From local arenas in France to driving global strategy at the NBA, Steve Nuss has carved out a career at the intersection of sport, media, and innovation.

In this episode, hosted by LaSource’s Chief Strategy Officer and Partner JB Alliot, we sit down with Steve, Director, International Content Partnerships at the NBA, to trace his path from SIG Strasbourg and the FIA to overseeing the league's partnerships and media rights across Europe and the Middle East.

Through stories of market expansion, digital transformation and deal negotiations, Steve explains how the NBA harnesses performance data and audience insights to create richer fan experiences and lasting partnerships.

We dive into how he approaches diverse territories, the evolving role of technology in shaping media distribution strategies, and the challenges of balancing storytelling with business outcomes.

Tune in to discover:

How early experiences in basketball and motorsport shaped Steve's global outlook.
The strategy behind building the NBA´s media footprint across Europe and MENA
Why merging performance analytics with commercial objectives matters for growth
How the NBA leads in direct-to-consumer innovation and digital fan engagement
The qualities future sports executives will need in a rapidly changing landscape

Whether you´re curious about sports business, fascinated by digital transformation, or eager to understand the media strategies of a global brand, this episode offers a front-row view into the NBA´s vision for the future.

We hope you enjoy it!

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