As Senior Vice President of Direct-to-Consumer for the NBA, Jeff Geels is responsible for leading the DTC Business unit. He leads strategy, operations, growth, and analytics for NBA League Pass, the NBA App, digital advertising, and all other League direct-to-consumer offerings. He also manages the League’s operation of multiple DTC services for NBA Teams and Affiliate Leagues.

Prior to re-joining the NBA in June 2022, Geels was Senior Vice President and GM of GOLFTV at Discovery, Inc. GOLFTV was a global digital media brand operated by Discovery with content from the PGA TOUR, The Masters, the LPGA, and other premium Golf properties. At Discovery he helped negotiate a 12-year licensing deal with the PGA TOUR and then created and launched the GOLFTV brand in 2019.

Prior to that, Geels served as Senior Director of Direct-to-Consumer at the NBA. He was one of the first members of the dedicated direct-to-consumer team where he was responsible for NBA League Pass.

Geels spent his earlier career in a variety of roles across direct-to-consumer investment, strategy, development, and operations. He worked for companies such as McKinsey & Co., DIRECTV, and The Chernin Group.

Geels earned a bachelor’s degree summa cum laude from Yale University and a master’s degree in business from Harvard University.