NBA Mission

Inspire and connect people everywhere through the power of basketball.

NBA Values

LEAD WITH INTEGRITY

We do the right thing. We are honest, ethical, and fair – leading by example in sports, culture and society.

BE THE FAN

We’re all fans. So we work to provide the same quality of entertainment and experiences that we want for ourselves.

CREATE COMMUNITY

Basketball is inherently inclusive – anyone can play it. This diversity in people, background and experience is central to our success.

INNOVATE WITH INTENTION

Our instinct is to innovate. We are relentless in pushing each other’s thinking, shaking up the status quo and ensuring bold ideas result in meaningful impact.