Summer of sports imbues issue as we celebrate the MVPs of comms

It is difficult to escape sports in this month's issue of PRWeek, which seems appropriate as memories of the best soccer World Cup slowly begin to fade.

It is difficult to escape sports in this month’s issue of PRWeek, which seems appropriate as memories of the best soccer World Cup slowly begin to fade.

It was fantastic to see a global sporting phenomenon embraced widely by the US, from the tens of thousands of American fans who traveled to Brazil, to the population at home who stopped work to enjoy the US national team’s games.

It felt like a defining moment in the relationship between the US public and soccer, although we will see if that sustains now the excitement of Brazil is over and the prospect of a tournament in less-glamorous Russia in four years beckons.

Meanwhile, American sports were also busy, especially on the basketball court, which makes it particularly pertinent for us to profile the EVP of communications at the NBA, Mike Bass. As July’s storyline involving LeBron James’ return to Cleveland showed, soccer won’t knock the traditional bastions of US sports off the back pages anytime soon.

Bass and his team navigate massive stories such as LeBron’s and the Donald Sterling/Los Angeles Clippers furor while simultaneously handling less sexy, but just as important, narratives around issues such as growing women’s basketball and the NBA’s global community program, which spreads awareness of the sport around the world.

Keeping with the sports theme, PRWeek unveils our own squad of future hotshots and industry superstars this month as the annual 40 Under 40 list is revealed, and we look forward to celebrating this stellar group of MVPs at a dinner in New York City on September 16 that caps off our high-profile Good Business, Better Business conference.

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