As draft puts WNBA in spotlight, the NBA is speeding up ballplayers’ transition to creators

Basketball is a team sport — but when marketing the game itself, its individual athletes do most of the legwork.

With that in mind, the NBA aims to make it possible for every ballplayer to become a Caitlin Clark by speeding up the production of short-form video and images intended for social platforms. The league has signed a new deal to take an equity stake in Greenfly, a cloud-based workflow software company that collates and distributes sports photography and video footage.

“We actually think of our 400+ NBA players as influencers,” said Bob Carney, senior vp of digital and social content. “We are always trying to help the players grow their profiles and content is the number one way in which players can do that,” he added.

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