🏆Building a G League Franchise from Scratch: Inside an Unconventional Career Path

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Breaking In and Betting on Sales

Jonathan didn’t major in sports management. In fact, he hadn’t even considered a career in sports until a chance at an internship with the Texas Legends, the G League affiliate of the Dallas Mavericks, landed him in a role managing birthday parties and basketball drills. At the University of Oklahoma, he shifted from supply chain management to public relations and joined the Sooner Sports Management Club. That’s where he met Scott Loft, VP of Ticketing for the Oklahoma City Thunder. “He talked about a career in ticket sales, and I realized—wait, there’s an actual sales team behind all this?” That meeting changed everything.

Jonathan joined the Thunder part-time, hustling in a suit and sweating through concourses to generate leads. When a full-time opportunity opened up before he’d even graduated, he pushed to get in. He worked full days at the Thunder and drove back to OU for night classes. “I worked a traditional 9-5, then 6-10 to finish my classes for nine months . But that’s what it took to start my career..” Although his primary responsibilities were to sell the Thunder, he shifted his attention to the more challenging sell in the G League, focusing on group tickets for the OKC Blue. His manager challenged him: “Anyone call sell the Thunder. If you can sell the G League, you’ll make a name for yourself.” And he did.

Climbing the Ladder and Expanding His Scope

That success led him back to Dallas for a full-menu sales role with the Mavericks. After a strong season, he moved west to Levi’s Stadium to help launch the 49ers’ group sales operation. “That was the best year of my career. I was number one in sales. Things just clicked.” At 24, he became Manager of Ticket Sales and Service for the Santa Cruz Warriors. “I went from selling to leading a team of 24 people. That was a shift, but Santa Cruz is the best business in the G League, and I wanted to learn about how they operated..”

He later joined the San Jose Sharks, where he spent five years expanding and leading the premium sales and service department. Then came the call from Phoenix. When offered the chance to lead business operations for the Suns’ new G League team, Jonathan made the rare leap from premium sales to helping build a franchise from the ground up. “I wanted to be a Swiss Army knife – someone who could speak CMOs, CROs, and TeamPresidents.” He didn’t have a background in marketing or social, but that was the point. He leaned in anyway.

What Separates the Best

If there’s one thing Jonathan has learned, it’s that success isn’t just about revenue numbers. “The best people I’ve worked with, it’s not about revenue or skill. It’s about the care factor. Do you have a people-first mentality?” He believes in servant leadership. “My job is to make sure everyone on the team is in a position to succeed. I work for them.” That starts with asking people where they want to go in their career. “If I don’t know where you want to go, I can’t help you get there.”

Take the Risk & Don't Chase Logos

His advice to his younger self? “Take risks. Make moves. Do something uncomfortable.” From leaving Dallas for Norman to betting on himself in California with no safety net, every leap came with growth. “Every time I’ve felt most afraid and uncertain, the best things came right after.”

If he had just a few seconds with a college student, Jonathan would keep it simple. “Find good leaders. The people will drive your career. Everything else will figure itself out.” He adds, “Don’t chase logos. Being fixated on specific leagues or teams can be extremely limiting to your career growth and prospective opportunities. Be open to roles in different leagues or cities you hadn’t once considered - you’ll be surprised at how things can quickly take off when you have an open mind. s.”

Why He Shows Up

Jonathan’s why is clear: “To help people become the best versions of themselves in this industry.” He still calls the manager who gave him his first shot for advice. “My favorite days now are the ones where I get to offer someone a job or see them hit a milestone,” he says. “Starting a franchise is cool. But helping someone become one of the top sellers in the G League? That’s the highlight of my year.”

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