NEW YORK, April 29, 2019 – THINK450, the licensing and marketing subsidiary of the NBPA, is pleased to announce that Nicole Arceneaux will be stepping into the new role of Vice President of Sponsorships. In this role, she will oversee all business development initiatives for both the NBPA and THINK450.

Ms. Arceneaux brings with her over two decades of event marketing and brand sponsorship experience. Before joining THINK450, Ms. Arceneaux served as Director of Partnerships for ESSENCE Communications, where she managed brand partnerships and sales across different media platforms. Prior to that, she spent seven years as the Director of Sponsorship Services with the New York Yankees, overseeing the sales and activation of sponsorship packages with Fortune 500 companies such as AT&T, Bank of America, SAP, Sony and Nike among others. In addition to her time with the Yankees, Ms. Arceneaux also worked in sponsorships for the Baltimore Orioles and actually began her professional career with the Chicago White Sox, serving as a member of their Community Relations team for seven years.

She boasts several years of experience on the agency side with Next Level Agency, where she created and led marketing campaigns for her clients in the medical field, and has a year of in-house experience in sales promotions at Robert Bosch GmBH. Ms. Arceneaux holds a Master of Arts in Organizational Psychology from Columbia University and a Bachelor of Arts in Psychology from Texas Southern University.

“Nicole’s deep knowledge of the sports world coupled with her expertise in sponsorships and marketing make her an excellent fit for this unique position,” said President of THINK450 Payne Brown. “I look forward to working with her as we continue to grow and develop our sponsorship business.”

“This is an exciting time for me as I join the NBPA and THINK450 family,” said Arceneaux. “There is ample opportunity for us to continue to grow our brand with everything we have to offer, from sponsorships, special events, brand activations and more. I look forward to working with everyone here and believe we have a bright future ahead.”



Please reach out to for more information about business opportunities with the NBPA and THINK450. Media inquiries should be directed to


About the NBPA

The National Basketball Players Association (NBPA) is the union for current professional basketball players in the National Basketball Association (NBA). Established in 1954, the NBPA’s mission is to ensure that the rights of NBA players are protected and that every conceivable measure is taken to assist players in maximizing their opportunities and achieving their goals — on and off the court.

The NBPA advocates on behalf of the best interests of all NBA players, including the negotiation of collective bargaining agreements, the filing of grievances on behalf of the players, or counseling players on benefits, educational and post-NBA career opportunities.

In addition, the NBPA provides a forum for players to participate in union activities – including executive leadership roles, team representative positions and global community outreach initiatives. The NBPA offers each NBA player the opportunity to get involved in the democratic institution that was created for, continues to exist for and is run by them.


About THINK450

THINK450 is the innovation engine of the NBPA, charged with creating disruptive and substantive business relationships for the most marketable athletes on the planet. THINK450 represents every current NBA player and works with leading companies and brands across all industries to help its members capitalize on growth opportunities in the content, marketing, technology, and licensing arenas – among others. For more information, please visit