XFINITY 
BASKETBALL
Talent Strategy

Overview: 

For Xfinity’s new NBA & WNBA basketball partnerships, I was tasked with developing a talent strategy to maximize partnership and brand assets.

As I vetted players and aligned with the larger activation strategy, the selection centered around one belief: relevance is earned through culture.

That thinking drove the selection of Carmelo Anthony, Cade Cunningham, and Tyrese Maxey, and positioned them alongside Caitlin Clark, USA Basketball, with integrations into gaming, media partnerships, events, and Xfinity Rewards.

The results provided Xfinity with an integrated activation plan that spans multiple years, allowing the
brand to engage with basketball fans both on and off the court.

Goals & Objectives:

  • Assemble a talent roster that fits the brand ethos  

  • Maximize activation opportunities (National & Local)

  • Authentically integrate into brand passions/partnerships

Talent Leveraged:

  • Caitlin Clark

  • Carmelo Anthony

  • Cade Cunningham

  • Tyrese Maxey

  • DeMarcus Cousins

Key Activations:

  • 7PM in Brooklyn Podcast

  • ComplexCon

  • NBC/Peacock

  • NBA All-Star Game

  • Xfinity Rewards