NEW YORK: The NBA, long regarded as the best marketers and communicators of the four major US sports leagues, has added another seven-footer to its roster. The league lured Jeffrey Pollack away from The Sports Business Daily, a marketing sheet he founded in 1994, to fill the newly created role of VP of marketing and corporate communications. Pollack had consulted for the NBA since 1998 and coordinated many of the communications activities during and after the league's recent labor problems. Pollack will be responsible for communications regarding the NBA Properties and NBA Entertainment subsidiaries. Ventures falling under his authority include the league's Manhattan flagship store and the soon-to-open NBA city restaurants. 'Sports today is about much more than what you see on the court or the field,' Pollack said. 'The NBA has tremendous brand equity, and we plan on continuing to grow and manage it just like Starbucks or American Express.'