The NBA is celebrating a milestone season this year that marks the 75th anniversary of its founding but, far from resting on the laurels of its history, the league’s executives are continuously looking for ways to further grow this global brand.

In order to do that, they have a very clear mission: “Create, nurture and engage the next generation of fans,” George Aivazoglou, Head of Fan Engagement and Direct-to-Consumer for Europe and the Middle East, tells Efe in an interview. EFE