Written by Linnéa Jungnelius
Captured at Boardroom’s Members Club, hosted by Rich Kleiman, Co-Founder of Boardroom and 35V
Mark Tatum’s story, from being born in Vietnam during the war to the boardroom of the NBA, reflects the qualities that define the league today: resilience, vision, and global ambition.
As Deputy Commissioner, Tatum has played a key role in the NBA’s ongoing efforts to expand its global presence, modernize its commercial model, and evolve with a fan-first mindset.
My story is probably as improbable as you would say your story is. Born in Vietnam in the middle of the war… my dad brought me and my mom back to the U.S., and they’re still married to this day. There’s not a day that I don’t think about how different my life would be if my dad hadn’t done that.
Leaders for Every Era
Reflecting on his 26 years with the NBA, Tatum contrasted the eras of David Stern and Adam Silver — and how leadership evolved as the league did.
David fought for survival. Adam built for scale.
When Stern took over in the 1980s, the NBA was fighting for legitimacy.
Finals aired on tape delay, ratings were down, and sponsorship was limited. Stern met that moment with conviction, turning basketball into a global entertainment product through marketing, media innovation, and professionalism. His leadership was tough, visionary, and exactly what the times required.
Silver’s approach reflects a different landscape, one shaped by private equity ownership, technology, and global connectivity.
His leadership is collaborative and data driven, aligning investors, owners, and partners to build for scale. Tatum’s own style complements that evolution: pragmatic and rooted in listening.
“We listen to our fans,” he said. When audiences raised concerns about flopping, the league addressed it. When tanking threatened competition, it created the Play-In Tournament.
Together, these eras represent a continuum: command for survival, collaboration for scale, and connection for global reach.
Building a Global Platform
Under Silver and Tatum, the NBA has transformed into a 320-night-a-year global platform that integrates competition, content, and culture.
We always said, going into this negotiation, we have to serve the fan, because without fans, our business doesn’t work.
Key Levers of Growth
Media Rights 3.0
“In our old deals we only had 15 national broadcasts. In the new one, we have 75.” The 2024 rights cycle expands access across ESPN, Amazon, and Comcast, creating five times more national inventory. Every game is now accessible across streaming, cable, and broadcast.
Global Expansion
Discussions are underway regarding the potential launch of a European League with 10 to 12 franchises in major markets like London, Paris, Rome, Berlin, and Madrid. The concept would blend local primetime scheduling with global reach.
Arena Infrastructure
Europe currently has only two world-class arenas, underscoring an opportunity for development. Even the Paris stadium built for the Olympics lacks air-conditioning. Europe has not yet built venues at the scale of Madison Square Garden or Crypto.com Arena. As Tatum noted, “By requiring new teams to build infrastructure, we can spark investment and long-term growth.”
Economics of Growth and Ownership
Private capital has reshaped ownership dynamics, with more than 20 of 30 teams now having institutional investment.
Media economics are shifting quickly. Pay TV households have declined from 100 million to 45 million over the past decade, while broadcast networks still reach roughly 130 million. “If you’re a streamer dealing with churn, the NBA gives you 320 nights of live sports programming. It keeps your subscribers here.”
A diversified distribution model across linear, streaming, and international platforms has broadened the league’s audience and strengthened its overall reach.
The metric we focus on is how to generate more revenue, and that's where international growth comes in.
Tatum noted that global reach would complement the league's focus on the U.S. market.
"The U.S. represents less than five percent of the world's population. There's tremendous upside in reaching more fans and building the game globally."
Innovation with Integrity
The NBA continues to evolve while maintaining its core principle of competitive integrity.
“We were the first league to advocate for legalized gambling. It was happening, just happening illegally. Legalization lets us track and monitor things.”
A decade later, sports betting is legal in more than half of U.S. states. Policy shifts — from the 65-game eligibility rule to the NBA Cup — demonstrate how the league adapts to maintain fairness and engagement.
“There’s nothing more important than the integrity of our game. If fans can’t look at the competition and say that’s on the level, then you’ve lost everything.”
Power of Stars and Storytelling
Asked about the next generation of stars, Tatum emphasized the league’s enduring ability to inspire new icons.
When Jordan retired, people said it was over. Then came Kobe, then LeBron and Steph. Every era finds its face.
Today, fandom extends beyond athletes to creators and influencers.
“We do a celebrity influencer game with the biggest YouTubers and TikTok-ers. They all love the NBA. They create content around us without being paid because it’s authentic.”
The NBA’s cultural influence continues to grow through authentic connection between players, partners, and fans.
Lessons in Scale and Leadership
Leadership must match the moment. Command and control established credibility; collaboration and listening now sustain growth.
Design for continuous engagement. From linear broadcasts to creator simulcasts, the NBA is architecting an always-on experience, innovating across formats to keep fans and investors connected year-round.
International expansion is the next growth multiple. Europe, Africa, and Asia are not add-ons; they represent the next phase of sustainable performance.
Integrity remains the foundation. Every decision begins with one question: does this strengthen the trust of fans?
Defining the Next Era of Global Leadership
Mark Tatum’s leadership reflects the modern NBA: globally minded, commercially disciplined, and deeply connected to its audience. He translates fan insight into strategy and global ambition into execution.
If David Stern secured relevance and Adam Silver built scale, Mark Tatum represents the NBA's continued evolution: a league driven by connection, integrity, and worldwide reach.
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