Michael McCullough’'s role with the HEAT could best be described as the “brand architect” for the club. He and his staff work year round to shape the public image of the team through marketing, advertising, promotions, business communications, broadcasting, community relations, game operations and events, in-arena broadcast operations, retail operations, the internet, relationship marketing, database management, market research and e-mail marketing.

In his 13 years at the helm of the HEAT'’s marketing operation, he has established new benchmarks and best practices for sports marketing in game presentation, brand building, promotions and innovative public relations campaigns. He has also helped foster a bond with fans via unique advertising and by staging events and promotions that allow the fans to get close to the HEAT and take an active role in the success of the team, including the “White Hot”, “The Red Zone” and “Back in Black” color-themed playoff promotions. Under his guidance, the HEAT'’s marketing team has repeatedly been recognized for excellence and has received numerous awards and accolades while enabling the club to reach its business goals.

Prior to joining The HEAT Group, McCullough was with the Sacramento Kings, where in five years he oversaw a marketing effort that led to 495 consecutive sold-out games. Originally charged with overseeing the team’s business development endeavors, he was later promoted to Vice President of Marketing and Broadcasting in 1993. There he oversaw the sale of the Kings’ broadcast inventory, arena signage and luxury seats, while also leading the team’s efforts in the areas of community relations, ticket sales, customer service, game promotions and media relations.
McCullough originally joined Sacramento in 1988, spending two seasons as the team’s director of broadcasting before accepting a similar position at the NBA in 1990, where he assisted teams in the production of game telecasts and played an integral role in national NBA broadcasts, as well as special event broadcasts like the NBA Draft and NBA All-Star Weekend activities.

A three-year starter for the Utah State Aggies basketball team, he graduated in 1984 with a degree in political science. McCullough and his wife, Kellie, live in Palmetto Bay with their five children: Nathan, Samantha, MacKenzie, Zachary and Kirbie.