South by Southwest has set NBA commissioner Adam Silver as the opening featured speaker for its SXsports conference on March 11.

Silver succeeded David Stern as commissioner in February, 2014, after eight years as deputy commissioner. Two months later, Silver banned Los Angeles Clippers owner Donald Sterling from the NBA for life in response to racist comments made by Sterling, fined him $2.5 million and urged owners to vote to expel Sterling from ownership of the Clippers.

The three-day sports-focused track of SXSW Interactive and Film will include about 50 sessions and feature panels, film screenings and networking events.

“The NBA is already one of the most popular sports leagues in the world, and yet, since taking office, Commissioner Silver constantly welcomes new ideas to improve the game and harness the global sports audience,” said Rebecca Feferman, head of SXsports.