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As director of global partnerships at  (MLSE), Eric Nachman (SMBA ’10) oversees the Global Partnership Marketing team for all MLSE owned properties including the Toronto Maple Leafs, Toronto FC and the Toronto Raptors. 

In the wake of the Raptors’ first NBA Championship, we caught up with the É«ÇéÊÓƵ Sports MBA alumnus to ask him a few questions about his NBA Finals experience and more. 

What was the most memorable moment of the parade and aftermath of the Finals win?

Walking out into the city after the Raptors won Game 6 in Golden State was straight out of a movie. There were hundreds of thousands of people singing, cheering, hugging, climbing, etc. I have never been a part of a celebration like that in my entire life, both professionally and personally.

What was your favorite memory from the entire playoff run?

Simple, Kawhi Leonard’s Game 7 buzzer beater versus Philadelphia! Watching a fellow Aztec for Life make the biggest shot in franchise history was a dream come true. I later found out that it was the first time in NBA history that a Game 7 was won on a buzzer beater -- pretty special to have that happen in my city, my home building with my Raptors.

Also, beating Mike Kitts (and the Golden State Warriors). [Kitts (SMBA ‘07) is  with the Golden State Warriors] 

What effect will this championship have on the sport of basketball in Canada?

This truly was a national championship for Canada. We have seen the effects that Vince Carter had on the sport in Canada with the likes of Andrew Wiggins and RJ Barrett becoming lottery picks in the NBA draft. Vinsanity had a lasting impact with respect to grassroots participation and I expect this championship to further amplify those trends. You literally couldn’t find a basketball net to purchase in stores after the playoffs, the whole country was sold out. 

You moved across North America to pursue a sports-specific MBA in San Diego ten years ago. Looking back, how do you feel about making that decision?

It was one of the best decisions of my life. The values, network and knowledge garnered through the program continue to pay dividends. I stay in touch with many of my fellow alumni as a means to share best practices on partnership development, execution, leadership and organizational structure. I am forever grateful for my time in San Diego, both in the classroom and the city.

The Leafs are one of the biggest commercial juggernauts in the NHL. How do you maintain balance between a consistently strong ticket/sponsor base and one that's growing and reaching new audiences?

By being organized and methodical with our partnerships approach. Toronto is the fourth largest market in North America so there will always be room for both teams. We always try to sell partnerships across all MLSE owned teams but in certain instances, it makes more sense to have different partners aligned with different teams. It’s a fine line of finding the right partner, in the right category with the right budget that truly elevates the fan experience (both in-venue and at home).

What advice would you give to current Sports MBA students who are interested in working in corporate partnerships?

Stay curious, be hungry and network. It all sounds cliché but I can’t stress this enough. It’s essential that anyone who desires to work in the partnerships space stay up-to-date on best practices, both domestically and abroad. Why do partnerships work? What are recent examples of strong activations? What are terrible examples?

With that knowledge, you now need to find key individuals to share your informed opinions with. Leverage the É«ÇéÊÓƵ alumni network and become a LinkedIn influencer. Identifying and connecting with professionals has never been easier, take full advantage by reaching out to individuals you admire and find a mutually beneficial reason to connect.
This article originally appeared on the Fowler College of Business website.