At the NBA, he oversees a division that helps teams drive revenue, build their brands and run more efficient businesses. "We are, in essence, an in-house consulting agency for the teams, if you will," Mr. O'Neil says.
Part of what Mr. O'Neil has done to help teams is build Team Net, an online library of best marketing practices from throughout the NBA.
"The league is fortunate to have the greatest brand manager of all time in [Commissioner] David Stern," Mr. O'Neil says, but "you still have to tailor things to your market."
* Senior VP-marketing and team business
* Helping build brands across the league