Justin Nelson

General Manager @ New Zealand National Basketball League (NBL)

Justin started out as a sports broadcaster in 1991 and enjoyed over two decades behind the microphone and in front of a camera, before moving into sports management over the last decade.

Following an insightful three-year stint as Communications Manager during the growth years at SportingPulse, he made a significant move to a V8 Supercar team where he honed his marketing and sponsorship skills.

Justin’s move into basketball was when worked with Australia’s longest-running women’s sports franchise, the Melbourne Boomers in the WNBL. Five years on and after elevating the Boomers to number one for revenue, crowds and members, some of which grew by more than 10-fold, he crossed the ditch to join the New Zealand National Basketball League as General Manager in early 2019. Justin has led an unprecedented growth in social media, television viewers and media coverage for the NZNBL during the competition’s 39th season.

In particular, the NZNBL is today unlocking the path to establishing data rights, increased data acquisition and broader commercial reach through data gathering platforms.

For more than a decade Justin has made annual visits to the United States to link up with NBA, WNBA and MLB franchises to study their world-leading sports operations.


A Melbourne native, Justin is now enjoying life abroad and bringing a slice of the ‘Australian way’ to basketball in New Zealand.