North American basketball’s NBA has appointed Gregg Winik, a television producer and winner of multiple Emmy Awards, as its new president of content and executive producer.

Winik, who most notably fulfilled the same role of executive producer on the acclaimed Netflix documentary series The Last Dance, which charts the 1997 season of the Chicago Bulls NBA franchise, will “oversee the development and production of live games and other programming on all platforms, including content within the NBA’s direct-to-consumer offerings.”

He will officially join the NBA on January 3 and will report to Bill Koenig, president of global content and media distribution at the league. 

Winik’s most recent sports-based production was For Ball and Country, a program that chronicled the story of the US men's Olympic basketball team at the Tokyo games earlier this year. He has also recently produced NBA Rooks, a multi-year documentary series for USA media heavyweight ESPN on the day-to-day life of an NBA rookie.

In total, Winik has over 30 years of experience developing, producing, and distributing sports content, including 16 years at the NBA Entertainment division between 1990 and 2006, where he held the role of executive vice president and programming and executive producer.

During his time in that post, he “led the NBA’s content initiatives across all media platforms, managed relationships with the league’s television partners, oversaw the launch of NBA TV and supervised original programming”, according to the league.

His most recent Emmy came last year, for his work on The Last Dance.

Winik has said: “The sports industry is experiencing its most disruptive period in generations, but the programming assets of the NBA, WNBA, NBA G League, NBA 2K League, Basketball Africa League and their teams and players are truly unique. With premium direct-to-consumer content, the opportunities are striking.”

Koenig added: "Gregg is a highly skilled and award-winning producer with a long track record of delivering compelling and distinctive content. He knows the NBA well and will be influential in enhancing the way our games and related programming are presented to our fans.”

Last month, the NBA agreed to an updated content deal with social media giant Twitter. 

Under the multi-year extension, the two parties will bring additional content to Twitter Spaces, the platform’s live audio feature.

The NBA’s 40 scheduled Twitter Spaces will include 75th Anniversary-themed versions planned around key moments and marquee events such as Christmas Day games, NBA All-Star and the NBA Finals.

The Spaces events will feature NBA players, legends, and other members of the league and will also allow for sponsorship, giving brands “new opportunities to connect and engage with fans through live NBA audio”.

The NBA will also continue to provide live content, highlights, Twitter Moments (tweet-curated news stories), and live streams that are complementary to game broadcasts on Turner Sports’ TNT network.

Additionally, for the first time ever, highlight franchises will also be available from the @NBABet and @NBAFantasy Twitter accounts.