North America’s National Basketball Association (NBA) has brought Amy Brooks in as its first-ever president of new business ventures.

Brooks will be in charge of identifying both domestic and international “revenue-generating business opportunities” for the league.

Brooks most recently served as the 30-team league’s president of team marketing and business opportunities, and chief innovation officer, having originally joined the NBA in 2005.

She will continue to report to the deputy commissioner and chief operating at the NBA, Mark Tatum, and will take up the new role on January 1.

The league has said the New Business Group will look for opportunities to grow basketball worldwide through investment, partnerships, and “the creation of new entities.”

Adam Silver, commissioner of the NBA, has commented: “Amy is perfectly suited to lead our New Business Ventures group given her exceptional track record in driving business growth at the league and our teams. As the NBA’s business continues to evolve, Amy’s leadership, experience, and understanding of the league will be pivotal as we look to further expand our global footprint.”

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Brooks initially joined the NBA as director of global marketing partnerships, eventually taking up her most recent roles in 2017. She has been involved in projects such as the jersey patch sponsorship program and the international team marketing program.

She previously worked at companies such as Bain & Company, and Sun Microsystems.

Last week, it was unveiled that the final of the inaugural NBA In-Season Tournament drew 4.58 million viewers across the ABC and ESPN2 channels, both of which are owned by global media titan Disney.

That game saw the Los Angeles Lakers beat the Indiana Pacers 123 to 109.

The fixture, which peaked at 5.68 million viewers, was the most watched non-Christmas day regular season NBA game since 2018.

In late November, meanwhile, the league extended its marketing partnership with cereal brand Kellanova (formerly known as Kellogg Company) in Europe.