As senior vice president, head of social, digital and original content, Andrew Yaffe leads the department responsible for all video, editorial, and documentary content produced and distributed by the NBA. He oversees all non-live-game content on the NBA’s owned and operated properties, as well as its social media channels.
With the relaunch of the NBA’s digital products, Yaffe has played a leadership role in designing a brand-new platform for hundreds of millions of global fans that will revolutionize how fans enjoy the NBA. Using a data-driven approach, Yaffe and his team have developed a wholly new content strategy, creating a first-of-its-kind personalized, vertical approach to sports content. He has also conceived of and led innovative new partnership approaches with leading brands and developed a number of new first-party content franchises, with tests on the NBA’s platforms generating millions of views last season.
Before taking over this role last summer, Yaffe led the league’s Strategy and Innovation team, where he was responsible for creating and implementing data-driven new business initiatives. In that capacity, he and his team launched the Basketball Africa League and the NBA2KLeague. Yaffe also led strategic partnerships with early-stage tech providers, including Nex.Team, developer of HomeCourt, where he is a board observer.
Featured in: Monday OTT, Streaming, and Digital Workshop (12/12)