The 'Something Quite New' podcast is brought to you by leading sponsorship and communications agency Sine Qua Non.  In each episode we will deep diving to bring you insight and intelligence from leading lights across the industry. Taking a close look at the challenges and opportunities that are presenting themselves. 

In this episode we talk to Joe Edwards, Head of Digital Marketing at FIBA Media. FIBA is basketball's governing body and brings together 213 National Basketball Federations from across the world. Uniting the wider basketball community, which counts more than 450 million players and fans.

We covered a number of areas including his role, and how FIBA Media sits alongside other departments within the organisation. How he works within his goals of both maximising viewership of their events whilst also trying to develop revenue streams from them, objectives that can sometimes clash. 

You can't talk basketball without mentioning the NBA , which to many is seen as being basketball itself. But it is but one league, though a dominant one, and FIBA work closely with it especially around key events like the FIBA World Cup which takes place in China this year. But the NBA does operate on a different level, as Joe points out when describing how they spent $50m on upgrading the referee play room to help them make better decisions and give all the camera angles.

You can find Joe on LinkedIn and Twitter, and also make sure you catch our appearance on his podcast, The Real Marketing Rap where the interview tables are turned.