The National Basketball Association is beginning a review for its creative business.

The process is in the early stages and is being overseen by Hasan & Co., according to people familiar with the matter. Omnicom's Goodby Silverstein & Partners has been the NBA's agency of record since 2007, though the shop has worked with the association for more than 20 years. It's not clear if the review will result in another agency of record relationship or whether the association will move to soliciting work on project basis.

The move comes less than three months after Pam El was named the NBA's new chief marketing officer. Previously she had been at State Farm for 11 years, most recently as exec VP-marketing.

Spokesmen for the NBA and Goodby declined to comment. Hasan & Co. did not respond to a request for comment.

The NBA is reaching out to agencies just before the beginning of the NBA season, which kicks off Oct. 28, with preseason games starting Oct. 4. Goodby, like in past years, is expected to introduce a season opener spot in October.

The association hasn't been the only one looking to potentially make agency changes in basketball. The Los Angeles Clippers this summer began a review in the wake of the Donald Sterling Scandal, naming RPA as its agency earlier this month.