Sharon Fuller is Head of Content and Social Media for NBA Europe and the Middle East (EME) overseeing the production of all regional content and the execution of the NBA’s localized social media strategy in Europe and the Middle East. Based in the NBA’s Madrid office, her role requires her to think innovatively and creatively about the best ways to connect with fans across different regions, platforms and channels though a local-first strategy.
Since joining the NBA in February 2023, Sharon has led the rapid growth of the region’s social media presence, expanding the league’s portfolio to 18 localized channels in eight different languages across five platforms in Europe and the Middle East. In Sharon’s first full season, the NBA had its most-viewed season ever across the league’s social and digital platforms in EME, surpassing 1 billion video views in the region for the first time, increasing by +100% year-on year. More than 700 million views came from the league’s accounts in Europe alone, the most among the major U.S. professional sports leagues in Europe this season. Sharon is also responsible for all content production in the region, overseeing the team that produced the award-winning ‘Hoop Cities’, an in- language docuseries that explores the local culture, history and basketball communities in eight European cities, that won awards at the New York Festivals TV & Film Awards and Broadcast Sport Awards. Long-form localized content such as the weekly show ‘NBA Undrafted’ (available in German and French), has helped drive a 220% year-over-year increase in views on the NBA Europe YouTube.
Prior to joining the NBA, Sharon was a former Global Head of Content at Red Bull Media House, and head of BBC Sport’s live events service, also running her own agency, Rational Collective. Sharon mentors up and coming female executives as part of the SportsPro ‘New Era’ programme designed to recognize, support and advocate for a new era of gender equality and representation within the international sports industry.
