For Detroit Pistons fans, the relationship with their team unfolds as much online as it does on the court. Spartan alum Tamar Davis is part of the team behind that connection, shaping how fans engage — from social media moments to fan-driven events.

Davis is the brand manager for the Pistons and an integral part of making those interactions resonate with millions of the team’s followers. But when he first arrived at Michigan State University in 2013 as a finance major, a career in social media and brand marketing wasn’t part of the plan.

After one semester, Davis realized finance wasn’t the right path for him. By his second semester, he had “decided to be undecided,” he says — taking the time to explore what it was he really wanted to do.

Finding a path in a changing media landscape

At a university event for majors, Davis spotted a journalism table where Stratton Lee — now director of University Advising — was offering guidance. “He basically broke down what journalism was,” Davis recalls. “I walked away with that information and thought deeply about where I wanted to go. Journalism kind of just made sense.”

At the time, the media landscape was evolving, and Davis was paying close attention. “I tried to make sure that my Instagram and Twitter accounts were up to date on the latest trends,” he says. “Eventually, it snowballed into me knowing a lot more about it than the average person.”

During college, Davis started putting that knowledge to use by taking on roles that involved social media, just having fun with it. He didn’t yet realize that soon social media would become “its own thing, its own position, its own job.”

Bringing community, brand content and sports together

For Davis, a lifelong sports fan who was born and raised in Detroit, attending MSU meant being encouraged to develop into a well-rounded individual.

“Whether it’s the arts, sports or any of the pillars of culture, at MSU, you’re able to fit it all in in an organic way,” he says.

While studying at MSU’s School of Journalism in the College of Communication Arts and Sciences, Davis’ horizon expanded and he began connecting the dots between his interest in sports, his talent in communication and the importance of building relationships.

“In journalism, it starts with putting yourself out there a little bit more by having to be uncomfortable at times and talk to people that you might not know or know anything about and get a story from them.”

Davis sought out opportunities that initially felt outside his comfort zone, like a social media strategist internship at Athlete Interactive, learning along the way to ask for help and building relationships with professors, classmates and peers. He even became a resident advisor, a role that strengthened his ability to listen, build rapport and make a difference.

With guidance from journalism mentors Joanne Gerstner and L.A. Dickerson, Davis built both the skills and confidence to pursue a career in sports.

“Going to Michigan State University, no matter your major, helps to develop the skill of communication, which is something that I feel everyone should have going into the work field, especially the corporate world,” says Davis.

Building the Pistons brand in Detroit

Davis joined the Pistons in 2020, when the organization was looking for someone who understood social media and had a feel for Detroit’s culture. He started out as the social team’s digital media manager before moving into brand marketing in 2023.

“Now, I’m more heavily involved in strategizing around activations and making sure that the team stays culturally relevant,” he says. “That includes brand collaborations, relationships with influencers, artists and celebrities — and making sure we’re on the right track with organic social media trends.”

In the fast-paced sports marketing landscape, Davis develops innovative concepts and brings them to life for Pistons fans and residents of the city. He created Detroit Pistons Sneaker Grab, an annual sneaker fair held by the Pistons that will take place for the fourth time this summer. And he’s instrumental in Warmups, the Pistons’ pregame platform that features local Detroit artists, interactive experiences and more in celebration of the city’s basketball community.

Davis’ industry-leading approach to brand engagement earned him recognition from Forbes, who featured him in its annual ‘30 Under 30’ list, an honor he considers one of his proudest achievements so far.

In the sports world, he gets inspired by fellow Spartan alum Magic Johnson and by Golden State Warriors point guard Stephen Curry. “He’s leading the league career-wise and is also someone who’s very community-oriented and gives back a lot,” Davis says of Curry.

Those influences shape how Davis approaches both his career and his role in the communities he cares about — whether that’s Detroit or MSU.

“I always talk to fellow Spartans whenever I can,” he says. “And when students reach out to me on LinkedIn, I try to make time to give them advice. My professor, L.A., often asks me to speak to the class, and I make sure to make time for that.”

Staying connected to MSU, Davis says, is a way to help the next person find their path just like other Spartans did for him.