The Brampton Honey Badgers of the Canadian Elite Basketball League (CEBL) have made a major front-office move, announcing the appointment of Al Whitley as their new Chief Executive Officer. The hiring, confirmed on November 12, 2025, brings a seasoned NBA executive back to his home country to lead the franchise.
A Homecoming for a Canadian Basketball Veteran
This appointment marks a significant homecoming for Whitley, who was born in Belleville, Ontario, and raised in Victoria, British Columbia. His deep Canadian roots and passion for basketball were forged alongside childhood friend and NBA legend Steve Nash. After playing college basketball at the University of New Brunswick, Whitley embarked on a distinguished professional career that began in 2001 with the Dallas Mavericks.
Whitley brings more than two decades of experience in professional basketball to the Honey Badgers. He spent 22 years within the Mavericks organization, starting in marketing before a rapid transition to basketball operations. His extensive resume includes a pivotal role as a special advisor to former Majority Owner Mark Cuban, contributing to the franchise's historic 2011 NBA Championship victory.
Proven Leadership from the NBA G League
Most recently, Whitley served as the General Manager and Vice President of Basketball Operations for the Texas Legends, the NBA G League affiliate of the Dallas Mavericks. In this role, which he assumed in 2017, he oversaw all aspects of the organization. His responsibilities spanned from basketball operations and scouting to business development and community engagement, leading the team to its first-ever playoff win.
Reflecting on his new role, Whitley expressed his excitement about the opportunity. "I am incredibly grateful and excited for this opportunity to help lead the Brampton Honey Badgers back to championship form – both on the court and in the community," said Whitley. "Being born and raised in Canada, this is a full-circle moment for my family and me."
A New Era for the Honey Badgers
Honey Badgers owner Leonard Asper voiced his confidence in Whitley's ability to fulfill the team's mission. "When I acquired the Honey Badgers, I committed to creating a winning team that also serves as a pillar of its community," Asper stated. "Al Whitley’s track record and reputation leave me no doubt that he is the right person to fulfill that mission."
As CEO, Whitley's mandate is to elevate the Honey Badgers organization on multiple fronts. His goals include building a championship-caliber roster, enhancing fan engagement, and strengthening the team's ties within the Brampton community. Throughout his career, he has worked with influential figures like Dirk Nowitzki, Jason Kidd, and Luka Dončić, providing him with a wealth of knowledge to draw upon.
Fans can anticipate an eventful offseason with community events leading up to the 2026 CEBL season tip-off in May. Details on 2026 season ticket packages are expected to be announced in the near future.
