Baseball, NBA, Olympics discussed on The Work in Sports Podcast - Insider Advice for Sports Careers
Seems like a softball question. because. It's largely because they've always been owned by billionaires who buy these teams because their hobbies, or because they're interested in doing something you know regional, or they want you know it's ego, driven or something like that. It's not a business. They've never run these businesses in fact, if you look at the order charts and most of the teams and leagues, and even get into the federation's it. It just doesn't make sense the way they're organized. They don't have groups that focus on consumers. It was a big headline the other month when I think it was just two months ago in the NBA, finally had a director of fan experience like the. It's like that's like breaking news. It's like we're going to pay attention to our consumers. I call holy cow like about that. You know if you go to Walmart. To Amazon if you go to Google, all they do absorb. About what their consumers want test, they have concepts of AB testing, which is you put one product and plunder moving group. Put another product in from another group. You see how they react you do it again. That kind of discipline and skill set really has been developed in sport. Yeah. It's fascinating. Sometimes it really dig into it because you realize how superficial our industry has been for a very long time. Okay, so you talked about this convergence. Are you sound like you want to jump in there? No? It is it's a little bit depressing, too. Because sports is so important, and part of the reason that we built the sports. Innovationlab is because we believe fundamentally that the sports does old place in society. So you said earlier like will fans come rushing back? They absolutely will come rushing back. Will they stay? Is the challenge in front of the industry right? There was a narrative before Cova that we were losing attendance at live events for certain leagues and certain properties it's it's not new right that's going on. So how do we export? It's back, but it better than it was. And that's the goal of using data and research and Best Practices to guide your decisions, and that's where if you ask me baseball, keep stepping on their own feet and tripping over themselves is that they have become unfortunately so outdated for this world with the Games take forever. The season's that are super long. The uninsured did did non interactive nature of their stadiums and events and places, and it just seems like that is the. The dinosaur in the in the four. Or of all the league's of all the opportunities out there and sports is that baseball has moved slower than the titanic. Well, when you put baseball next to the NFL and major and the NBA, they get a bad rap, because those other leagues really experiment with start ups and technology more aggressively than MLB, they just make better headlines about that, but MLB you know to their credit or the ones who created you know. Bam, and did all the mobile stuff I and they have pitch F, x and so they they just haven't executed the way that they need to to change the format. Perhaps their sport, because they're so tied to the history, and you know that audience that wants to compare babe ruth with Aaron Judge. It's so true it's like. Sometimes you gotta break free of tradition and move things forward into the future, but that's a whole new subject. So, okay, let's talk about the convergence you talked about. is part of your article. You talked about the convergence of the fluid. Fans Studio A. Sweet spot where that idea of the broadcast media, the social media and the event itself kind of overlap and it's. Like a cool looking ven diagram where you kind of see where those three things kind of. Converge obviously okay, so, but how does it does an organization that's rooted in their Game Day experience, or there are many experience there digital experiences which operate often as separate silos. How do they get to a place where they start to understand how to converge these things together and Kinda cater to the perfect persona in their audience. What's the? This is a whole nother podcast. 'cause it's really about creative disruption and innovation and the theories that business school students think about when they have to start doing something different while they keep their existing business model running. You know we'd be fools to walk in any of these organizations and say stop putting stuff on TV linear broadcast is dead. Do this thing right? So what this advice is really about is. Leave your existing silos place. Broadcast is working fine. It needs to innovate. You can do cooler things on broadcast. You have that team. Keep doing that. You've got your social team. You've got your digital team. They're starting to engage people on twitter and tick. Tock and instagram. Keep doing that because those people are really good at their jobs. And then you have your live events, people. They know how to handle product samples. They know how to do really cool. They can shoot that you know t shirt cannon anywhere they want. That stuff. But you need a new group and this new group were calling the fluid fans studio, and it's a simple organizational structure that cherry picks from those three silos to bring together people that have production live production skills, the kind of people that know what music to play at the right time. What graphics display what calls to Action? Get people to do something on their phone, and it puts them into a area where they can start talking about how that event is being broadcast. Distributed on social and experiencing the venue at the same time, and only things can happen from that. Everybody in this industry has been talking about the second screen experience. Right like Oh, well. You got the thing that's happened on TV and then we'll hit him on the phone with this, and then you know. If they wind up going to the game, we'll do this. It's like no those are. Those are not three separate things. That's a fan that wants to control their experience and move through a live experience touches people. They may want to be part of that fans in the stadium. They might be home, but they might want to feel like they're in the stadium. That's all the innovation that's being talked out now in cove. Right because they want, they can't go the whole theory about how games come back. His fans aren't allowed in the Stadium Rob. How do you feel like you're part of the stadium? But why haven't we figured that out yet? You know nobody gets go to the Olympics. My only figured out how to make. People feel like they're at the Olympics yet. We have digital technology. We have mobile technology. We have smart cameras. We abominated reality. Why are we doing that stuff yet? So the fluid pants studio tries to focus on that opportunity, so give us give us. Examples I have to imagine that there's some organizations that are hearing. You say things like this partners of yours teams. You work with whoever who are hearing. You say this and say I'm onboard. Let's let's start working, so give us some ideas of how this actually looks in practice. Like what does it actually look is a perfect example. Bundesliga German Soccer League, trying to come back without fans did cardboard cutouts of their fans in the stadium I saw that..