Legends of Culture

What’s culture like in the NBA? In this episode of Legends of Culture, host Jared Oakes sits down with Michael McCullough, Executive Vice President and Chief Marketing Officer of the Miami HEAT, widely regarded as the “brand architect” behind the team’s dynamic culture. With more than 35 years of experience in sports marketing and fan engagement, Michael shares how he’s built and sustained a strong organizational culture, from launching new initiatives and fostering buy-in to creating meaningful connections between players, staff and the community. He offers a behind-the-scenes look at leading a high-profile franchise, collaborating with superstar athletes and driving impact through innovative partnerships. Tune in to learn how intentional culture-building and authentic leadership can elevate an organization and inspire everyone involved.