Outgoing chief advertising and marketing officer (CMO) Tammy Henault has put her stamp on the Nationwide Basketball Affiliation (NBA).

Via celeb cameos and cinematic storytelling, the marketer has helped cement the NBA’s place in tradition whereas courting a world fan base since becoming a member of in 2022. Throughout her tenure, Henault helped the NBA break attendance data, reaching its second-highest numbers for the 2024-2025 season following an already record-breaking season prior.

Now, after three years within the position, she’s preparing to step down. Advertising will likely be led by “the group’s present management group on an interim foundation,” per an NBA spokesperson, whereas the league searches for a brand new CMO.

“What a rare privilege it has been to assist develop and evolve one of the iconic manufacturers on the earth—increasing our international viewers, deepening fan engagement, driving digital innovation, and strengthening the NBA’s cultural affect,” Henault wrote in a goodbye message on LinkedIn.

Listed here are 4 of the buzziest campaigns that helped Henault and her group flip the script for basketball and make historical past.

1. ‘We’re All within the Finals’ (2023)

Henault’s first star-studded marketing campaign for the league landed on social, linear TV, and the NBA app in Might 2023.

Produced by Brooklyn company Translation, the hero spot captured the worldwide pleasure surrounding the NBA Finals and the whirlwind of feelings that followers and gamers expertise throughout each sport.

Set to “Hometown Glory,” by British artist Adele, and narrated by actor John Malkovich, the 60 second advert confirmed NBA legends, sports activities icons, and celebrities watching the finals with bated breath. Cameos included rapper and NBA ambassador SUGA and skateboarding icon Tony Hawk. TV host and comic Jimmy Kimmel and NFL champions Peyton Manning and Eli Manning additionally featured.

The spot closes with NBA icons Larry Chicken and Magic Johnson marveling at their mixed championship rings.

Within the run-up to the finals, the league relaunched its Larry O’Brien Trophy tour, sending the {hardware} to rub shoulders with well-known of us like Tom Brady, Mariah Carey, Fats Joe, Unhealthy Bunny, and UFC champions.

The 2023 tour was a success on social, garnering greater than 200 million video views and attracting almost 100,000 followers throughout Fb, Instagram, TikTok, and X.