EVENT DEBRIEF
LEADERS MEET INNOVATION
#MEETINNOVATION @LEADERSBIZ

SPEAKERS
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SPEAKERS

NEW COLISEUM
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THE NEW COLISEUM AS ROMA
● James (Jim) Pallotta
● Italian model for stadiums
● Atlanta went over budget
● Poured concrete before finding system integrator
● Built out a grid for each category looked at
various suppliers
● Facial recognition (security issues)
● Digital Tickets
● Make you the 2nd favourite fan through the
experience
● 365 days a year it will be going on
● Steep seating to get fans closer
● No one believe in VR for sport right now
● Trying to future proof the tech
● Coming in under budget and commercial
opportunities will drive success
● eSports - asroma.com/en/esports
○ Paul Rodgers heads up social and digital

THE NEW COLISEUM AS ROMA
● 365 days how you gonna keep them engaged
● Need to get data on fans BIG time
○ Fan manager 18-20 teams
○ Social
○ Ticketing
○ Demographic
○ Sponsorship
● Fan clubs
● Loyalty
● AS Roma have their own studios and have Roma
TV - 7 hours of original TV, which they are now
exporting
● Roma only club who have a radio station
● Crowdsourced website - Fan produce a lot of
content which the team curate
● Hall of Fame

CELTICS OWNER
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SUCCESS IN THE GREEN
● Steve Pagliuca - Co-Owner Boston
Celtics
● Worked on Dunn&Bradstreet deals
● 2.5 billion behind a new brand with
branson
● What do they look for in
investment
○ Increase customer
experience
○ Reduce cost
○ Good management team
○ Good strategy
● Put robots in amazon
● Bring championship to boston
through investment
○ Look at improving fan
experience
○ Open up players

SUCCESS IN THE GREEN
● No cheerleaders nothing but trouble
○ Took 5 years to get them in
● Improve fan experience
● Building community
● Excited about GE - brand that reps the
Celtics values
○ Data on players
○ Health
○ Systems
● 10th model (Money Ball) for drafting and
player analysis
● Ratings up 150%
● 60% people using ticketing on the phone
● 700 billion payments on phone in 2018
● Closer you get to fans the better the
business grows (they want to buy more)
● Needed a coach or GM (Danny Angie)
that must want data and be tech savvy

SUCCESS IN THE GREEN
● Kyrie was a BIG deal
● 2003 previous champs 7 players had
been involved in 30 championships
● Kyrie was seen as one of these guys
● They felt if Kyrie came over and got more
of the ball he would be even better (Data)
● He’s like a 2nd coach
● Really unlucky with Haward
● OTT broadcast and data
○ 25 years ago went out did a talk on
convergence, watching TV then
make a phone call (or through
mail) and vote on something
○ Fans want data immediately

DATA N OIL
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DATA THE NEW OIL
● Retail for VR in the next 2 years
● Data need to get on this ASAP
● 18 billion on Whatsapp for a communication app
● Modernize your core innovate at the edge
● Business Intelligence
○ Run business
○ Differentiate Business
■ Connect people, things and business
○ Data Foundation
● Mode 1 infrastructure
○ Fan - marketing and commerce
○ Team - performance
○ Business - operations
● Mode 2
○ Digital Sports - engage fans in the moment,
predict and reduce injuries, digital athlete

DATA THE NEW OIL
● Car is used on average 4% of the time
● Machine learning and artificial intelligence
● Customer retention for sharks
○ Looking at different sources of info
○ Building a digital profile and work on specific
propositions for different fans at different
times (bad weather analogy)
● @McStravickGreg

FAN EXPERIENCE
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NBA FAN EXPERIENCE
● Amy Brookes
● Stadiums are becoming the town halls of cities
● Seamless, entertaining, personalisation
● Enhancing In-Arena Experience
● Then beyond the Arena
● Pistons - Email changes dynamically
○ with different traffic info and scores depending when
they open it.
● GSW has Chatbot
● Miami - 80% are entering via mobile ticket and mobile wallet
● Flexible ticket products
● Intelligent way finding - Red yellow and green on toilets and
concession stands
● Facial recognition to send to phone from jumbotron
● Augmented reality
● Celtics bingo during a game

NBA FAN EXPERIENCE
● Connected with stadium services via app
● 5 3’s score you get chick-fill-a seamless right through the
mobile app
● NBA has become the Netflix of sports properties, because of
the players
● 1% of fans will ever attend a game
● League pass integrating bring friends into the broadcast but
also host commentators - local friends and celebs
● Snapchat filter
● NBA inplay - real time fantasy app - predicts where it’s going
in the future
● Fantasy league
○ 56% more than average fan in watch time
○ 84 mins on average
● Alexa NBA skills

AI & VOICE
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AI AND THE VOICE OF YOUR TEAM
● Andy Payne - Cisco
● 30x increase since the 70s in internal comms (work
orchestration)
● 50% increase in remote working
● 50% machine learning improves productivity by 2025
● Voice is responsive, instinctual
○ Voice 50,000 yrs old
○ Writing about 5000
● Voice is everywhere (we know this)
○ But it’s about how to tap voice into interface
○ Voice in Display out
○ Team TV distributed video across locations and
teams

AI AND THE VOICE OF YOUR TEAM
● Theo and Dale Ex NBA Pros
○ Stats are creating a lot more intelligence
○ Born way to early
○ Started learning by taping VHS, so much easier
to learn about moves plays and stats
○ Routine changed for the player
○ Access to the NBA is so much better now
● VR and AR could be the next bit
● Social media open accessed
● Who wins this game:
○ Celtics or Sixers

GROWTH STRATEGIES
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INNOVATIVE GROWTH STRATEGIES
● Seem to be taking more of a VC approach to running
a franchise
● Sports is still an undervalued assets which one of the
main drivers of this new approach
● First mover advantages and disadvantages
○ Reward
■ Kinexon - helped understand practice
time and gametime - player advantage
■ PR is great, sends a message
■ Partner opportunities
■ Spark in office and culture
○ Risks
■ Stumble and fall, bet on the wrong horse
■ About getting up

INNOVATIVE GROWTH STRATEGIES
● Sixers innovation lab
○ Seth Berger (And1) founder - needs running
(sold it from 250mill)
○ YouGetGood - eSports helps you go up levels
65% better faster
○ LiveLifeNice - Content company, people doing
good things for others (partnership with time)
○ Monster roster - helps you make better roster
decisions (gaming)
○ Living off the grid - something to do with cats
… (people laughed)
● Smart, intelligent, aggressive CEOs
● Philly doing very well considering their performance
○ There is no magic - hard work, truthful, get out
in front, aggressive marketing and messaging
● Teams are community assets and we are stewards of
them

INNOVATIVE GROWTH STRATEGIES
● Athletes are themselves, they are true to themselves
● Encourage them speaking about their social issues
● NBA has taken on Drugs, AIDs and more
● eSports
○ First NA Sports to buy eSports
○ Crazy big audience
○ More people watch legalises world
○ 40 million tuning into these matches
○ Moves and monetises very differently and no
structure, but next 12 months will be different
○ eSports is going to the moon, but it’s
fundamentally different business
● Not scratched the surface of the value of these clubs

INSTAGRAM
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INSTAGRAM STORYTELLING
● @bougie
● Caroline Drucker
● 800m
● Sports is compelling
● 243m people are connected to sports accounts
● BBall are number
● Fans are looking for the stories behind the game
● Video is huge 80% YoY on time spend on video and 4x
increase
● Unlocking value
○ Find you
■ Authenticity - your true value
■ Personal milestones (can turn
comments)
■ Traingin dats
■ Locker rooms
■ Everyday fun

INSTAGRAM STORYTELLING
● Keep regular
● Under 25’s spend 32 min a day on instagram
● 30% of sports accounts followed by teens
● Keep it consistent - tone
● But not too consistent
● Mix your types up / live, feed, stories
● 100 million people visit explore page every day
● Building a relationship
○ Repurpose content
○ Spice up existing content with stickers
○ Leverage talent
○ Tap into archives to tell stories using your
talent of what they thought of the game play
○ Make ordinary fun
○ Polling

INSTAGRAM STORYTELLING
● More stories tools, face filters, boomerang and super
zoom
● Live is blowing up, cristiano does a lot 360k concurrents
● Live with - this is a very cool bit of tech
● Driving value
○ Promotion Gal Gadot movie poster launch - we
need to do more of this with players
○ Show the love of the game and the players
○ Branded content
■ Marked as sponsors
■ Post performance
○ Insights (mobile and desktop)
○ Awareness > Tune in > merchandise > ticketsales
○ (Shop Now tool drove ticket sales tool)
● Simple but effective

INSTAGRAM STORYTELLING
● Take Aways
○ Users love sports
○ Stories offers immersive way to connect with fans
○ Use it to drive value for the business

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@BRANDJOE @TBUSH