Suns Appoint Gregory as New GM and Elevate Jones to Senior Adviser Role: What This Means for the Team

The Phoenix Suns have made significant changes in their basketball operations, promoting Brian Gregory to general manager. This decision comes as the team aims to revitalize its strategy after a disappointing season, where they finished 36-46 and placed 11th.

Gregory, who has spent two decades coaching at the NCAA level, has been a key part of the Suns’ operations for the past two years. He played a crucial role in drafting fresh talent, including 2024 picks Ryan Dunn and Oso Ighodaro. Suns owner Mat Ishbia praised Gregory, stating, “He has a brilliant basketball mind and will elevate our team.”

James Jones, who served as general manager since 2019, transitions to a senior adviser role. Under his leadership, the Suns had four consecutive playoff appearances and celebrated a significant achievement by winning the Executive of the Year award in the 2020-21 season. Ishbia acknowledged Jones’s contributions, expressing gratitude for his impact both on and off the court.

As part of this transition, Oronde Taliaferro was elevated to assistant general manager. Taliaferro, previously the director of scouting, has extensive experience in NBA scouting roles. Paul Rivers, the Chief Innovation Officer, will also take on additional responsibilities in basketball operations, bringing over 25 years of experience, including with the Oklahoma City Thunder.

The Suns are now planning to search extensively for their next head coach. Ishbia stated the importance of creating a team with a strong identity—one that embodies grit, determination, and joy. Historically, teams with a clear identity often perform better and attract dedicated fans, enhancing the overall atmosphere in the arena.

### Recent Trends and Insights

A 2023 survey by Sports Business Journal highlights that fans increasingly want teams to build strong identities, echoing Ishbia’s sentiments. This desire shows how engaged fans are with their teams beyond just the wins and losses.

In this era of rapid change in the NBA, organizations that adapt successfully to new strategies often thrive. The Celtics and Heat, for instance, have shown how crucial it is to blend strong leadership with fresh talent to achieve long-term success.

As the Suns embark on this new chapter, their focus on a cohesive identity may inspire other teams to rethink their approaches to both management and player development.

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