi Jr. NBA League.
For more, visit monocle.com/nba
