Michael McCullough

Michael McCullough serves as the Executive Vice President and Chief Marketing Officer at The HEAT Group, overseeing a wide array of functions including marketing, digital media, social responsibility, and game presentation for the Miami HEAT and associated entities. He is recognized as the "brand architect" of the team, credited with redefining sports marketing and fan engagement strategies within the NBA.

Professional Background

• Experience: McCullough has over 35 years in the sports industry, having previously worked with the Sacramento Kings and the NBA. His tenure at The HEAT Group began in 1997, where he has played a pivotal role in developing innovative marketing campaigns such as the renowned “White Hot” playoff promotions and the successful “Vice” uniform program, which set records for retail sales and media coverage.124

• Awards: Under his leadership, the Miami HEAT was named the 2022 Team of the Year by the NBA Sales and Marketing Awards, highlighting excellence in business performance and community impact. Additionally, he co-won the “Values of the Game” Award for his efforts in community policing initiatives in partnership with local law enforcement.12

Responsibilities

McCullough's responsibilities encompass:

• Brand Communication: Directing both internal and external brand strategies.
• Marketing Oversight: Managing comprehensive marketing operations including digital strategy and social media.
• Community Engagement: Leading initiatives that connect the franchise with its community through various programs.14

Education

He holds a degree from Utah State University, where he studied from 1980 to 1984.3

Overall, Michael McCullough is a significant figure in sports marketing, known for his innovative approaches that enhance fan engagement and community involvement.