The NBA Commissioner went on a YouTuber's podcast, and it shows how the league is embracing content creators
Basketball YouTuber Kenny Beecham's business is reaching new heights as it partners with Omaha Productions and the NBA embraces content creators.
Beecham and his "Numbers on the Board" podcast had two days last week to prepare for their biggest guest yet: NBA commissioner Adam Silver.
Cohosts Beecham, Pierre Andresen, Mike Heard, and Darrick Miller combed over video interviews with the commissioner to prep for the April interview. They got Silver talking on topics like the controversial Luka Dončić trade, the NBA's broadcast partners, and potentially changing the league's 82-game schedule.
"We just looked at ourselves like you have the commissioner of the league here at your disposal," Beecham told Business Insider. "As an NBA fan, what do you want to know?"
Beecham has been on a journey as a basketball fan and content creator. He started in 2016 as a YouTuber making videos playing the game "NBA 2K" before launching a podcast and content with Bleacher Report and Turner Sports in 2018. He later cofounded Enjoy Basketball in 2022 with his managers, Cole and Cody Hock. The company has grown from a merch and newsletter outlet to a full-blown media business partnered with ESPN and Peyton Manning's Omaha Productions.
Through Enjoy Basketball, Beecham launched the "Numbers on the Board" podcast about basketball stats and culture in 2024. The show averages about 100,000 listeners per episode and ranks 21st among basketball podcasts in the US, according to podcast intelligence company Podscan.
Beecham and his cohosts had been manifesting an interview with Silver since 2024, when they pinned a poorly photoshopped picture of Beecham shaking hands with him to a vision board. Omaha Productions made it happen by connecting Beecham and the Enjoy Basketball team with the Commissioner.
Silver's appearance on the podcast shows how the league is steadily leaning on creators like Beecham, from inviting them to participate in events like the NBA Creator Cup to promoting the All-Star game.
Silver said in the video that he wished more media would "educate and celebrate" the game.
"Silver was basically validating what Enjoy Basketball is," said Cole Hock, one of the co-owners. "That blew us away."
Enjoy Basketball's partnership with Omaha Productions has helped Beecham and the show grow listeners and land interviews
Beecham said working with Manning's production company has taken his career to the next level.
Omaha Productions produces "Numbers on the Board" for ESPN distribution.
Beecham started working with the team in 2023, after his managers pitched him to potential brands and companies to collaborate with. Omaha Productions took an interest.
Omaha has also helped Beecham and Enjoy Basketballgrow their brand of "basketball-tainment," as Cole Hock put it. He said the brand aims to have fun and teach audiences about the sport.
For example, Hock said the podcast often does quizzes about NBA players or teams, or participates in games or challenges.
"We can appeal to casual fans. We can appeal to the die-hards," he said.
Beecham and his cohosts are longtime friends who love watching basketball together. Andresen is his first cousin, while Heard and Miller met the other two at basketball tryouts in high school.
How the NBA partners with creators to reach audiences outside live broadcasts
The NBA works with content creators to help grow its brand.
Beecham said the NBA has occasionally hit up Enjoy Basketball to collaborate on a quick video for Instagram. They also sent the show to All-Star weekend this past year to help cover the dunk contest.
"The NBA has always been pretty progressive when it comes to social media, and what we're seeing over the last couple of years is they've become more progressive when it comes to creators," Beecham said. "They've been empowering people like me and other creators to have a voice more than any of those other major sports."
Cole Hock said millennials and Gen-Z fans follow Enjoy Basketball's content. They may not always have the time to watch a full game, but they'll scroll through Instagram or YouTube for highlights and other content.
The NBA is "hyper-focused" on reaching this young audience, Cody Hock said.
"That's one thing we got to give Adam Silver a lot of credit for," Beecham said, "because he recognized very early on there's something about the creator space that's very important to the growth of the game."
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