𝗠𝗮𝘅𝗶𝗺𝗶𝘇𝗶𝗻𝗴 𝘁𝗵𝗲 𝗡𝗕𝗔'𝘀 𝗡𝗲𝘄 𝗠𝗲𝗱𝗶𝗮 𝗥𝗶𝗴𝗵𝘁𝘀 𝗗𝗲𝗮𝗹: 𝗔 𝗣𝗿𝗼𝘀𝗰𝗶 𝗖𝗵𝗮𝗻𝗴𝗲 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗔𝗽𝗽𝗿𝗼𝗮𝗰𝗵
The National Basketball Association (NBA) is about to finalize an 11-year, $76 billion media rights deal with The Walt Disney Company, Comcast, and Amazon. This agreement will revolutionize fan access to games and broadcaster engagement, offering comprehensive, seven-days-a-week national coverage. To ensure a smooth transition both internally within the NBA and externally with its fanbase, the NBA can leverage Prosci's ADKAR model (Awareness, Desire, Knowledge, Ability, and Reinforcement) to navigate this transformative period effectively.
𝟭. 𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀
Internal: Communicate the rationale and benefits of the new deal to NBA employees and stakeholders.
External: Inform fans about how and where to watch games through social media, official platforms, and broadcasting partners.
𝟮. 𝗗𝗲𝘀𝗶𝗿𝗲
Internal: Engage employees by addressing concerns and highlighting career growth and expansion opportunities.
External: Fans' desire to adapt to new viewing platforms can be fostered by emphasizing the enhanced viewing experience, including more game coverage and better accessibility. Offering promotions or trial subscriptions to streaming services can help ease the transition.
𝟯. 𝗞𝗻𝗼𝘄𝗹𝗲𝗱𝗴𝗲
Internal: Provide training and resources to help NBA staff understand new operational dynamics.
External: Educate fans on accessing new platforms with guides, tutorials, and customer support.
𝟰. 𝗔𝗯𝗶𝗹𝗶𝘁𝘆
Internal: Equip NBA employees with the necessary skills and tools through workshops and ongoing training.
External: Ensure fans can navigate new platforms with robust customer support and intuitive interfaces.
𝟱. 𝗥𝗲𝗶𝗻𝗳𝗼𝗿𝗰𝗲𝗺𝗲𝗻𝘁
Internal: Recognize and reward employees adapting to the new system, maintaining momentum with regular updates.
External: Continuously improve the viewing experience based on fan feedback and highlight the benefits of the new deal.
The NBA's new media rights deal marks a pivotal evolution, promising unprecedented game access and strong broadcasting partnerships. NorthStar's Prosci-certified Transformation and Change team can help sports organizations like the NBA manage such changes smoothly. Contact NorthStar Solutions Group, LLC today to support your journey through change and drive sustained success.
#NBA #mediarights #sportsbiz #BusinessTransformation #OrganizationalChange #Prosci
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