Bob Basche' is chairman of Millsport and chief relationship officer of The Marketing Arm. Prior to joining Millsport as executive vice president and managing partner in 1982, he worked at NBC Sports as director of talent and promotion.
While at NBC, Basche' won three Emmy Awards as associate producer for SportsWorld and for the network's coverage of Wimbledon, with which he continues to be involved. In his role as head of on-air promotion, Basche' coined the term "Breakfast at Wimbledon," describing the first live broadcast of the Wimbledon Finals in the early morning time slot. As director of talent, Basche' played a key role in developing NBC's on-air talent roster, including Bryant Gumbel, Dick Enberg and Bob Costas.
Prior to NBC Sports, Basche' held communication management positions with the men's ATP Tour and the LPGA, serving as that organization's first director of public relations. His career in sports marketing began with the Philip Morris sports group, serving as communications director for the Virginia Slims Tennis Tour.
Respected in the industry for his depth of experience and insight, Basche' has been quoted in Brandweek, Sports Business Journal, The Dallas Morning News, Fort Lauderdale Sun-Sentinel, and Cleveland Plain-Dealer.
A graduate of the University of Notre Dame, Basche' is involved in all facets of Millsport and The Marketing Arm business, with particular emphasis on television-related projects.