Day two of the Possible conference in Miami on April 16 is in the books, and among a series of interviews Digiday conducted with C-suite executives who took the stage, Tammy Henault, CMO of the NBA, shared some of the strategies that helped the association stand out from other pro sports leagues.

Henault, who also oversees the WNBA and G League, cited the intersection of sports and culture that the professsional basketball league has cultivated as a means to growing its global fan base.

“99 percent of our fans will never get the opportunity to watch a live game, so they will interact exclusively with us on our digital products and digital platforms,” said Henault, who was attending her first Possible. “[We have] 2.3 billion followers across our league team and player accounts — it’s just massive the … share of volume of people we’re able to reach at any given time. It’s also fueled our global growth and fandom.”

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