From Florey to the NBA
For Luke Roberts, the journey from the classrooms of St Francis Xavier College to promoting the NBA on the global stage has been anything but ordinary. Now helping grow one of the world’s biggest sporting and entertainment brands, Luke works across international partnerships, media rights and grassroots basketball initiatives that are introducing the game to new audiences and creating opportunities for communities around the world.
From meeting with government ministers to negotiating broadcast partnerships and helping build basketball courts in Africa, no two days are ever the same.
“It’s about much more than getting people to watch basketball,” he says.
“One day I might be meeting with a Government Sports Minister to talk about growing basketball in their country, and the next I’m working with partners like ESPN to secure broadcast rights. Another day could be helping organise coaching clinics or creating opportunities for kids to play basketball for the very first time.”
His work sits at the intersection of sport, entertainment and community development—expanding the NBA’s global reach while helping create opportunities that extend far beyond the court.
A Global Career That Started with Curiosity
Interestingly, a career in professional sport wasn’t always the plan.
After studying Media at university, he spent a decade working for Disney across Africa, the Netherlands, Belgium, the Middle East and Scandinavia. The experience exposed him to diverse cultures and taught him how global entertainment businesses operate.
Moving to the NBA felt like a natural progression.
“The NBA isn’t just a basketball league—it’s one of the biggest entertainment brands in the world.”
Today, his role combines commercial strategy with community impact, helping grow basketball in emerging markets while building partnerships that connect millions of fans with the game.
Changing Lives Through Basketball
Among the many highlights of his career, one project stands above the rest—the launch of the Basketball Africa League (BAL).
The BAL is the NBA’s first professional league outside the United States, bringing together clubs from 16 African nations and hosting games across countries including South Africa, Egypt, Morocco, Kenya and Nigeria.
“Seeing something go from an idea to a league that’s changing lives and creating opportunities across an entire continent has been pretty special.”
It’s a reminder that sport has the power to unite communities, inspire young people and create lasting social impact.
Lessons That Matter Most
Despite working with one of the world’s most recognisable sporting organisations, the qualities he credits for his success are remarkably simple.
“Hard work. It sounds simple, but nothing beats someone who’s prepared to put in the effort every day.”
Equally important has been the ability to build genuine relationships.
“Almost everything I’ve achieved has come from working well with people and building trust over time.”
It’s advice that applies whether you’re working in sport, business or any other industry.
Memories of St Francis Xavier College
Looking back on his time at St Francis Xavier College, it’s the friendships that stand out most.
“I haven’t lived in Australia for nearly 20 years, but many of those friendships are still going strong today.”
He also fondly remembers his mathematics teacher, Mr Dexter.
“He had an amazing way of making the hardest problems seem easy, and I’ve never forgotten that.”
School was about embracing every opportunity.
“I was in the school musicals, played just about every sport I could and said yes to pretty much every opportunity that came along.”
Those experiences, he believes, helped shape the career he enjoys today.
Although, he laughs, there was one subject that never quite clicked.
“I have to admit—I was absolutely terrible at woodwork!”
Advice for Today’s Students
If he could offer one message to current SFX students, it would be this:
“Relax—you don’t need to have your whole life planned out at 17.”
“Work hard, stay curious, say yes to opportunities and don’t be afraid to try something new. Careers rarely follow a straight line—and that’s actually what makes them interesting.”
He also encourages students interested in sport to think beyond the playing field.
“There are careers in marketing, social media, finance, law, technology, broadcasting, analytics, partnerships and events.”
His advice is to get involved early.
“Volunteer at your local sporting club, coach a junior team or help at community events. Those experiences teach skills employers really value.”
Looking Ahead
Basketball’s global growth shows no signs of slowing, with the Basketball Africa League continuing to expand and new opportunities emerging through projects such as the NBA Europe League.
For him, the greatest motivation is helping build something that lasts.
“Whether it’s launching a new league, building basketball courts or creating opportunities for kids to play the game for the first time, you’re helping leave something behind that will still be there long after you’ve moved on.”
And while his career has taken him across the globe, Australia remains close to his heart.
“Family and friends, without a doubt. They’ll probably tell you I’ve lost my Australian accent by now… but I still refuse to believe them!”
As for the future, one opportunity stands above the rest.
“Being involved in the Brisbane 2032 Olympic Games as an Australian working in global sport would be pretty hard to beat.”
His journey—from saying yes to every opportunity at St Francis Xavier College to helping shape the future of basketball around the world—is a powerful reminder that success isn’t always about following a set plan. Sometimes, it’s about staying curious, working hard and being willing to embrace whatever comes next.