To hear Missouri State University alumnus Luke Thomas describe it, his job with the San Antonio Spurs professional basketball franchise isn’t just a marketing job. It is “storytelling in a physical space.”

“Every detail, from the environment to the messaging to the way a fan interacts with a moment, is communicating something,” Thomas said. “My job is to make sure that message is intentional, cohesive and something people actually want to be a part of.”

Thomas’ job title is Experiential Marketing Manager, Strategic Growth for Spurs Sports and Entertainment. He joined the organization in early 2026. His responsibilities include planning large-scale fan activations, community events and other activities that “connect the Spurs to new and existing audiences,” he said.

“In Austin, this work comes to life across a series of tentpole moments throughout the year,” Thomas said. These include Spurs Week Austin, SXSW, Austin City Limits, Formula 1, and the Spurs International Half Marathon. The activities are designed to grow the Spurs’ brand in Austin and expand its presence globally, especially in Europe and Mexico.

“We just did an event in Paris for the playoffs,” Thomas cited as an example of the Spurs’ global marketing campaigns. “We will be back in July, and then we are playing games in Paris and Manchester, England, in January.”

Before his current position with the Spurs, Thomas worked at Walt Disney World in Park Planning and Integration. In that role, he managed large-scale operational and event logistics at Disney’s Animal Kingdom.

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