Swin Cash has had a unique basketball career as both a member of the Naismith Basketball Hall of Fame as a player before working in the front office of the NBA’s New Orleans Pelicans for six seasons, including as the team’s senior vice president of basketball operations.
That basketball resume was attractive to Amazon Prime Video. Starting this fall, Cash will appear on air in a front office insider role for Prime Video’s NBA studio show during the NBA season. She’ll then transition to a studio analyst for Prime Video’s WNBA coverage. Prime Video is expected to make a formal announcement on Tuesday.
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“This role is still pretty new, and I’ve got a lot of respect for those who’ve paved the way, especially my girl, Amy Trask,” Cash said, referring to the CBS analyst and former CEO of the Oakland Raiders. “I’m excited to contribute to an already stacked broadcast team and bring a perspective shaped by my time as a player, analyst and executive. My goal is to give fans more than the box score, showing how teams think, why decisions get made, and what the process really looks like.”
The NBA will begin its new 11-year, $76 billion arrangements with incumbent ABC/ESPN, NBC/Peacock and Amazon Prime Video this fall. There has been a flurry of NBA on-air hires between Amazon Prime Video and NBC/Peacock. Among those added by Amazon Prime Video are play-by-play announcers Ian Eagle, Kevin Harlan and Michael Grady. The network’s analysts include Brent Barry, Blake Griffin, Steve Nash, Dirk Nowitzki, Candace Parker, Stan Van Gundy and Dwyane Wade. Cassidy Hubbarth will be Amazon’s No. 1 sideline reporter when it begins NBA coverage next season. Taylor Rooks will host the studio show.
Cash, whose decorated career includes three titles over 15 WNBA seasons, two NCAA titles at the University of Connecticut, and two Olympic gold medals, said her role on Prime Video’s WNBA coverage remains a work in progress. She said what she hopes for Prime Video’s coverage, and WNBA coverage overall, is an increase in storytelling. She said she loved the attention “Stud Budz” — the popular Twitch show featuring Lynx players Courtney Williams and Natisha Hiedeman — received during the WNBA All-Star Weekend.
“I’d love for us to go deeper with the coverage,” Cash said. “Storytelling is so important to bring fans on the journey. Not just with the superstars, but across the league. Fans don’t just fall in love with a player’s game; they fall in love with the person, the personas. When we let people see who these women are, their stories, their grind, their humanity that’s how you build connection and grow the audience in a real way.”
This article originally appeared in The Athletic.
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