--- title: Adam Silver | TIME100 Talks | TIME description: NBA Commissioner Adam Silver on adapting to the shifting sports landscape. canonical: https://time.com/video/LsBgCFFO/ og:title: Adam Silver | TIME100 Talks og:description: NBA Commissioner Adam Silver on adapting to the shifting sports landscape. og:url: https://time.com/video/LsBgCFFO/ og:image: https://cdn.jwplayer.com/v2/media/LsBgCFFO/poster.jpg?width=720 og:type: video.other twitter:card: summary_large_image twitter:title: Adam Silver | TIME100 Talks twitter:description: NBA Commissioner Adam Silver on adapting to the shifting sports landscape. twitter:image: https://cdn.jwplayer.com/v2/media/LsBgCFFO/poster.jpg?width=720 --- # Adam Silver | TIME100 Talks > Sponsored content. Supplied in partnership with TIME. 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They are at time.com/newsletters and are separate from a paid subscription. ## Video: Adam Silver | TIME100 Talks [Watch (HLS stream): Adam Silver | TIME100 Talks](https://cdn.jwplayer.com/manifests/LsBgCFFO.m3u8) (2:53)  _Published 2021-04-30. NBA Commissioner Adam Silver on adapting to the shifting sports landscape._ --- Jul 28, 2023 4:03 AM UTC --- ## More From This Series [All Videos](https://time.com/video/) [Time100 Talks With Adam Silver](/video/mOL24NxB/) ### Time100 Talks With Adam Silver [Changing the Game: Adam Silver \(interviewed by Robin Roberts\)](/video/qLe2hJan/) ### Changing the Game: Adam Silver (interviewed by Robin Roberts) [NBA Commissioner Adam Silver On Clippers Deal](/video/QSJRNgQm/) ### NBA Commissioner Adam Silver On Clippers Deal --- ## Transcript What we said going into the season, what would stop us in our tracks was spread? If you know, any way of working in this office has an indoor sport. It's it's one, we're with the exception of this interview, I perform with a mask on our players. On the other hand are literally nose-to-nose and they don't wear masks. There are many organizations probably in the world that do as much testing as we do, when you pick the players together and with the coaches and the people with immediate access to the players. It's roughly, 2,000 people. So we have some very good data. Something I've been aware of but sometimes gets glossed over is the impact on that mental Wellness of our community in the Bible. It became Bittersweet that alright, we're advancing, but we are still going to be in the bubble. I'm working to be separated. Largely from our family and friends and the community by the end of it. It was clear. We certainly couldn't go into another round. I think it's highly unlikely at this point that we would return to a bubble. In a, we always have one eye on these variants but there seems to be light at the end of the tunnel. Now, The biggest challenge which as it works out, is also the greatest opportunity is the change in technology. The shift from watching games in a traditional way to one where people have the opportunity to watch Century on any device. We have locked in rights on certain platforms. We love those Partners, but the world is changing around. Them is just as it's changing around us. And so now together, we have to go through the shift and to meet consumers where they are. The good news is it opens up, tremendous possibilities for additional fan engagement? The pandemic has accelerated. The need for changing that experience in many ways. I think the NBA has grown largely because of the ability for our game and our players to reach people. Anywhere, they're located in the world. It's a unique combination of an individual and team sport. People love the individual personalities and love seeing players is the multi-dimensional people, they are, and they have the ability to demonstrate that both on the floor, and then can do it off the court and for people to all feel a direct connection to it. Yes, it's a piece of Americana, but at the same time, it's, it's truly a global game and they can relate to it. 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