Malcolm Farmer is the President and General Manager of the Texas Legends, the NBA G League affiliate of the Dallas Mavericks. After originally joining the organization as a volunteer, Malcolm has spent more than 16 seasons helping build the Legends into one of the G League’s most innovative franchises.Under his leadership, the Legends have developed a reputation for doing things differently, from pioneering new sponsorship activations and hanging cars from the arena rafters to wearing a different charity-focused jersey at every home game. Malcolm and his team have embraced experimentation with a simple philosophy: there can be a bigger risk in not trying something new.In this episode, Malcolm discusses his unconventional journey from college basketball coaching into the business side of sports, how the Legends approach innovation and partnerships, why community impact is embedded in the organization’s business model, and where he sees untapped opportunities for the G League and other emerging sports properties.Malcolm also shares his advice for the next generation of sports business leaders and why being willing to work outside your job description can become a major career advantage.

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