Former NBA 2K League president and longtime NBA government Brendan Donohue is becoming a member of sports activities consulting agency Elevate, the corporate introduced Tuesday.
Donohue will contribute to the corporate’s North American technique as a particular adviser to the CEO and step in as managing accomplice of Elevate Expertise, an arm of the enterprise launched final yr after Elevate acquired government search agency SRI. Elevate Expertise is presently serving to the LPGA determine a brand new commissioner, amongst different purchasers.
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“We’re at a second proper now—it’s one of the crucial thrilling instances in sports activities historical past, by way of simply the altering panorama,” Donohue mentioned. “The position we play helps executives navigate that.”
Elevate, established in 2018, counts Arctos, Harris Blitzer Sports activities & Leisure, hospitality firm Levy, the San Francisco 49ers and Velocity Capital as a part of its possession group. It has greater than 300 staff and 1,000 purchasers worldwide. Simply final week, it introduced the addition of Bowlsby Sports activities Advisors.
“Brendan’s deep trade data, confirmed management, dedication to figuring out and creating government expertise and keenness for innovation make him a pure thought-partner within the growth of our international technique and lead for Elevate Expertise in North America,” Elevate chairman and CEO Al Guido mentioned in a press release.
Donohue labored for a number of NBA groups earlier than becoming a member of the league workplace in 2009, the place he labored on staff advertising and marketing and enterprise operations initiatives till being tapped to launch the NBA 2K League in 2017 as managing director after which president.
The primary esports league operated by a U.S. conventional sports activities league expanded from 17 unique NBA-owned franchises to 25 groups, together with franchises in Australia, Mexico and China. Donohue stepped down in October 2023.
In July 2024, the NBA and online game firm Take-Two Interactive introduced they had been “reimagining” the esports pursuit, shifting from a league full {of professional} gamers to a method highlighted by digital media activations, stay occasions and a aggressive league that includes NBA gamers and celebrities. However Donohue expressed continued optimism in regards to the potential of esports leagues.
“It’s nonetheless early,” Donohue mentioned. “I feel among the leagues are nonetheless going to emerge and do rather well.”
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