Meet The Executive That Oversees The NBA's Game Play

Forbes

Prior to joining the NBA in August 2016, Mr. Spruell spent 20 years at Deloitte LLP, most recently as its Vice Chairman, Central Region Market Leader. He spearheaded the firm’s client and business growth and strategic positioning across 22 states consisting of 31 offices and more than 14,000 Deloitte professionals across the region. He also served as Chicago Managing Principal, supervising talent and community involvement initiatives in the local office.  Mr. Spruell has served on several charitable boards and committees, including World Business Chicago and the Civic Committee of the Commercial Club of Chicago, and is active in various nonprofit organizations, including the United Way, Big Shoulders Fund and Chicago Urban League. He is currently on the boards of the Museum of Science and Industry, Northwestern Memorial HealthCare and Metropolitan Family Services in Chicago and the Jackie Robinson Foundation in New York.  President of League Operations at the NBA, Byron Spruell, sat down with Forbes Senior Writer Jabari Young to discuss the state of the NBA, All-Star weekend, and the four things he needs to remain balanced.   0:00 Introduction 1:32 Byron's Position And His Background In Operations Management 4:31 How Sports Commemorates Heroes 9:14 How The NBA Translates To Overseas 12:01 Byron's Sports Background 17:14 Byron On The Importance Of Good Leadership  22:01 2024 All-Star Weekend 31:42 The Difference Between A Good NBA Season And A Great One  Subscribe to FORBES: https://www.youtube.com/user/Forbes?sub_confirmation=1  Fuel your success with Forbes. Gain unlimited access to premium journalism, including breaking news, groundbreaking in-depth reported stories, daily digests and more. Plus, members get a front-row seat at members-only events with leading thinkers and doers, access to premium video that can help you get ahead, an ad-light experience, early access to select products including NFT drops and more:  https://account.forbes.com/membership/?utm_source=youtube&utm_medium=display&utm_campaign=growth_non-sub_paid_subscribe_ytdescript  Stay Connected Forbes newsletters: https://newsletters.editorial.forbes.com Forbes on Facebook: http://fb.com/forbes Forbes Video on Twitter: http://www.twitter.com/forbes Forbes Video on Instagram: http://instagram.com/forbes More From Forbes:  http://forbes.com  Forbes covers the intersection of entrepreneurship, wealth, technology, business and lifestyle with a focus on people and success.

Transcript

00:00 [MUSIC PLAYING]

00:02 Here back at the NBA All-Star Game in Indianapolis,

00:06 the 24th annual NBA Tech Summit.

00:09 And I am joined by President of NBA Operations,

00:12 League Operations, Byron Spurwell.

00:14 Thank you so much for your time, sir.

00:16 Last time I saw you, we were in your office.

00:17 That was like 2019?

00:18 Yeah.

00:19 We were talking about a lot of stuff.

00:20 That's before the pandemic and everything.

00:22 Yes, before the pandemic.

00:23 And we had our time--

00:24 Vegas, as a matter of fact.

00:25 Yeah, that's right.

00:25 That is right.

00:26 We saw each other in Vegas.

00:26 We saw each other.

00:27 And a lot of stuff was happening then.

00:28 We were talking about Mid-Season.

00:29 At that point, the Mid-Season tournament wasn't even in yet.

00:31 And play-in was still developing.

00:33 That's right.

00:34 Here we are again.

00:35 Listen, it's Black History Month in February.

00:37 So let's start there.

00:39 When you think about Black History Month,

00:40 who stands out to you?

00:41 More-- and ignore the notables, Byron.

00:44 I'm talking about somebody who people may not know

00:47 and who was an inspiration to you.

00:49 Thank you, Jabari.

00:50 Thanks for having me.

00:50 And always a pleasure to visit with you.

00:52 I got to start with my folks.

00:54 They're not notable, if you will.

00:56 But for me, that was the ground.

00:57 That was the foundation.

00:58 We grew up in Cleveland, Ohio.

01:00 I got a brother and a sister.

01:01 Brother's since passed.

01:03 Sister's still going.

01:04 She's eight years older than me.

01:07 But my parents, Eva Ray and Walter Spruill,

01:10 were the foundation for me.

01:12 And they were-- their work ethic, their common sense,

01:14 their business sense.

01:16 We weren't poor.

01:17 We weren't rich.

01:18 Right middle class.

01:19 And they knew how to really build us up.

01:21 And education was the key.

01:23 So for me, it's my parents.

01:25 I could give you notables, President Obama and others.

01:30 But for me, the foundation.

01:32 Absolutely.

01:32 Starts at home.

01:33 The Spruill.

01:33 Yeah.

01:34 Starts at home, man.

01:34 Thank you.

01:35 Well, listen, you're in charge of when people watch the NBA,

01:38 when they see the calls, when they see the--

01:41 this is all under your department.

01:43 You control this.

01:44 The midseason tournament, the play-in,

01:46 you're the brains behind this.

01:48 And so it's a privilege, absolutely,

01:49 because I don't think a lot of people

01:51 know that there's a black man behind the scenes that

01:53 are helping the NBA run its operations.

01:56 When you think about the role that you sit in today,

01:58 in the NBA, as a black man, how does it feel?

02:02 I don't take it for granted.

02:04 I'm blessed to be in this role.

02:06 It comes with experience and knowledge.

02:10 But Adam told me right away, it's about relationships,

02:12 right up front.

02:13 And so to get a lot of the things that we've got done,

02:15 it's been a huge team effort, a huge team effort.

02:18 But to get a lot of things we've gotten done,

02:20 we never pat ourselves on the back.

02:22 We're always still looking for that next level of excellence.

02:25 But it's been a good journey, if you really think about it.

02:27 Since we last met, we've had the pandemic.

02:30 We worked through that.

02:31 That, Jabari, was actually a catalytic moment

02:34 in that we got through the season

02:36 and finished and crowned the champion.

02:38 But we learned a lot of lessons from that

02:40 that also came more innovation.

02:42 And if you recall, that's when we first introduced-- now,

02:46 play-in tournament, midseason or endseason tournament,

02:49 those concepts have been around for years,

02:51 like since 2008, 2009.

02:53 We've sort of reintroduced it, reenergized it

02:56 since I've been on board.

02:57 Yet, I think it took the pandemic to sort of open

03:01 people's eyes up to less traditional things

03:04 because we had to get through a season.

03:05 And so you'll recall, that was the 8-9 matchup

03:09 for Memphis and Portland.

03:11 Was the first time that we introduced an element

03:13 into real NBA games.

03:15 And that was for the play-in.

03:17 And now it's 7 through 10, and that really matters.

03:19 You've got the three tiers.

03:20 Look at this year, 1 through 6, 7, 8, 9, 10,

03:23 you really are vying for position.

03:25 And then I've got to go to the endseason tournament.

03:28 That journey to get all of the relationships and stakeholders

03:31 in place to agree that we should do something innovative

03:34 and new and different, and boy, did it play out that way.

03:37 Again, not patting ourselves on the back,

03:39 but a good inaugural season for the foundation of this

03:42 moving forward.

03:42 And so when we continue to do things

03:44 that are innovative around the game, it's fascinating to me.

03:47 But it's a huge team effort.

03:48 So I'm just blessed to be in a position

03:51 to help and influence those types of innovations.

03:53 Well, listen, that's one of my favorite parts

03:55 of the innovation that happened over the last few years

03:57 was the play-in.

03:57 I fully feel there's an energy there.

04:00 Teams are already admitting we want to stay out of that

04:02 because they want to play the actual game.

04:03 There's a tear.

04:04 It is.

04:04 There really is.

04:05 Definitely want to dive into that more.

04:07 But we're here at the All-Star Game again in Indianapolis.

04:09 We're going back in time.

04:11 We're revamping it, right?

04:12 East versus West again.

04:14 Yes, sir.

04:14 Adam Cain comes out, and he says, back to basketball.

04:17 Right.

04:18 Taking that to Santa Morgan.

04:19 Right.

04:19 We had fun with it, and now we're going back to East-West.

04:21 That's right.

04:22 But even then, Byron, the East-West matchups

04:24 before the revamp wasn't really--

04:27 you guys went and innovated.

04:28 Why go back now, and what are you looking for?

04:31 Yeah.

04:31 I mean, being in Indianapolis and the community

04:35 here, sort of another heartland of basketball, the Simon family

04:40 and being able to celebrate them,

04:42 longest tenured ownership group, governor group,

04:46 and also just an essence that even when Joe D. said--

04:49 Joe DeMar says, this is the '82 game league.

04:52 We want to get back to the basics, get back to basketball,

04:54 and bring that to all the elements--

04:56 the player participation policy, the end season tournament,

04:59 and now the big one, the third big one for this year,

05:02 which we talked to teams about in the preseason,

05:04 is the All-Star Game and the All-Star Weekend.

05:06 Let's get back to basics, make it

05:07 the East-West traditional classic, and less ball,

05:10 less hoop.

05:11 Let's throw up the ball, and less hoop.

05:13 Not that they were gimmicks, but there

05:15 was something that energized it around the captain's pick,

05:18 the target score, things like that that we've done back

05:21 to Chicago in 2020, which was a good one,

05:23 celebrating Kobe around the 24 target score,

05:26 celebrating David Stern, celebrating the game.

05:29 And that was a very competitive game, the All-Star Game itself

05:32 with AD winning on a free throw, if you recall that.

05:34 Then Cleveland was another good one,

05:36 with LeBron and Steph just showed out,

05:38 being the Cleveland kids, if you will,

05:39 surrounding area of the Cleveland market.

05:42 And now we just want to get back.

05:44 Utah didn't play out as well for us.

05:46 Wasn't a compelling and competitive game.

05:48 We wanted to make sure that we had a format

05:51 to get the guys to go toss the ball up and go hoop.

05:54 So that's been the focus for us.

05:56 And I would just say, one more thing.

05:58 In addition, though, we still wanted

06:00 to bring some sizzle to it.

06:01 So even like for Saturday night, the LED floor,

06:03 that's going to be very interesting to see

06:06 another innovation come into our game,

06:08 not yet ready for the play on Friday night,

06:11 or the actual game play on Friday or Sunday night.

06:14 But for something like this to be introduced

06:16 and what you'll see, particularly

06:18 from a broadcast perspective, I think

06:20 is going to be phenomenal Saturday night.

06:21 So there's still some elements that we also

06:23 want to innovate around.

06:24 Does your broadcast partners have a hand in that?

06:26 Because you look at the All-Star ratings, right?

06:29 It reached a record low, 4.5 million viewers last season.

06:32 That was across two networks.

06:33 And then before that, it was another low in 2021, 5.1.

06:36 What does your partners tell you about ways to rejuvenate this?

06:40 Because they got money on the line, too.

06:42 And advertisers want to see audiences

06:43 so that they can collect there.

06:45 And it's a big ecosystem at play.

06:46 Right.

06:47 All of these tent poles, if you will,

06:49 All-Star game and season tournament now,

06:50 we look at the metrics.

06:51 And certainly, our partners all the way

06:53 through from the media partners in an interesting time

06:57 around negotiations.

06:59 The PA is an interesting partner and vital partner

07:02 to a lot of these things.

07:03 And of course, our teams as well,

07:04 just kind of being part of the whole NBA ecosystem.

07:07 So it has to all work together for us

07:09 to make a difference.

07:11 And I think here, we did focus on those numbers and metrics

07:14 and want to make sure that we elevate the game to really

07:17 do much better.

07:18 And I think Adam has also teased,

07:21 maybe in San Francisco next year,

07:23 there's some element of--

07:24 let's get back to basketball East-West this year.

07:26 But maybe there's some element of US versus world next year,

07:29 even in the offseason.

07:30 We've done that in the sort of rising stars element format.

07:32 Nationalities at play, right?

07:34 And that's the--

07:35 And you think about all the MVPs the last few years.

07:39 Obviously, KD, LeBron, Steph, there's just so much.

07:43 But in addition to that, Giannis and Jokic

07:46 and others who've been able to rise that mantle around MVP.

07:52 So maybe there's something there to get the guys energized

07:55 around a competitive game too.

07:56 So that's easy.

07:57 Well, that court, I'm looking forward to it.

07:58 Made by a German company.

08:00 When was the first time that you seen that glass court?

08:02 Yeah, we saw it video-wise.

08:04 We had a few people on the team after.

08:06 We had a few people on our team that went and saw it

08:09 on FIBA competition.

08:11 And I think it was actually first started

08:13 on a tennis court, somebody told me the other day.

08:15 But this is a while back.

08:16 But when I first got introduced to it, it was on a video first.

08:21 There was a collection of us, Adam, Mark, others.

08:23 We said, wow, that would be interesting to sort of bring

08:26 and introduce it to some element of our game.

08:28 And we think Saturday night now at Lucas Oil

08:30 is going to be fantastic for it.

08:32 Then we got an actual chance to touch and feel it,

08:34 if you will, a section of it.

08:36 We've set up in Secaucus, over where the replay center is,

08:40 on the ground floor there.

08:41 Myself, Joe Dumars, a few of our people from basketball operations

08:44 as well came over, tested it out.

08:46 We had the PA, so Andre and Mutaba come over.

08:50 They were there as well, tested it out.

08:52 And so it was like, wow, this could be special.

08:55 And now to see that small piece in the videos work together

08:59 to now be able--

09:00 I was at rehearsal last night for some of the elements

09:03 of Saturday night.

09:04 And you just-- it's like a wow factor.

09:07 Like, to really see it all come together-- again,

09:09 relationships, stakeholders have to buy into it.

09:11 But to see it all come together, I

09:13 think it's going to be fantastic Saturday night.

09:14 Yeah, I mean, and listen, the money that could possibly

09:16 be made off it, because all the digital displays on it.

09:18 I know I'm getting ahead of myself, but it's business.

09:21 Yeah, it's business.

09:21 And the German company, I mean, they've

09:23 been fantastic partners, again, in all of this.

09:26 I know it's going to be a lot of exposure for them.

09:28 There's some elements to think about in terms

09:30 of how much it costs and then how much time it

09:33 takes to install for kind of real scaling of it.

09:36 But to be introduced this way, we're

09:37 really excited and glad to have a partner like that.

09:40 What's the day-to-day of a president of the league

09:43 operations in the NBA?

09:46 Because I remember at your old job,

09:47 when you were back in the corporate world

09:49 doing professional services.

09:50 And I saw you said a day in the life

09:52 is you're talking to clients and you're helping mentor people.

09:55 But now you're in sports.

09:56 What's the day in the life of your job?

09:58 In a way, Jabari, it's much the same.

10:00 It's still people and relationships

10:02 and working through issues for clients, if you will,

10:05 but just different stakeholders in this regard.

10:07 Yet that sort of intense environment,

10:10 particularly in season, day-to-day,

10:12 around this is my eighth season now.

10:15 And so I can anticipate a lot more versus the first couple

10:20 of years.

10:20 But even with that, there are just

10:22 things that you go through in a day-to-day situation

10:25 that some of it will be sort of normal and rote.

10:28 Others will be kind of, wow, I didn't expect that.

10:31 And so you just work through it.

10:32 And here again, it's a team effort,

10:34 whether it's a officiating issue or some discipline

10:37 issue around basketball.

10:38 Whatever it is, some operational issue, whatever it is,

10:42 we just kind of take it in, understand

10:44 what needs to be done, certainly consult with Adam and Mark

10:47 where needed.

10:48 Rick Buchanan has also been a great ally

10:50 from that perspective.

10:51 So it's really a team effort.

10:53 So day-to-day, it's fantastic.

10:58 In the offseason, you do get a chance to breathe.

11:00 But here again, you're still talking

11:01 about evolving the game.

11:02 So it's always on your mind as to what

11:04 should we be doing next, the competition

11:07 committee which we run, that group of stakeholders

11:10 to make sure we're evolving the game in a way that really

11:13 matters.

11:13 So go back to rule changes and things like that,

11:16 non-basketball moves, transition, take foul,

11:19 things like that where sometimes we're anticipating

11:21 and can get ahead of it.

11:23 Sometimes we are actually a little bit reactive.

11:25 I'll say that.

11:26 But yet, even now, this whole idea

11:29 around scoring and offensive-defensive balance,

11:31 where is that going?

11:32 What should we be doing more of or less of to make sure

11:35 that, yes, our talented players can show their skills

11:38 on both sides of the basketball.

11:40 So the offensive skill is great, and the freedom of movement

11:43 is great.

11:44 But what can we do more about the physicality, et cetera?

11:46 So it's all, like I say, it's fascinating to me day-to-day.

11:50 In-season, a bit more intense.

11:53 Off-season, a little bit more strategic and active

11:57 around engaging and thinking about how

12:00 the game can be evolved.

12:02 Take me back, man.

12:02 You grew up in Cleveland, and you said that.

12:05 Worked in professional services in an accounting firm

12:08 for a number of years.

12:10 Got your bachelor's degree from the University of Notre Dame,

12:13 where you played, right?

12:14 Football.

12:15 Played football, right?

12:17 And in high school, you had this left knee injury,

12:19 which you were going around and recruiting trips on crutches.

12:24 Did you think you were going to be in the NFL?

12:26 Did you want to be an NFL player?

12:28 Absolutely.

12:28 And so I love both games.

12:31 Actually, I started in gymnastics.

12:33 Wow.

12:34 I can still do a pretty good cartwheel.

12:35 I know we're not talking about that.

12:36 But anyway, started in gymnastics.

12:38 So I was blessed to be an all-around athlete

12:41 and also good academically.

12:43 And I told you, education was important to our family.

12:45 That was the ticket.

12:47 And so the basketball, love for it.

12:51 But I was 6'5" center at the time.

12:53 So you know, today, that's a small guard, right?

12:56 But loved the game of basketball.

12:58 Knew that wasn't going to get me to D1 level, more like D3 level.

13:02 But then football was the place for me to get to D1 level.

13:05 And was recruited by a number of schools coming from Cleveland.

13:08 So Ohio State was high on the list, Notre Dame, Michigan,

13:12 Penn State, West Virginia.

13:15 And I also knew that I wanted to be an engineer.

13:17 Because a sixth grade teacher told me,

13:18 Byron, you're so good at math and science,

13:21 you ought to think about engineering.

13:22 So that always stuck with me.

13:23 So undergrad was mechanical engineer.

13:26 Met my wife, who was an aerospace engineer--

13:28 wife now-- at Notre Dame as well.

13:29 So it's been good for us, that whole evolution.

13:32 But where I'm going with it, Jabari, is I

13:34 thought the student-athlete piece of that at Notre Dame--

13:37 at the time, I'm dating myself, but at the time--

13:40 was and still is one of the best places for that combination.

13:44 And coming out, I thought, wow, I

13:48 played against some great, great talent at the college level

13:51 at that time--

13:52 Russell Maryland, Daniel Stubbs--

13:55 just as an offensive lineman.

13:57 And so that knee injury was a blessing in disguise.

14:00 Because I was recruited as a defensive lineman,

14:03 then switched to offense, and ultimately could

14:06 control my body a bit better.

14:08 And it actually worked out where I was elected co-captain

14:12 with Chuck Lanza in my final year

14:14 through the Coach Holtz transition in leadership.

14:16 And so great man.

14:18 We've talked in the past a little bit,

14:20 you and I, about what's important now--

14:21 his sort of win concept, and trust, love, and commitment,

14:24 and things like that that are grounded in you.

14:27 But for me, the opportunity to be thought about

14:30 as going in the draft--

14:32 NFL draft-- didn't materialize for me.

14:37 I ended up going-- because of the knee injury--

14:39 ended up going more the free agent route.

14:43 Wasn't drafted, went to a couple teams.

14:46 Kansas City ended up waving me in what I ended up doing.

14:49 And it's interesting.

14:50 The combination-- it's ironic, actually,

14:52 because the combination of academics and athletics, which

14:55 I thought was an advantage to me,

14:57 ended up hurting me from an NFL perspective,

14:59 because they didn't think I was hungry enough.

15:00 I had finished my undergrad in engineering.

15:03 I had started my MBA.

15:05 And so I was like, OK, I know when

15:06 it's time for me to hang up the cleats.

15:08 That's fine.

15:09 But they didn't think I was hungry enough.

15:11 That sort of ate at me.

15:12 But at the same time, went back, finished my MBA,

15:15 started seven years in consulting, 20 years at Deloitte,

15:18 and now eight years with the NBA.

15:19 So it all has a purpose to it.

15:21 It all has a purpose to it.

15:22 One quick story-- it was fun to actually go

15:25 through the process--

15:28 fun and daunting to actually go through the process

15:30 to interview for my current role--

15:32 two sessions, basically, or two levels of it with the team

15:36 that I'm now part of, the executive team.

15:38 So Adam, Mark, Richard, Ken, and others I've mentioned before

15:41 were part of the interview process.

15:42 And then they said, well, wait a minute.

15:43 There's another level.

15:44 And that was a meet with six governors.

15:46 I won't mention all of them here,

15:48 but six governors-- fascinating discussions

15:50 about what the role was about and what their expectations

15:53 were.

15:53 But again, starting to understand the environment

15:56 and maybe the relationships.

15:57 But long story short, once I get the offer from Adam,

16:01 it was almost like, wow, I didn't make it professionally

16:07 from an athletic perspective to the NFL.

16:09 But great to get a call from the commission

16:11 to join the NBA in this role.

16:14 And for me, again, it's purpose, man.

16:17 Because the first official game for me in 2016

16:22 was watching Adam Silver give out rings

16:27 to the Cleveland Cavaliers.

16:29 Come on, man.

16:29 Yeah.

16:30 I mean, and then years later, all-star games in Cleveland.

16:33 I'm not saying I'm not sitting there in Quicken Loans Arena.

16:35 But the first official game in this role, and Adam Silver

16:38 is giving out rings to the Cleveland Cavaliers.

16:41 I love all 30 teams now.

16:42 Yeah.

16:43 But it's good.

16:43 Yeah.

16:44 I mean, listen, especially, you're a Cleveland guy.

16:45 Exactly.

16:46 You're a Cleveland guy.

16:47 You mentioned Lou Holtz.

16:48 And one of the concepts that--

16:50 the acronyms that always stood out to me was the WIN.

16:53 What's important now?

16:54 And then TLC, trust, love, and commitment.

16:57 We at Forbes, we've got this Forbes BLK community.

16:59 And it's a group of black entrepreneurs, professionals,

17:02 just people that are on the rise.

17:04 And looking for the next piece of advice,

17:06 that saying that might get them to that level.

17:09 What would you tell people about why to take

17:11 those acronyms seriously?

17:14 You never know where those nuggets of advice, leadership,

17:20 mentorship, sponsorship are going to come from.

17:22 In my case, it's my high school coach.

17:24 Coach Black is Lou Holtz.

17:26 At the college level, it's Barry Salzberg,

17:29 who was the CEO of the White at the time.

17:31 He took me under his wing as his chief of staff.

17:33 And then gave me other opportunities

17:35 to lead in that organization.

17:37 And of course now, working with Adam and Mark.

17:39 And so to me, it's all about purpose.

17:43 But with that, when you think about wellness and all

17:45 those things, I've got just four levels of it

17:48 that I want to make sure Byron is always grounded.

17:50 And if Byron is grounded in these and can balance them,

17:54 then he's a happy person.

17:55 And the people around him can be happy.

17:56 And that's take care of your mind, take care of your body,

18:01 take care of your heart, meaning family,

18:03 and take care of your soul, meaning faith.

18:05 And so if you're doing that on a balanced level

18:09 without it getting too much out of balance,

18:13 then I'm in a good place and the people around me

18:15 are in a good place.

18:16 Yeah.

18:17 You are where you are now, right?

18:18 And again, phenomenal career at the NBA.

18:21 And the hunger seems there now.

18:25 But take me back to that young Byron at Municipal Stadium,

18:30 watching the Browns games with his dad.

18:31 Yeah.

18:32 What would you tell that Byron?

18:34 What advice would you give him about what

18:36 to navigate in the future?

18:38 Wow, that's a great question.

18:42 Stay true to yourself.

18:43 Honor your family name.

18:49 And I think my mom and dad would say

18:50 that we've been able to do that, because I say we

18:54 and that the foundation that we talked about earlier.

18:58 And as you stay true to that authentic self,

19:02 have a purpose and impact to it.

19:04 I'm on the Jackie Robinson Foundation board,

19:06 and mine is life is unimportant, but for the impact

19:10 it has on other lives.

19:11 And so great quote from Jackie Robinson.

19:13 I've sort of embraced that as well.

19:15 So from a family element, I want to make sure,

19:18 and I hope my son gets to see some of this.

19:21 But he's 27 now.

19:23 My daughter's 23, wife of 30 plus years now.

19:26 And so we've been blessed.

19:28 And so to continue that tradition and that legacy,

19:30 if you will, for my family, that's important to me.

19:33 Absolutely.

19:34 That's important to me.

19:35 And whatever impact we can make, particularly as Black leaders,

19:38 is important.

19:39 So that's the kind of rounded and balanced advice

19:42 I would give to anybody.

19:44 Be selfish and take care of yourself around mind, body,

19:47 heart, and soul.

19:48 But know that in doing that, that

19:50 is going to have an influence and a cascading

19:52 and a catalytic effect to others.

19:54 Absolutely.

19:54 Yeah.

19:55 Looking at some big picture stuff here, because listen,

19:57 you've got a lot of stuff to do.

19:58 It was All-Star weekend.

19:59 And I see the hunger in your eyes, man.

20:01 You've got stuff to do.

20:02 You've got to keep the energy.

20:03 Absolutely, man.

20:05 When you think about where we were, again, that talk

20:07 we were having in the office and in Vegas,

20:10 what's been the biggest positive surprise

20:12 that the league has endured over these last four years,

20:15 starting from the pandemic till now?

20:20 As I said, the pandemic itself was a big, big, huge--

20:28 I could use other words--

20:29 consulting project for me, from my perspective.

20:33 And so Rick always teased me that I

20:35 was trying to break it down to be

20:37 so simple as like, who's going to play in it?

20:40 Where are we going to be?

20:42 What are we going to accomplish?

20:43 Why are we doing it?

20:44 So break it down to a consulting project.

20:46 At least that was my perspective,

20:48 being part of the team to get us through.

20:50 And obviously, Adam's leadership to understand the science

20:54 and not put anybody in danger, but have the safety of it

20:58 where we could actually complete the season.

21:00 Because at the end of the day, it's basketball and the impact

21:02 it can have.

21:03 But also, it's a business.

21:05 And so that combination and making sure

21:07 all the stakeholders were on board.

21:08 And we didn't please everybody.

21:10 Remember, 22 teams went down there.

21:12 Eight sat out.

21:13 And so all of those things go into it.

21:16 And when you start really peeling it back,

21:19 there's a lot that goes into making all that work.

21:23 And so the biggest surprises to me

21:26 have been the ability to cut through a lot of it.

21:31 Given the relationships, given the purpose

21:33 that we're trying to have as a global organization,

21:37 I think just to be able to cut through it all,

21:39 that's been the most surprising.

21:41 But along the way, pandemic, coming out of the pandemic,

21:46 new elements like the end season tournament,

21:48 like the play-in tournament, all those things

21:50 have been just markers as to what's possible.

21:54 And we're always looking at what's

21:56 the next sort of innovation that could

21:57 make a difference in this game and have

21:59 an impact on the world.

22:01 With positives, there are negatives as well.

22:03 It's been the biggest negative surprise

22:05 that the league has experienced over these last four years.

22:10 Some of the pushback I would say that we ultimately

22:13 get as an organization, you always

22:15 want to do the right thing.

22:16 And we think we're well-positioned

22:17 to have a platform.

22:19 Our players have a platform.

22:21 But in today's environment around social media, media,

22:25 and content and others, I'd say there's just always

22:28 some pushback that you just can't-- and we know,

22:30 we can't please everybody.

22:32 And not that you don't keep trying.

22:34 But I think that the pushback that

22:36 comes from different positions that we'll take,

22:39 I won't get political here, but just different positions

22:42 we'll take, the pushback that comes, even the negativity,

22:45 even some of the nastiness that comes from that,

22:47 it's like, what are people thinking?

22:49 What are we doing?

22:50 There's no reason to hate on certain things when you're

22:53 really trying to do all good.

22:54 Well, speaking of pushback, from time to time,

22:56 I still peek my head in locker rooms.

22:58 And one of the last ones I've peeked my head in,

23:00 I was at the Sixers and Spurs game,

23:02 had a chance to talk to Greg Popovich.

23:03 And we were talking about offensive production.

23:07 And you probably hear it a lot nowadays.

23:09 There's a big conversation around, hey, listen,

23:11 is this going too far to the offense?

23:13 I mean, I'm seeing 70-point games, 50, 60, 80.

23:16 And it's like, wait a minute.

23:17 Come on, man.

23:18 What happened to that rareness that you--

23:20 but has it reached a point where it's

23:22 a little bit too offensive?

23:23 Or is it where you guys want it to be?

23:26 Because there are people who love high-scoring games.

23:29 But then you have another constituency that says, no,

23:31 this isn't what I like.

23:33 Where do you-- where are you guys at with that?

23:35 What's the discussion like?

23:36 And do you have to go to the competition committee

23:37 and really sit down and talk about this?

23:39 I'll start there.

23:40 Absolutely, we'll continue to vet it

23:42 with the competition committee in terms of where we are.

23:44 If you really look at it, the scoring,

23:46 the individual performances, like you mentioned, Joel,

23:50 I think Luca had another.

23:51 So those have been fascinating to watch.

23:54 But if you look at it, it's just really efficient basketball

23:57 in terms of the way those guys scored

23:59 in those particular nights.

24:01 And so it wasn't necessarily bad defense.

24:03 It was just really, really good offense.

24:04 Now, given the changes we've made of recent,

24:07 can we continue to look at the game

24:09 in a way with the competition committee that

24:11 can bring back, in some people's eyes,

24:12 a little bit more balance to allow the defense to be

24:15 as effective as the offense?

24:16 And so you always want to have that.

24:18 I think Joel always puts it in a really good frame, too.

24:21 And it's wonderful to work with him

24:22 and have his expertise, certainly.

24:24 But it's almost like scoring aside,

24:27 as long as it's a competitive and compelling game,

24:30 that's really what you want.

24:32 And so we're going to continue to look at it that way.

24:34 The scoring per game actually is not

24:37 as high as people would think, even though there's

24:39 been some high individual performances.

24:42 So we're not as concerned about the actual number

24:44 as much as making sure it is balanced,

24:47 offensive, defensive side of the ball, as well as then coming

24:50 out with a really compelling and competitive game

24:52 each and every night.

24:53 Some nights we don't hit that, but most nights we do.

24:55 And so it's really in a good place.

24:57 We would say it's in a good place,

24:58 but we always have to continue to look at it,

25:00 monitor it, evolve it.

25:02 And the competition committee is key to that.

25:04 In a good place, but is it balanced?

25:06 Right, exactly.

25:07 And so we want to make sure that we continue with a balance.

25:10 Because think about it.

25:11 Again, some of the things that we've actually

25:13 introduced the last few years--

25:14 non-basketball moves, transition take fouls,

25:17 freedom of movement--

25:19 have actually given a little bit more advantage to the offense

25:22 to free them up, if you will.

25:23 But is there time now to kind of pull that back,

25:27 whatever it is in terms of defensive tactics,

25:29 that we can maybe get a little--

25:31 Bring back the handshake.

25:32 Well, even Joe would say we probably won't get all the way

25:36 back there.

25:37 But it's good.

25:38 Yeah.

25:38 Another thing that people are talking about is--

25:42 listen, Adam, I think you guys have

25:44 done a great job at making every part of your season important.

25:47 And so you have the mid-season tournament,

25:48 which brings that excitement at the beginning.

25:51 The middle part, obviously, people are now balancing,

25:53 and they're competing to stay out of the tournament

25:56 or to play in tournament, or to get into the play in tournament,

25:59 because there are owners who definitely want that money.

26:02 And now the end of your season, obviously, is important.

26:04 So it's like each tier is definitely important.

26:06 But kind of zeroing in on that mid-season tournament,

26:09 what did you learn?

26:10 What needs to change?

26:11 I wasn't a fan of the floors.

26:12 I thought they were ugly.

26:13 I'm not going to lie to you.

26:14 But what needs to change?

26:15 What did you like about it?

26:16 And what do you see the next few years looking like with this?

26:20 Yeah, so we're having just that discussion.

26:22 And just to reiterate your point,

26:23 we agree that the three levels of the season now--

26:27 first part, very focused and competitive because

26:29 of the end-season tournament, the middle part of it

26:32 up through All-Star, and then the back half.

26:35 Because if you look right now, teams are well-positioned,

26:38 West and East, in terms of the positioning,

26:40 to be 1 through 6, 7, 8, 9, 10.

26:43 That really matters.

26:44 And so a lot of the season throughout now, each game

26:47 matters.

26:49 So with the end-season tournament, we learned a lot.

26:54 I'd say there's probably two or three things

26:56 that we're looking at for next year,

26:59 and then beyond that, we'll see.

27:01 Because again, you got--

27:02 What are those two, three things?

27:03 So yeah, I was going to get to it.

27:04 So scheduling in general, in terms of where it lands right

27:07 now.

27:08 Remember, and you've used the term, too.

27:10 It was really viewed as a mid-season tournament at first

27:12 because it was going to be around the All-Star time,

27:14 frankly.

27:15 But we found the right sort of window in the end-season,

27:19 up against the NCAA, up against NFL at the time.

27:24 But we found a really nice part there.

27:26 So scheduling in terms of, does it stay there?

27:29 Does it move to some other part of the season?

27:31 But right now, in terms of the three levels of it,

27:33 it really makes sense.

27:34 And so we're still looking at--

27:35 but even the scheduling within the November, December time

27:38 frame is something we're looking at.

27:40 The other one that comes up is tiebreakers.

27:42 So some people like the tradition of the tiebreaker

27:47 that we're using.

27:48 Some people don't, meaning the margin of victory, if you will.

27:52 So some people are OK with that, and some people

27:56 didn't like that.

27:56 So we're going to look at that with the competition

27:58 committee.

27:58 And I say, in general, the courts are one thing.

28:02 Whether we do something--

28:04 it serves the purpose.

28:05 We wanted to make sure people understood,

28:07 when they tuned in, that was different.

28:09 Still the regular season game, but that

28:11 was different because it was probably the end-season.

28:13 So we're going to look at things like the court,

28:15 the alternate site.

28:17 We thought Vegas was wonderful for the semis and the finals

28:21 this year.

28:21 We'll continue to sort of look at that.

28:23 Will it be back in Vegas, you anticipate?

28:25 Oh, knock on wood, that's hopefully

28:27 the plan for next year.

28:28 But then beyond that, we'll see.

28:29 Moving around.

28:30 Is it in the market?

28:30 Is it moving around to other alternate sites?

28:32 Make sure it's warm cities, please.

28:35 Please.

28:36 I love Indiana.

28:37 It's one of my favorite midwestern cities.

28:39 It's cold.

28:39 Cleveland's cold.

28:40 Utah, Chicago.

28:40 The weather's working out.

28:42 And this is such a compact city to get around.

28:44 It really is.

28:45 But those are the types of things.

28:47 So as I say, scheduling and timing throughout the season,

28:50 the tiebreaker, and then sort of the site, if you will,

28:53 and the look, if you will.

28:55 So things like that.

28:56 Probably nothing major to change--

28:58 major beyond that to change in this sort of just next year.

29:01 But then beyond that, we'll be open to evolving it

29:04 as we open it.

29:05 Players now also, another pushback

29:06 that you might be getting, player participation.

29:08 And that particular-- I love the rule,

29:11 because players need to do it.

29:12 I mean, when you start going too far with the resting,

29:15 this is what comes with it.

29:16 So I had no problem with it.

29:17 But you are getting players that are pushing back on it.

29:19 They're not eligible for titles now.

29:21 Even if Joe Oldenby comes back from injury,

29:22 he can't win MVP.

29:24 Do you tweak that a little bit?

29:25 Or are you happy where it is?

29:26 I love it where it is now.

29:28 We're happy where it is.

29:29 And it's been effective.

29:30 Here again, these types of things

29:32 we will always continue to look at.

29:33 However, again, go back to stakeholders,

29:36 the competition committee, the Players Association, the NBA.

29:42 Everybody was bought into it from a CBA perspective.

29:45 And it's actually been very effective.

29:48 And I'll go back to another Joe quote.

29:50 This is an 82-game league.

29:51 That's what we expect.

29:53 The 65 games is basically 80%.

29:56 So between injury and rest, if a guy

30:00 was to miss 17 or so games, that still

30:05 feels reasonable to then still be eligible.

30:08 You see what I'm saying?

30:09 So we like it.

30:10 We think it's working.

30:11 We think it's effective.

30:12 And we think it's going to--

30:13 curves with the CBA going to be in place.

30:15 Are there some things that we could tweak around the edges?

30:18 Possibly.

30:18 But for right now, it's here to stay.

30:20 And I get the pushback.

30:22 And certain years, people will have

30:25 injuries that are more significant that don't help

30:28 them qualify because they'll be below the 65-game threshold.

30:31 But again, I think it's very reasonable.

30:33 We had all the stakeholder buy-in needed,

30:35 including the players, to get it done.

30:37 And so again, we'll continue to monitor it.

30:39 Two more things I'll let you go here.

30:41 And the first one is--

30:41 No, it's fine.

30:42 Thank you.

30:42 No, you're welcome, man.

30:43 Thank you for joining me.

30:44 And BLA, Basketball Africa League, a deafening league.

30:48 I'm paying attention to a billion-dollar league

30:50 right now, as I check.

30:51 What's happening there?

30:52 And what's in store for 2024?

30:55 Continues to grow.

30:56 I keep using the word throughout our time

30:58 here in terms of foundation.

30:59 But to be able to launch it several years ago,

31:02 and now to see where it is, continuing to grow,

31:04 continuing to expand to even different sites there,

31:07 I think what Amadou and others have done there

31:09 has just been fantastic.

31:10 So the board for BAL is totally behind what

31:15 we're doing in Africa.

31:16 You've got people like Masai, obviously,

31:17 who have a big energy and engine around it, too,

31:20 that's been very helpful for his point of view, his perspective,

31:24 as we move things forward.

31:25 Larry Tenenbaum, as well.

31:26 So it's something we're really proud of.

31:29 Yet, yet, we still got to continue

31:32 to make sure we invest in it and grow it,

31:34 because there's a lot of talent that can come from it.

31:37 And as we continue to grow globally,

31:39 Africa is a huge place for us to really continue to focus.

31:42 Absolutely.

31:43 With 2063, I mean, that continent is on the rise.

31:47 It's definitely on the rise.

31:49 Last thing here, Good to Great.

31:50 Jim Collins wrote a great book, Good to Great,

31:52 one of my favorite-- my favorite business book.

31:55 What's the difference between a good NBA season and a great one?

32:01 Good is where we just meet our expectations and our metrics,

32:07 if you will, viewership, attendance, et cetera.

32:09 Great to me is when people are truly-- we meet all night,

32:13 but people are truly talking about the impact and influence

32:19 that the NBA game, and as a result, the NBA platform,

32:23 has on communities in the world.

32:26 Our game is that excellent.

32:27 And when people are tapping into it for a variety of reasons--

32:31 young, old, veteran, black, white, it doesn't matter.

32:38 When people are tapping into the NBA and the global brand

32:41 that we have, it can do wonders for the world.

32:44 And we really believe sport, and particularly NBA and basketball,

32:47 can do that and make a difference.

32:48 So good is when the game is compelling and entertaining

32:53 and competitive.

32:55 Great is when that translates to doing great for the world.

32:58 NFL might look at this and say, my god,

33:00 we passed on that hungry young man?

33:03 Byron, thank you so much for your time.

33:04 Enjoy the All-Star game, man.

33:05 And look forward to doing this again.

33:07 Appreciate it.

33:07 OK.

33:08 All right.

33:08 Thank you.

33:10 [AUDIO OUT]

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