Detroit native and hip-hop icon Big Sean is taking his partnership with the Detroit Pistons to a new level. The six-time Grammy-nominated artist has expanded his position with the NBA franchise, now serving as Creative Director of Global Experience–a broader and more influential role designed to shape how the organization connects with fans around the world. This shift comes as the Pistons look to intertwine basketball, culture, fashion and community in innovative ways.
The updated title signals a larger commitment from both sides. For Big Sean, it represents a chance to influence how a major professional sports franchise expresses itself culturally–from game-day experiences and global partnerships to digital content and fan engagement strategies. For the Pistons, the move further demonstrates a desire to expand beyond traditional basketball operations into the realm of global cultural relevance.
A Detroit Story with Cultural Reach
Big Sean, born Sean Michael Leonard Anderson, has long been a proud representative of Detroit on the global stage. His rise from a young artist with a dream to an internationally recognized musician has resonated with fans far beyond music. But for many Detroiters, his connection to the city’s sports culture runs deep: he grew up a Pistons fan, carried their colors in songs and on stage, and even saw his Don Life logo appear on Pistons practice gear after his initial creative partnership with the franchise.
“It’s been an honor to serve the Pistons community, and stepping into this expanded role as Creative Director of Global Experience allows me to do it on an even bigger scale,” Big Sean said. “Detroit has always been rich with talent and culture, and my mission is to keep opening doors and hiring our city’s creatives to shine alongside one of the most iconic franchises in sports. I’m grateful to the Pistons for trusting me to help define what the culture of Detroit Basketball really means.”
The Pistons initially welcomed him into their fold as Creative Director of Innovation, where he contributed ideas and direction for merchandise, fan experiences and community engagement. Now, as Creative Director of Global Experience, his influence is poised to expand internationally. This change reflects a trend among sports franchises looking to connect with younger, culturally savvy audiences that consume sport as part of a broader lifestyle.
“Sean is an accomplished artist, philanthropist and entrepreneur. Having spent time with him and his family I know how deeply he cares about the city of Detroit,” Tom Gores, Pistons owner, said in 2020. “We share a common desire to use the power of sports and entertainment to improve our community and make a positive impact on people’s lives. I’m excited to see what we can do working together.”
Sean’s Detroit roots and cultural credibility make him a natural fit for this expanded role. Growing up in the Motor City, where sports, music and culture are deeply intertwined, gave him firsthand insight into how a community rallies around its teams–not just on the scoreboard, but through shared identity, style and pride.
What the Expanded Role Entails
As Creative Director of Global Experience, Big Sean will work on initiatives that go beyond local fan engagement to international collaborations, storytelling and brand experiences across multiple platforms. That could include curated global content, international playlist partnerships tied to Pistons events, expanded merchandise collections that merge basketball and lifestyle culture, and collaborations with fashion and tech brands that resonate with audiences outside traditional NBA markets.
The role also places Sean at the intersection of creative strategy and fan experience execution, a rare position for artists outside of typical brand ambassador roles. Rather than serving only as a figurehead, he is expected to be deeply involved in shaping the way the Pistons are presented and experienced–whether at home games, in digital campaigns or on global tours that spotlight Detroit’s culture and the NBA’s reach.
Pistons leadership has emphasized that this isn’t a ceremonial title–they want intentional, strategic contributions that help grow the brand’s relevance in an increasingly competitive entertainment landscape. With global streaming of NBA games and international fan bases on the rise, the franchise sees opportunity in having a voice like Big Sean’s help lead that narrative.
The blending of music and sports isn’t new, but Big Sean’s role elevates that relationship to an organizational priority. NBA franchises have long leaned on cultural tie-ins, from halftime performances to celebrity courtside appearances, but this expanded creative leadership role formalizes that partnership in an unprecedented way.
Community Impact and Global Reach
While the expanded title has global implications, it doesn’t distance Sean from the Detroit community. His long-standing work through the Sean Anderson Foundation, including events like DON Weekend, which brings resources and celebration to Detroit neighborhoods, remains a central part of his identity. That community focus is also an asset for the Pistons, whose own outreach programs seek meaningful local impact.
Outside of basketball, he recently partnered with Usher on an initiative aimed at supporting young creators and entrepreneurs in Detroit, reinforcing his focus on mentorship, opportunity and community impact.
“Detroit is where my creativity was born. From freestyling in my mom’s basement to performing on the biggest stages in the world. My mission has always been to make sure the next generation of dreamers and innovators from my city have the access, tools, and mentorship to do the same,” Big Sean said. “The Innovation Incubator is about showing young people that they don’t have to leave Detroit to chase opportunity, they can build it right here.”
The collaboration centers on providing funding, guidance and visibility to emerging talent across music, fashion and tech. For the Pistons, that community-driven approach aligns naturally with their efforts to engage fans beyond the court, while highlighting how Sean’s influence extends well beyond game-day experiences and into Detroit’s evolving creative economy.
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