A guy with a scarf

The Microshifter's Guide to Fragmented WorkWelcome to our discussion on Microshifting: the new rhythm of work that aims to make your professional life "shorter, sharper, and more human". This practice is gaining traction, especially among solo professionals and Gen Z, and has been called the next evolution of flexible work.What is Microshifting?Microshifting is defined as the art and occasional struggle of working in shorter, intentional blocks of time, typically under six hours, instead of continuous stretches. It involves breaking the day into fragments, creating a "mosaic" rather than the linear 9-to-5 schedule of the past.For independent workers—creators, advisors, and thinkers—microshifting is often necessary for survival. It allows professionals to build around peaks of inspiration and align their work with personal rhythms, energy levels, and creativity, rather than against real life. This approach is seen by some as liberation, though others view it as fragmentation.The concept fits neatly into the new modular economy and the creator economy, where work involves short cycles, quick releases, and frequent recalibration. It signifies a cultural shift toward customizing work to fit the human, instead of forcing the human to fit the clock.The Choreography of FragmentationMicroshifting is not chaos; it is choreography. The author of the accompanying guide realized they were a Microshifter when they began working in bursts—a few hours of intense focus, a pause, another window of deep work, and sometimes a late block of writing.In this model, days are designed like a musical score with movements and pauses. Each block of time has its own specific start, end, and purpose, such as a creative block in the morning or a communication block in the early afternoon.The Freedom Trap and the Need for EdgesWhile the freedom is seductive, it presents a danger: flexibility, when unmanaged, becomes erosion. Without fixed corporate schedules, there is a risk of stretching time infinitely, leading to 15-hour days spent across five different tasks and four different moods.The key insight is that flexibility is not the opposite of structure; it needs structure to survive. Microshifting must involve "framed fragments," meaning that you must fiercely defend the edges where each work block begins and ends.A core challenge is the Cost of Fragmentation. Splitting the day requires extra effort to reconnect the dots, potentially fracturing the sense of flow and making the Microshifter feel perpetually "halfway through" everything. This risk means one might become incredibly responsive but slowly lose the ability to go deep, which requires time, boredom, and friction. To mature as a Microshifter, one must move from being merely flexible to being intentional.What the Science SaysThe principles underpinning Microshifting are supported by research on focus and recovery.• Productivity Peaks are Short: Behavioral data suggests that most people sustain true high-focus work for only about 2 to 3 hours per day, supporting the use of short, high-intensity blocks.• Breaks Improve Well-being: Studies indicate that micro-breaks (typically under 10 minutes) significantly reduce fatigue and increase vigor. Active micro-breaks, such as stretching or walking, can improve mental well-being and reduce musculoskeletal pain.• Autonomy is Key: The ability to take breaks and have control over one's time and rhythms is vital for sustainable performance.However, the science also presents warnings about excessive fragmentation:• Cognitive Load: Switching tasks frequently, even within short blocks, incurs a measurable switching cost, potentially consuming 10–20% of working time as the brain reorients.• Overwork Risk: When individuals have high control but low boundaries (like working flexible hours from home), they tend to work longer overall and struggle to detach, potentially leading to higher fatigue.

This week, I asked my ex-colleague Jim Irving about one of the biggest frustrations in streaming — finding what to watch. His new app, Recce, takes a surprisingly human approach to solving it.🎙️ Q: What is Recce?💬 Jim’s take:Finding what to watch has become one of the biggest pain points in media — and Recce wants to fix that by bringing trust back into recommendations.➡️ Recce is a movie and TV review app built around trusted recommendations — not algorithms, but real people you actually know.➡️ It digitizes the most natural discovery habit we all have: word of mouth. That moment in a café or pub when someone says, “You’ve got to see this.”➡️ Users can share, rate, and discuss shows within their communities while building their own curated watchlists.➡️ Through Recce Rewards, engagement is rewarded — since people create value on the platform, they also share in it through access to exclusive content and prizes.As Jim puts it: “We’re trying to digitize the most trusted way of finding great content — word of mouth.”📱 Recce goes on pre-order this week — a small but meaningful step towards a more personal way to discover what’s worth watching.

🎙️ Q: What are the traits and skills to get hired in our industry in 2026?💬 Chris’s take:The game of hiring has changed — and not always for the better.AI and automation aren’t necessarily improving recruitment; they’re exposing how broken and outdated many processes already were.➡️ Recognize that job hunting today can be demoralizing — applications often disappear into a black hole.➡️ Stop “job hunting” and start “job farming”: use your LinkedIn network as fertile ground. Those connections are your community, not random numbers.➡️ Productise yourself: craft your narrative — where you’ve been, where you are, where you want to go — and anchor it around what you truly love.➡️ And finally, don’t underestimate likability. Skills matter, but positivity and energy are what make people want to work with you.Chris puts it perfectly: “If you go in with years of experience but speak in a polluted way about where the industry is going, that’s going to put people off.”🎧 Watch the full 3-minute video on A Guy with a Scarf asks a question to… Chris Redmond.

At IBC 2025, I sat down with Giles Baker of Dolby to explore how the company is shaping the next chapter of live sports and immersive streaming. Dolby is a brand we encounter daily — from iPhones with Dolby Vision to cinemas with Atmos — but with Dolby OptiView, they’re pushing further into live experiences.Giles has spent 15 years at Dolby, driven by a passion for sound and vision:“What excites me today is seeing all the things we’ve been working on come together with Dolby OptiView.”Dolby Vision has been around for a decade, but the second generation goes further:More control for creators over how content looks on different devices.TVs that finally meet the dream Dolby had years ago — and can now stretch content to full performance.A sharper focus on live sports, making broadcasts smoother and closer to real life without the dreaded “soap opera effect.”As Giles put it:“It’s about being immersive without putting anything on your face.”OptiView combines three critical layers:The Player – Consistent, high-quality across devices, flexible enough for mobile or big screens.Latency Control – Not a race to the lowest number, but tuned to each use case. “If you need half a second latency, we’ll deliver it at scale. But if you don’t, you shouldn’t have to pay for it.”Monetization – With server-guided ad insertion (SGAI), ads become seamless, personalized, and less intrusive. They can appear side-by-side, in a corner, or as part of the flow.This isn’t just about ads:“Over time, people will innovate and deliver different types of content to different users. Personalized highlights, live games, analysis — all mixed into the experience.”The sports industry has long struggled with fragmented tech: inconsistent players, latency headaches, and clunky ad breaks. Dolby’s approach is to unify these into one system. At scale, that means leagues, broadcasters, and platforms can focus on storytelling and fan connection rather than integration challenges.For fans, the impact is clear: more immersive images, real-time experiences that sync you with the crowd, and personalized highlights without losing the live moment.Giles summed it up:“Immersion is about making you feel as close as possible to the action, together with everyone else, without adding friction.” ➡️ Dolby Vision 2 puts creators in control and makes sports look real. ➡️ OptiView offers flexible latency as a business choice, not a tech constraint. ➡️ Ads are reframed as content — personalized, non-intrusive, and even enriching. ➡️ Dolby is building a complete system to support the scale of modern sports streaming. ➡️ The future lies in personalization powered by AI, surfacing what fans care about in real time.Dolby Vision 2: Designed for NowDolby OptiView: A Complete SystemWhy It MattersKey Takeaways

🎙️ Sébastien is a French sports media expert with 20+ years of experience in the industry.Q: With Ligue 1 going D2C and the new app being deployed in France, what is the reception of the app and of Ligue 1?Sébastien shared that fans in France have welcomed the new Ligue 1 app — lower price (€14.99/month for 8 out of 9 games) and strong editorial coverage have made the experience feel premium. Pre-game shows, behind-the-scenes content, and immersive storytelling quickly pushed the platform past 1M users.But here’s the catch: revenue for clubs is nowhere near the past cycles. Where the 2018–19 champion earned ~€60M from media rights, this year’s winner might only see ~€5M.The challenge for Ligue 1 is clear: how to turn engagement into sustainable value for clubs. New revenue streams like interactive rights, betting, and sponsorship may be needed to bridge the gap.A fascinating reminder that fan reception and financial sustainability don’t always move in sync.🎥 Full reply in under 3 minutes — that’s the spirit of this new series.

This year at IBC, instead of writing another list of highlights, I sat down with analyst Paolo Pescatore to reflect on what the show really told us.Paolo put IBC in context with other global events. CES sets the tone, MWC defines connectivity, GITEX is now the largest consumer electronics show, while NAB and IBC feel smaller but remain key networking hubs. Attendance and exhibitor numbers were down. “If companies spend hundreds of thousands, they want ROI. Declining numbers are worrying,” Paolo noted.My own view was that conversations were more realistic. Less hype, more honesty. AWS again dominated with its vast booth and live production demos, while camera and production halls were packed. Microsoft and Google felt less present.One clear theme: live sport. Almost everyone I met asked about it. Paolo confirmed: “Live sport is still the anchor. It drives innovation—from multi-view streaming to personalized advertising—and it’s where people are still willing to pay.” Streamers like Netflix and Amazon are investing heavily, while broadcasters struggle with costs and late pivots to cloud/IP.The conference sessions felt detached from the show floor. The Tech Zone was little more than last year’s AI Zone. Paolo suggested more innovation and ecosystem diversity are needed.AI itself was everywhere. But value today is pragmatic—metadata tagging, subtitles, file transfers, personalization. “Beyond that, it gets wishy-washy,” Paolo warned. Netflix remains best-in-class in user insights. Hardware and connectivity—Nvidia chips, 5G workflows—are driving real opportunities.For me, IBC was focused and productive: hosting Retention Zone Live with Cleeng, collaborating with Dolby OptiView, and exploring partnerships. I left with a sense of grounded optimism.Paolo closed with a challenge: “We’ve plateaued. Walk-ups are rare. Everyone knows each other. Now we need a shift in gear.”IBC remains valuable, but it faces a moment of truth. Less spectacle, more realism. Maybe that’s no bad thing.

For this special IBC 2025 edition of A Guy with a Scarf, I spoke with Dan Coffey, Director of Product at Dolby OptiView, about the future of immersive streaming, new ad formats, and the role of consistency in low-latency delivery.Coffey joined Dolby six years ago through the acquisition of Hybrik. Since then, he has been shaping Dolby OptiView’s product roadmap. For him, technology is always in service of a bigger mission: storytelling. “Telling a good story is immersive when you can use the best technology. It’s like putting the right tool for the right task.”At IBC, Coffey presented Dolby’s latest server-guided ad insertion (SGAI) technology. Instead of the traditional one-size-fits-all ad break, Dolby enables multiple non-linear formats: double box, squeeze-back, or full takeover. The result? More ad opportunities and better monetization without breaking the live experience. “It’s really about giving the opportunity for more ad breaks, and that increases the opportunity for more revenue.”The system also powers regionalized and personalized targeting. Ads can be delivered by geography or down to the individual user, with the same mechanism extended to editorial content such as replays. Imagine watching your favorite match and automatically receiving highlights featuring the players you care most about. As Coffey put it, “It’s about personalizing the ad to the user and the experience to the device.”Latency was another central topic. Dolby OptiView has built a streaming stack that doesn’t just chase the lowest possible delay—it delivers predictable, consistent latency. Sub-second delivery works for interactive features, two seconds is tuned for sports betting, and five seconds aligns with broadcast. “What’s really special about our streaming product is that the latency is very consistent—far more consistent than HLS.”Dolby also showcased an SDR-to-Dolby Vision upconversion demo, upgrading standard feeds to premium HDR quality. For platforms managing mixed-source content, this can ensure audiences always get the best possible viewing experience.Key takeaways: – Storytelling drives technology at Dolby OptiView. – Advertising is being reinvented with non-linear formats and regional targeting. – Personalization goes beyond ads, into editorial content. – Consistency is king in latency, tuned to use cases from fan polls to betting. – Quality upgrades like SDR-to-Dolby Vision ensure premium delivery at scale.What emerges is not just a set of features, but a vision for streaming as a unified, orchestrated experience. Ads, latency, personalization, and quality don’t live in silos—they come together to create a seamless and immersive narrative for fans everywhere.

💡 How Server-Guided Ad Insertion (SGAI) Could Redefine the Streaming Ad Experience

Paul Boustead's journey started "as a researcher doing research for telcos in Australia" back in 2000. Hel worked on real-time CDNs during what he calls "a super interesting time" when it was "very hard to actually get good scalable streams out there and working."His path led through gaming technology—"voice communication, massively multiplayer computer games"—before founding a company that Dolby acquired in 2007. This gaming background proved invaluable, as many low-latency challenges in sports streaming mirror early multiplayer gaming requirements.Defining Purpose-Driven LatencyPaul offers a clear framework for 2025: "Ultra low latency to us is sub-second," followed by "very low latency which is around about the sub 3 seconds" and "low latency to us is sub 7 seconds." Each category serves distinct purposes—sub-second for sports betting and auctions where "they sell very expensive objects, even houses," while 3-7 seconds addresses the broader sports streaming market.The business case crystallized during our conversation when I shared watching Wimbledon with my 10-year-old son, who received Sinner's victory notification 30 seconds before we saw it. "I didn't want to ruin it for the family," he later admitted, "but I knew it before."This illustrates Paul's key insight: streaming's primary challenge is "enabling people to watch together without getting spoilers from social media." As Paul notes, "A lot of people have a dilemma. Do I put my phone on silent, put it over there or to watch the game and trying to get younger generations to put their phone away."The Adaptive RevolutionThe breakthrough innovation that Paul describes addresses varying viewer needs within single events. "We have one streaming service that switches between the required technologies to meet the customer use case," he explains. "If you've got someone watching a sports event, the majority of people may want to be below 3 seconds because they're watching it socially. But if someone's betting on it, they might want below a second."This adaptive approach eliminates complexity: "Our streaming solution enables our customers to do one integration and then pick the latency."Technical RealityFor sub-second delivery, Paul relies on "WebRTC... Plus there's Media over QUIC," both using UDP networking for controlled retransmission. However, scale differs dramatically—ultra-low latency supports "250,000 plus" users but "you rarely see something above 100,000 because they're particular events." Broader sports streaming scales to "millions" over existing CDNs.Platform fragmentation remains challenging. As I noted from "doing 14 different platforms for clients," device diversity impacts optimization. Dolby’s response: acquiring THEOplayer to ensure "a reliable player that large sports organizations would be comfortable deploying across all platforms."Quality BalancePaul acknowledges the eternal trade-off: "There's a big limitation with low delay streaming at the moment when you're really trying to get the delay going down. Sub 3 seconds we’re really doing at a high quality." His Dolby heritage shows in prioritizing perceptual improvements: "You want to get things like the colors right and you want it to be in high dynamic range. You want to get all of that right first before you start increasing the pixel count."Future EngagementLooking ahead, Paul sees AI's biggest impact in fan engagement rather than pure streaming optimization. "Your younger generations aren't that used to or not that inclined to watch long form content," he observes, pointing to Thursday Night Football's predictive analytics as early examples of AI-enhanced viewing.ConclusionThe challenge isn't just moving data faster—it's intelligently matching technology to purpose. Adaptive latency solutions represent the next evolution, promising the right experience at the right time for every viewer, preserving sports' communal joy regardless of underlying technology.

Ep. 55: Paul McGrath - From Cannibalization Fears to YouTube Success: How CBC Cracked the Creator Economy CodePaul McGrath, a 20-year CBC veteran now leading strategy in the entertainment department, shared how Canada's national broadcaster evolved from fearing digital cannibalization to embracing the creator economy through scientific methodology.Three Phases of Digital EvolutionPhase One: Cannibalization Concerns"The first phase was concerns about cannibalization," McGrath explained. "There was concerns about publishing on digital services, cannibalizing a linear audience." This decade-old fear dominated industry discussions about digital distribution.Phase Two: DTC LearningCBC invested in their streaming platform, CBC Gem, building new competencies. "We had to learn things like how do you run a DTC model? How do you do all of the customer support and customer service?"Phase Three: Platform StrategyCurrent focus centers on creator partnerships after realizing platform consumption scale, particularly among younger audiences.The Retention RevolutionCBC Gem achieved its best year ever by focusing on audience retention from major events like Olympics and breaking news. "We really looked at what are the retention rates that we're getting off big events," McGrath said. "What percentage of that audience do we keep after one month, after three months, after six months?"This leverages CBC's "superpower" as a premier news brand: "We don't have to do a lot of marketing for audience acquisition because the news events will drive a lot of audience in."Debunking the Cannibalization MythMost compelling was CBC's scientific test of cannibalization fears using 50 titles across control and test groups. Results shocked the industry: "Overall engagement on the streaming service went up, not down. In some cases, some of those titles almost doubled in their engagement on the streaming service after we published on YouTube."The new hypothesis: YouTube's algorithm creates word-of-mouth marketing driving search behavior back to CBC Gem. "We think that word of mouth converted into search, which led more audience into the streaming service."Creator Economy StrategyCBC's three-pronged approach includes:Production partnerships with creators for development and fundingLicensing catalog content from creators for FAST channelsOpening content libraries to let creators access CBC's archiveIndustry ConvergenceMcGrath observed the merger of traditional media and creator economies: "I used to say YouTube was like Hollywood on a different planet... But those two planets are getting closer together."He attributes this to economics: "When traditional television producers realize some creators can garner a million people for an hour at a fraction of the budget of a TV show, that becomes inevitable."Call for CollaborationMcGrath concluded with an industry invitation: "If you're experimenting around this stuff, please reach out. Let's share our results together."His vision: collaborative research moving beyond anecdotal evidence to establish data-driven best practices.CBC's journey proves that embracing scientific methodology and testing assumptions can transform digital fears into growth opportunities.

In episode 54 of "A Guy with a Scarf," host Carlo De Marchis interviews Paolo Pescatore, an industry analyst with over 25 years of experience covering telecommunications, media, and technology convergence.The Analyst's Unique ApproachPescatore has evolved from analyzing mobile devices to examining "the connected user in the converged world." His hands-on methodology is striking: he's converted his living room into an "experience center" with multiple 65-inch TVs, set-top boxes, and devices. "It drives my family insane. They never know which remote control to pick up," he admits, but this allows him to "practice what I preach."Innovation and Adoption ChallengesWhen discussing technological disruption, De Marchis remains skeptical about the next transformative device. "I still believe that the smartphone is the thing that changed our lives," expressing doubt about AR glasses achieving similar adoption. "I've seen a lot of fantastic technology but until they get adopted, like seriously or at a certain level, I don't see it really impacting."Media Fundamentals vs. Distribution RevolutionDespite technological advances, content remains king: "It's still all about unique storytelling, it's all about content and having programs people are willing to watch. That hasn't changed, that will always remain the same."However, distribution has transformed dramatically. Traditional broadcasters slow to embrace cloud workflows have been "left behind," while Netflix has "changed consumer behavior" fundamentally.Streaming Wars: Different Players, Different ChallengesNetflix stands alone: "Netflix has paved the way for everyone... everyone just felt okay, well Netflix has got the playbook, let's copy." Traditional media companies couldn't replicate this success due to legacy challenges.Amazon's strategy varies by region - "opportunistic" in Europe versus "all in on NFL" in the US.Apple faces awareness challenges despite quality investment: "For their part is just driving the awareness and letting people know of the content they have."The Return of the BundlePescatore predicted "the return of the big bundle but being delivered via IP now" - recognizing that while cord-cutting dismantled traditional packages, consumers still want comprehensive content delivered through modern infrastructure.Retention Over AcquisitionIn today's saturated market: "I'm of the opinion there aren't that many subscribers to go out there and acquire. Before you can even think about acquiring customers, all of the focus should be on customer retention."Creator Economy and Generational ShiftsUsing his three daughters (ages 11-17) as a focus group, Pescatore observes: "When you look at the young generation today, they're growing up in this culture where it's very much driven by those social platforms." This represents a fundamental shift in media consumption patterns.Future TechnologyDespite current skepticism, Pescatore is excited about smart glasses potential. The Ray-Ban Meta collaboration represents "version 1.0 which is gravitating extremely well with customers." He envisions devices "tethered to your watch, we may get to a point where we're not having to rely on the smartphone."Pescatore's analysis reveals an industry where technological capabilities exceed adoption rates, and success depends on understanding both legacy constraints and emerging opportunities in an increasingly converged ecosystem.

At 31, when most athletes chase one last payday, Beckham placed a calculated bet on American soccer that would make venture capitalists jealous—and transform him from global icon to business mogul

What if the billion-euro deal you bragged about became the life-raft you never boarded? French football’s about to show us.French football's Ligue 1 has experienced a dramatic rollercoaster of broadcasting deals that transformed from a record-breaking triumph to a cautionary tale of financial instability. This fascinating story begins in May 2018, when optimism ran high as PSG flourished with Qatari investment and France anticipated World Cup glory. Mediapro emerged with an extraordinary promise: €780-814 million per season for 80% of Ligue 1's broadcasting rights, sparking immediate spending sprees across the league.The euphoria was short-lived. Mediapro's new channel, Telefoot, struggled to attract viewers, and when COVID-19 hit, the situation deteriorated rapidly. Empty stadiums and plummeting advertising budgets exposed the deal's fragility. Just four months into the deal, Mediapro defaulted on payments, offering a mere €100 million before abandoning ship, leaving clubs facing a billion-euro deficit. This catastrophic failure marked the first major lesson: if a deal seems too good to be true, it probably is.In the aftermath, Amazon seized the opportunity, acquiring 80% of games for approximately €250 million annually—a fraction of the Mediapro deal. This created significant tension with Canal+, who were locked into paying €332 million for just two matches weekly. The ensuing legal battles reached France's highest court, which acknowledged flaws in the tender process but upheld the contracts. This legal precedent forced broadcasters worldwide to factor in potential litigation costs when bidding on French football rights.By spring 2022, private equity firm CVC Capital Partners stepped in with a €1.5 billion lifeline for 13% of a new media company. While this investment provided immediate relief to struggling clubs, it came with significant strings attached—perpetual dividends from future rights revenues. The situation grew more complex when investigators raided league and CVC offices in late 2024, damaging reputational standing and raising questions about the deal's structure.October 2023 marked another low point when the league's attempt to secure new rights with an €800 million reserve price failed to attract a single bid. This unprecedented situation for a top-five European league revealed how severely market confidence had eroded and highlighted the lasting impact of previous failed deals.The saga continued into September 2024 with DAZN and beIN crafting a €540 million rescue package. However, this arrangement quickly unraveled when DAZN withheld payments over piracy concerns, leading to legal disputes and counteractions. By April 2025, clubs voted to terminate the agreement after just one season, with a potential €240 million break-up fee pending board approval—marking the fastest major rights divorce in European football history.Currently, Ligue 1 faces a critical juncture with no broadcaster secured for August 2025. The league is considering a Direct-to-Consumer streaming service priced at €25-30 monthly, requiring approximately two million subscribers to break even. This ambitious venture faces numerous challenges, including technical infrastructure development, customer service operations, rampant piracy concerns, and the departure of star players like Mbappé, Neymar, and Messi. However, this necessity-driven innovation might pioneer what wealthier leagues haven't dared to attempt.Seven crucial lessons emerge from this saga: secure bank guarantees for promised funds; maintain transparent tender processes; treat private equity with caution, understanding it as high-octane fuel that can burn when spilled; account for legal risks in valuations; recognize star players as valuable leverage multipliers; prepare Direct-to-Consumer solutions well in advance; and acknowledge that market memory of broken contracts outlasts financial records.

Scott Gutterman, SVP of Broadcast and Digital Technologies at PGA Tour, offered a fascinating look into the complex technology ecosystem that powers golf broadcasting and digital experiences during the latest episode of "A Guy with a Scarf." Host Carlo De Marchis explored how the PGA Tour leverages cutting-edge technology to bring the sport to fans worldwide.The PGA Tour's broadcasting operation has evolved significantly in recent years. Gutterman explained that in 2020, they took greater control of their production capabilities. "We actually took over the below the line production," he noted, describing how they now deploy eight trucks to each tournament site, setting up the compound, fiber networking, and camera equipment.While maintaining an on-course production footprint, they've also embraced centralization. "For the ESPN productions and the PGA Tour Live productions, we manage them from top to bottom," Gutterman said. Much of this work now happens at their headquarters in Ponte Vedra Beach, Florida, where they operate from multiple studios with walking commentators on the course while desk talent works from their central facility.The digital experience for golf fans has evolved dramatically since Gutterman joined the PGA Tour in 2005, when "it was just pgatour.com." Today, their digital ecosystem spans websites, mobile apps, AR/VR experiences, and emerging platforms."Our point of view has become more of really, we want to draw people into the owned and operated platforms, but we also now want to meet everybody wherever they are and however they want to consume golf," Gutterman explained.For hardcore fans, the PGA Tour offers extremely detailed data through products like Shot Link and Tour Cast. "We have beautiful maps in there of every single hole. Our own teams, the ShotLink teams do mapping capture with lidar and radar across the course weeks and weeks in advance and capture every single object and tree on the course," he noted.Perhaps most intriguing is how the PGA Tour is leveraging artificial intelligence to enhance storytelling. Gutterman described their innovative use of AWS Bedrock with Anthropic's Claude 3.5 Sonnet models to generate narrative commentary for every shot."We were actually able to get to a point where we are telling a story about every single shot, all 30,000 shots," he explained. "Every piece of commentary presents a fact and context."This AI-generated commentary goes beyond simple metrics. For example, rather than just noting a player hit a drive 385 yards with 125 yards left to the hole, their system might say: "Rory McIlroy just hit a 385-yard drive on the 18th hole. It's his longest drive of the day... And at 125 yards out, he's got a 10% chance of putting it within 10ft."Implementing this AI system required context services to understand golf in real-time and validation services to ensure accuracy. Gutterman emphasized the need for careful monitoring to maintain high accuracy rates.The conversation also touched on how AI platforms like Perplexity, Claude, and Gemini are becoming new front ends for sports information. Gutterman noted: "What is that experience going to be like in 24 or 36 months if you're primarily using an Anthropic, if you're using Claude, or if you're using an AWS, Amazon Alexa or you're using a Google Gemini?"These platforms are already incorporating sports data, with Perplexity launching a dedicated sports vertical. While the PGA Tour doesn't currently have partnerships with these AI platforms, Gutterman believes partnerships will emerge in the coming year.The PGA Tour has institutionalized innovation throughout its organization. What began as a dedicated innovation program with specific budget and staff has evolved into a culture that permeates the entire organization.This innovation mindset has led to creative solutions like "drone AR," which uses drones to present live shot trails during broadcasts.

The Evolution of VAR Technology: Democratizing Football OfficiatingIn the heart of modern football's technological revolution, Video Assistant Referee (VAR) technology stands as a testament to how digital innovation is reshaping the beautiful game. At SPOBIS, Tom Janicot from SportTech Solutions provided an exclusive insight into the intricate workings of VAR systems and their vision for the future of football officiating.The Foundation: From Pitch to Control CenterThe journey of VAR begins on the football pitch itself, where a sophisticated communication system connects match officials. As Janicot explains, their system captures both the officials' communications and multiple camera feeds from the television production. This data is processed through mobile data centers - specialized vans stationed at every Bundesliga stadium, while Major League Soccer (MLS) opts for permanent installations within their venues.These mobile command centers serve as the crucial first link in the VAR chain, compressing and transmitting all captured data to central locations - Arlington for MLS and Cologne for Bundesliga operations. This centralized approach ensures consistency and efficiency in decision-making across all matches.Inside the VAR Room: A Symphony of Technology and Human ExpertiseThe VAR operation center represents a masterclass in technological integration. Each video assistant referee's workstation features a dual-screen setup: a live feed on top for real-time match monitoring and a replay screen below, typically split into four camera angles for comprehensive incident review.The communication system is equally sophisticated. VARs maintain constant audio contact with the on-field officiating team, though this connection is carefully controlled. While VARs can hear everything happening on the pitch, they only communicate with the on-field officials through a push-to-talk system, ensuring clear and purposeful communication during critical moments.Working in tandem with each VAR is a replay operator, whose role is crucial in providing the right visual evidence at the right time. These operators have access to all broadcast cameras and can manipulate the footage through various controls - rewinding, fast-forwarding, frame-by-frame analysis, and zoom capabilities. This partnership between VAR and replay operator exemplifies the system's blend of human expertise and technological capability.The Need for Speed: Balancing Accuracy with EfficiencyIn the pressure cooker environment of professional football, where thousands of fans await decisions, the VAR system must operate with both precision and speed. SportTech Solutions has designed their software interface to be intuitive and frictionless, allowing officials to make informed decisions while minimizing delays to the game.Transparency is another key feature of the system. The same images viewed by the VAR are simultaneously displayed to the on-field referee and broadcast to television audiences, ensuring complete transparency in the decision-making process. This approach helps maintain trust in the system among fans, players, and officials alike.The Future: Democratizing VAR TechnologyPerhaps the most exciting development in VAR technology is its evolution toward cloud-based solutions. This innovation promises to make the technology more accessible to smaller leagues and federations, potentially revolutionizing officiating at all levels of the sport."We're looking to bring all of the technology for video referees to run in the cloud," explains Janicot. "This makes it a lot more efficient and flexible for smaller leagues and federations to be able to do single games, tournaments, or whole league-wide implementation."This democratization of VAR technology represents a significant shift in football officiating. What began as a tool for top-tier competitions is now becoming accessible to a broader range of competitions. SportTech Solutions is developing a range of solutions, from high-end service-focused systems for top-tier clients to simplified cloud-based options for smaller leagues and federations.The Success Story ContinuesThe implementation of VAR in the Bundesliga serves as a testament to the technology's success. Starting with basic VAR capabilities, the system has evolved to include additional features in both Bundesliga divisions. This continuous development has allowed SportTech Solutions to transform their service-focused system into a more productized solution, making it accessible to a wider range of clients internationally.Looking ahead, the future of VAR technology appears bright. As more leagues adopt these systems, the technology will continue to evolve, offering various use cases ranging from top-tier service solutions to simple cloud-based systems. This evolution ensures that the benefits of VAR can be enjoyed across all levels of football, from prestigious professional leagues to smaller regional competitions.The democratization of VAR technology represents more than just technological advancement; it's a step toward ensuring fair play and accurate decision-making at all levels of football. As these systems become more accessible and efficient, they promise to enhance the integrity of the beautiful game while maintaining its natural flow and excitement.

In a significant move to revolutionize how fans access sports information, Perplexity has launched Perplexity Sports, marking one of the first direct sports-focused initiatives by a major AI platform. This new product aims to transform the way fans interact with sports data by combining AI-powered search capabilities with real-time updates and comprehensive coverage. Understanding Perplexity: The Foundation Perplexity, launched in 2022, has established itself as an AI-powered answer engine that differs fundamentally from traditional search engines. Rather than providing links to websites, Perplexity synthesizes information directly from various sources to deliver comprehensive, real-time answers to user queries. This foundation has now been specialized for sports content, creating a unique offering in the market. Perplexity Sports: A New Way to Follow the Game Perplexity Sports represents the company's ambitious entry into sports data and analytics. The platform currently supports NBA and NFL coverage, with plans to expand to other sports leagues. Key features include: Core Capabilities: Real-time score updates and game tracking Comprehensive game schedules and calendar integration Play-by-play breakdowns Team and player statistics League standings and rankings News and updates integration Natural language query processing for sports questions Technical Innovation: To deliver these capabilities, Perplexity Sports leverages several technological components: AI-powered natural language processing for sports queries Real-time data integration systems Advanced data visualization capabilities Integration with Tako's specialized knowledge cards for enhanced data presentation The Tako Partnership As part of their sports initiative, Perplexity has partnered with Tako to enhance their data visualization capabilities. Tako provides specialized knowledge cards that integrate seamlessly with Perplexity Sports, offering: 10-second refresh rates for live data Visual presentation of statistics and scores Specialized formats for different types of sports data Enhanced user interface elements for sports content Comparison with Google's Sports Offerings When compared to Google's established sports coverage, Perplexity Sports offers several distinctive features: Perplexity Sports Advantages: AI-powered natural language understanding of sports queries Integration of news and social media buzz Comprehensive play-by-play analysis Focus on real-time updates and live game coverage Enhanced betting and fantasy sports insights Conversational interface for complex statistical queries Google's Traditional Strengths: Extensive historical data Broad sports coverage across all major leagues Official partnerships with sports organizations Integrated calendar and notification systems Established user base and reliability Market Impact and Innovation Perplexity Sports represents several key innovations in sports data consumption: AI-First Approach Unlike traditional sports platforms that have added AI features over time, Perplexity Sports was built from the ground up with AI at its core. This enables more natural interaction with sports data and more sophisticated analysis capabilities. Real-Time Integration The platform's ability to combine live data with AI-powered analysis creates a new paradigm for sports information consumption, particularly valuable for live game tracking and betting insights. Future Development Perplexity has announced several planned expansions for their sports platform: Coverage expansion to additional sports leagues Enhanced statistical analysis tools Deeper integration with fantasy sports platforms More sophisticated prediction models Advanced visualization options Challenges and Considerations As a new entrant in the sports data market, Perplexity Sports faces several challenges: Technical Challenges: Maintaining data accuracy and reliability Scaling real-time updates during peak game times Integrating multiple data sources effectively Ensuring consistent AI performance for sports queries Market Challenges: Building trust with traditional sports fans Competing with established sports platforms Creating sustainable partnerships with sports leagues Differentiating from existing solutions Strategic Context The launch of Perplexity Sports comes at a significant time for the company, with reported discussions about a potential TikTok merger ongoing. While this creates some uncertainty, it also suggests potential for massive scale and resource access that could benefit the sports platform's development. Conclusion Perplexity Sports represents a bold step in applying AI technology to sports data consumption. By combining their core AI capabilities with specialized sports features and Tako's visualization tools, Perplexity has created a unique platform that could potentially transform how fans interact with sports information.

The latest episode of "A Guy with a Scarf" featured an insightful conversation with Paola Marinone and Bengu Atamer from BuzzMyVideos, revealing significant shifts in YouTube's landscape and its growing importance in the connected TV space. Key Takeaways: Connected TV Dominance Streaming viewership has increased from 34.3% to 37.7% in just 12 months Cable TV decreased from 30.2% to 27.6% in the same period YouTube's share grew from 7.9% to 9.3%, surpassing Netflix's growth (7.3% to 7.8%) As Marinone emphasized: "Connected TV and TVs are where everybody wants to be at the end of the day. Although every device is important, the big dollars are actually on TV." Platform Evolution Despite maintaining its core functionality, YouTube has been rapidly introducing new features. Bengu Atamer noted that recent changes might be influenced by the new CEO's product background. Key developments include: Enhanced AI capabilities for content strategy New "hype" button for boosting discoverability Improved mobile content creation tools Introduction of thumbnail A/B testing Extended Shorts duration to three minutes Auto-dubbing capabilities Discord-like community features Athletes' Growing Presence 2024 has seen a significant increase in athletes joining YouTube. Marinone observed: "I was actually wondering why this was not happening before. While you're doing reels and TikTok videos, why not on YouTube as well?" Notable examples include: Cristiano Ronaldo launching his channel Jude Bellingham creating original long-form content series Athletes developing their own production capabilities OTT and YouTube Synergy The discussion highlighted the complementary nature of OTT platforms and YouTube, rather than viewing them as competitors. As Marinone explained: "There is a lot of still OTT versus YouTube discussion, which for me is a bit funny because they're not competing. The two things are very complementary. They just serve a different step in the funnel." This is evidenced by Netflix maintaining 50-100 YouTube channels, demonstrating the platform's importance even for major streaming services. Content Production Evolution The conversation revealed an interesting divide in production quality expectations: Younger audiences prioritize authenticity over production value Older demographics expect higher production quality on connected TVs Athletes and sports organizations are investing in professional production capabilities Untapped Potential in Archives Marinone highlighted a significant opportunity: "All rights holders have millions of pieces of content they're sitting on, and they're still not thinking strategically about that... that is still like a whole golden pot, completely untouched." BuzzMyVideos Developments The company is evolving its offerings to meet market demands: Integration of playlist automation technology Enhanced analytics capabilities Strategic partnerships with tech platforms Development of comprehensive solutions from production to distribution Future Outlook The discussion pointed to several emerging trends: Increased investment in connected TV strategies Growing importance of multilingual content (as demonstrated by Bellingham's channel) Enhanced focus on community features Integration of AI-driven content strategy tools Continued evolution of short-form content As the platform continues to evolve, Marinone emphasized the importance of adapting strategies: "The sooner you actually catch the audience on the big screen, the better it is. It could even be for brands... they can go on connected TV in a completely different way." The conversation provided valuable insights into YouTube's transformation from a social media platform to a major player in connected TV, highlighting the opportunities this presents for sports organizations, athletes, and content creators. The platform's rapid evolution and growing influence in the streaming space suggest that organizations need to develop comprehensive YouTube strategies that account for both traditional social media engagement and connected TV presence. The episode concluded with a look ahead to upcoming industry events, including Social Football Summit in Rome and Sports Pro Madrid, where these evolving trends will likely be further discussed and analyzed.

In this episode of "A Guy with a Scarf," Carlo de Marchis interviews Josh Walker from Sports Innovation Lab about the evolving landscape of sports fandom, data-driven decision making in sports, and the future of the industry. Key Takeaways: 1️⃣ The Fluid Fan Concept Sports Innovation Lab introduced the concept of the "fluid fan" to describe the changing nature of sports fandom. Walker defines a fluid fan as someone who is "open to change" and "empowered to choose" how they engage with sports content. "The fluid fan is open to change, which means that they are willing to watch a Premier League game, if they live in the US, they're Bundesliga fan and they're watching the NFL. They want to seek out new experiences." 2️⃣ Data-Driven Decision Making Sports organizations are increasingly focusing on collecting first-party data to better understand their fans. "Even if viewership is going down or if it's staying flat, what they believe, and they're probably very right about this, is if they get a better picture of who their fans are, they'll have an asset in addition to their rights that is future proofing their business." 3️⃣ The Rise of Women's Sports Walker highlights the growing demand for women's sports content and merchandise. "The whole women's sports angle in the US, the data that we put out three years ago said that fans were really eager to watch women's sports. We could see that." This trend is pushing up valuations of women's sports clubs and improving conditions for athletes. 4️⃣ Impact of NIL Rules in College Sports The introduction of name, image, and likeness (NIL) rules has created new opportunities for college athletes and brands. "As an amateur athlete, you can get endorsements, you can be paid for playing your sport much before you're actually a pro. And that has changed the way that brands actually think about this opportunity." 5️⃣ Fragmentation of Media Rights Major sports leagues are diversifying their media rights across multiple platforms. "Most of the fans that are really strong fans for one league or another, they are actually maintaining four to six different OTT streaming platforms. And that's very expensive." 6️⃣ The Future of Sports Viewing Walker predicts more personalized viewing experiences. "We are going to have more and more personalized media opportunities. Meaning that you're going to see something very different than I'm going to see if I'm watching the same two teams." 7️⃣ Regional Differences in Fandom The concept of fluid fandom may manifest differently across various geographies and cultures. "I think when you get into Europe, where these teams have been around 200 years, they've been playing forever in the local communities... I think that there's a much tighter sort of cultural and local and even societal connection to those teams than we do in the US." 8️⃣ The Enduring Appeal of Sports Despite changes in fan behavior and media consumption, Walker remains optimistic about the future of sports. "I think it's ingrained in all of our cultures." 9️⃣ The Importance of Social Media for Athletes Social media has created new opportunities for athletes to build their personal brands. "There's something we see with the younger athletes that when they're savvy on social media, this name, image and likeness thing is really an unlock for them." 🔟 The Evolution of Sports Innovation Lab Walker explains how their focus has shifted to understanding fan behavior and providing data-driven insights. "We are now taking all of that and putting it in what we call the sports data cloud. And that cloud, it's become sort of like this universal 360 view of what fans actually buy, where they spend their time and their money." The interview also touched on: The potential for younger athletes to gain significant followings through social media. Challenges for sports merchandise producers to keep up with demand, particularly in women's sports. The impact of player transfers on fan loyalty. The overlap between sports betting and streaming subscriptions. The potential for sociological studies on generational fandom differences. Walker's insights provide a comprehensive look at the current state and future trends of the sports industry. As the concept of the fluid fan gains traction, sports organizations, media companies, and brands must adapt their strategies to meet evolving consumer preferences. The future of sports will likely be characterized by more personalized experiences, data-driven decision making, and a blurring of lines between traditional sports consumption and new forms of engagement. The sports industry is at a crossroads, with traditional models of fandom being challenged by technological advancements and shifting consumer preferences. The rise of women's sports, the impact of NIL rules, and media rights fragmentation are all contributing to a complex ecosystem. Understanding and adapting to these changes is crucial for success in the modern sports business landscape.

📚⚽ Special News: "Let's Kick the Rules: Rebel Soccer" - A Book for Young Sports Lovers! ⚽📚I'm embarrassed to announce the release of my new children's book, "Let's Kick the Rules: Rebel Soccer"!A mix of my own experience as a dad of a 9 years old player and innovation a-la Kingsleague.Available on Amazon in English and Italian links in the comment section.As someone who's spent years in professional sports, I wanted to create a story that captures the true spirit of the game for young players.🌟 What's it about? Written for kids 7 and up, "Let's Kick the Rules" follows a group of young soccer players who reinvent the game with wild and wacky rules. But it's more than just crazy soccer - it's a tale of inclusivity, creativity, and the joy of play.Key Features: 📖 Fun, imaginative story for young readers 🤝 Promotes inclusivity and teamwork 💡 Encourages creative thinking 😊 Reminds us all about the true spirit of sportsWhile written for children, this book is also a great read for: ✅ Parents looking for positive sports stories ✅ Youth coaches seeking fresh perspectives ✅ Educators interested in sports-themed literature ✅ Anyone who believes in the power of play!Let's inspire the next generation of soccer lovers. Get a copy for the young athletes in your life and join the Rebel Soccer revolution!hashtag#RebelSoccer hashtag#ChildrensBooks hashtag#YouthSports hashtag#Inclusivity hashtag#SportsStories

In this episode of "A Guy with a Scarf," I had the pleasure of speaking with Dave Lipp, who leads Business Development and Strategy for Direct-to-Consumer initiatives at Manchester United. Our conversation explored the club's evolving approach to fan engagement in the digital age, the challenges of global brand management, and the impact of emerging technologies on sports marketing. Dave's journey to Manchester United is a testament to the diverse expertise needed in modern sports management. Starting his career in ticket sales for Maple Leaf Sports and Entertainment in Toronto, he gained valuable experience in fan communication. His path then led him through roles in mobile content development, an MBA in Rotterdam, and positions with major entertainment companies like Sony Pictures and NBCUniversal before joining Manchester United. Key Takeaways: Direct-to-Consumer Strategy: Manchester United is focused on creating a more personalized relationship with fans globally. Dave emphasized, "Creating a better relationship with the fans, where you do offer almost surprising delight moments across all different types of fan groups and fan segments, just so you can really give that outlet of fandom to people that want to experience it in their own ways." This approach recognizes that while 99% of fans may never visit Old Trafford, the club needs to provide meaningful ways for them to express their fandom. E-commerce as a Foundation: A significant initiative has been bringing e-commerce operations in-house. Dave explained, "We've recently announced the launch of Scayle as our e-com partner... It's a multitude of things, but I can really sum it up in controlling the fan journey from really start to finish as much as possible." Data-Driven Decision Making: The club is investing heavily in data infrastructure to better understand and serve its fan base. Dave noted, "We've invested heavily in different elements of a data warehouse, having it nice and structured, having the appropriate martech stack to utilize the different audience segments, create personalized journeys, et cetera." Balancing Digital Engagement and On-Field Performance: While digital engagement is crucial, Dave emphasized that on-field success remains paramount: "I do argue about this quite a bit. I still think a winning football team is the best thing to drive new fan audiences and to keep those fan audiences." Global Market Approach: The US market is a key focus for Manchester United, with strategies tailored to the unique aspects of American sports fandom. Dave mentioned collaborations with cultural icons and music artists to resonate with US audiences, such as partnerships with the Stone Roses and appearances at Glastonbury. AI Integration: Artificial Intelligence is already impacting operations at Manchester United. Dave highlighted its use in content production, research, and even graphic design: "There are AI tools that we're using. I'll point to WSC here as a long-term partner of the league and the club that we're utilizing from a content standpoint." He added, "I was blown away by how our graphic designers were at the forefront of utilizing AI to enhance some of our sales collateral." Fan Retention Challenges: While the club excels at measuring transactional retention, Dave acknowledged the need for better understanding long-term fan engagement: "We don't have that churn answer yet, which is quite a fundamental part of the lifetime value of a fan. So we're working towards that. And I think a lot of clubs are at different stages of that metric." Innovation with Core Values: Dave stressed the importance of balancing innovation with the club's core mission: "I think it's a disservice to this industry that we're not innovating in participation. We have a responsibility to make sure that first and foremost, we field a competitive football club football team, and we make sure that whatever we do, we do it with the best outcomes in mind."

🧠 As you may know i have recently started a collaboration with Ably for the Realtime Fan Engagement initiative, as I really believe that what they have is very useful to many of in sport and media tech. 🎙️ To share more about what they do I thought of (again) asking for the help of my good AI friends Miles and Faye and recorded a podcast to deep dive, instead of boring you with feature lists. 👩‍💻 They break down Ably, a real-time technology platform (fully API-based) that's powering next-level experiences for everything from live sports to esports tournaments, online auctions, and even live concert experiences! 🚀 They cover all the cool features Ably offers, like live chat with real-time reactions, personalized push notifications, and dynamic data broadcasts that keep fans glued to the action. 🤖 They even explain how Ably handles those massive traffic spikes without crashing. (Talk about a game-changer! 😉) 🎙️ Have a listen here below! Link to their Realtime Fan Engagement API and features in the comments.

The third instalment of Product Byte Live, held in London, brought together industry leaders to discuss the future of product development in media, sports, and entertainment. I talked to the organizer Tom McDonnell, CEO of Monterosa , and Matthew O'Riordan , CEO of Ably , who shared their insights on real-time fan engagement and the challenges facing the industry in a panel I moderated in the afternoon also with Vishal Parikh from LiveLike.

🥇 Post-Paris mini-series! Episode 6 with Alex BalfourI have asked few of people in my network with direct experience of the games these 3 questions for A guy with a scarf:1. How was Paris 2024 compared to your expectations? What exceeded, what fell short.2. The most innovative thing you saw (in any of venue, broadcast, digital, social).3. What should be improved in LA?Here is what Alex had to say:🌟 Spectacular Success:Olympics has "got its mojo back"Reminiscent of London 2012's energyParis beautifully showcased, with Eiffel Tower as the star🖥️ Digital Triumph:First truly end-to-end digital GamesFlawless IOC platforms and outstanding appEnhanced storytelling across all digital channels🏙️ Urban Integration:Masterful use of Paris's iconic landscapesSet a new standard for urban Olympic environments🤳 Innovation:New digital initiatives like "victory selfies" added valueSuccessful sponsored digital-physical crossovers🎭 Cultural Presentation:French high culture elements well-deliveredSome room for improvement in popular culture aspects👀 Looking Ahead:LA 2028 expected to raise the commercial barExcitement building for Milan-Cortina 2026hashtag#Olympics hashtag#Paris2024 hashtag#SportsDigital hashtag#OlympicLegacy

🏅Olympics 🇫🇷 Post-Paris 2024 Mini-Series: Episode 5 with Michael Payne I have asked few of people in my network with direct experience of the games these 3 questions for A guy with a scarf:1. How was Paris 2024 compared to your expectations? What exceeded, what fell short.2. The most innovative thing you saw (in any of venue, broadcast, digital, social).3. What should be improved in LA?Here is what Michael had to say:- Overall🏛️ Stunning historical backdrop turned Paris into a sports venue🗼 Magical elements like the Eiffel Tower rings and innovative cauldron🎟️ Successful implementation of digital ticketing system🌟 Overall, a massive reboot for the Olympic brand- Areas for Improvement:🍽️ Surprisingly disappointing food quality🚗 Ineffective traffic app- Innovations:✨ Bringing back the Olympic magic🏃‍♀️ Champions parade🎭 Enhanced venue entertainment- Concerns:🤳 Sponsor product placement (e.g., Samsung phones on medal stands)📺 Excessive commercialization during ceremonies- Looking Ahead to LA 2028:🎬 Potential for Hollywood-style innovation🏟️ Opportunities in venue experiences and sport presentationhashtag#Olympics hashtag#Paris2024 hashtag#LA2028 hashtag#SportsInnovation

🥇 Post-Paris mini-series! Episode 4 with Joe FarrenI have asked few of people in my network with direct experience of the games these 3 questions for A guy with a scarf:1. How was Paris 2024 compared to your expectations? What exceeded, what fell short.2. The most innovative thing you saw (in any of venue, broadcast, digital, social).3. What should be improved in LA?Here is what Joe had to say:🌟 Exceeded Expectations:- Organization level- Look and feel of the Games- Premium design without excessive sponsorship logos- Cultural Olympiad offerings🏠 Innovative Highlights:- Public access to hospitality houses- Alibaba's 360 camera activation💡 Suggestions for LA 2028:- Enhance digital elements- Expand use of 3D technology for replays and fan engagement- Develop interactive experiences for exploring 3D replays- Improve digital collectibles offeringsJoe praised the Games' premium feel, comparing it to Wimbledon. He particularly enjoyed the cultural experiences and the opening of hospitality houses to the public, fostering a true "nations coming together" atmosphere.

I have asked few of people in my network with direct experience of the games these 3 questions for A guy with a scarf: 1. How was Paris 2024 compared to your expectations? What exceeded, what fell short. 2. The most innovative thing you saw (in any of venue, broadcast, digital, social). 3. What should be improved in LA? Here is what Thierry had to say: 🎉 Exceeding Expectations: Despite initial doubts, Paris 2024 was a resounding success, dispelling concerns about high prices and overcrowding. 🗼 Iconic Venues: The games uniquely integrated iconic Parisian landmarks, setting a high bar for future hosts. 📺 UHD Breakthrough: For the first time, UHD coverage was widespread: 100% UHD production (where possible) 70% DTT coverage in France Major ISPs offering 2160p60 HDR 🔍 Room for Improvement: Graphics support was limited compared to other major broadcasters Broadcast constraints highlighted the potential for OTT services 🎬 Innovative Viewing Experiences: Peacock (US) offered extensive coverage, custom alerts, and multiview options Warner Bros Discovery provided impressive thumbnails and navigation Looking ahead to LA 2028, Fautier anticipates: 🤖 Enhanced AI integration for personalized viewing 📊 Improved statistics and graphics 📱 Potential for companion mobile apps to complement TV viewing hashtag#Paris2024 hashtag#Olympics hashtag#Sportstech hashtag#Broadcasting hashtag#UHD

I have asked few of people in my network with direct experience of the games these 3 questions for A guy with a scarf: 1. How was Paris 2024 compared to your expectations? What exceeded, what fell short. 2. The most innovative thing you saw (in any of venue, broadcast, digital, social). 3. What should be improved in LA? Here is what Pete had to say: 🗼 Pete spent 17 days in Paris, implementing Play Anywhere's technology with two broadcasters. 🚇 He praised Paris's infrastructure, particularly the efficient public transportation and multilingual staff. 🚴 The city was less crowded due to Parisians taking their August vacations, making it easier to navigate. 🤸 Pete highlighted the diversity of sports, including breakdancing and speed climbing, showcasing the Games' evolution. 📱 Olympic Broadcast Services excelled in storytelling across platforms, especially leveraging social media for "snackable" highlights to attract younger audiences. 🚏 Innovative signage, including floor stickers in train stations, helped guide visitors effectively. 🌴 Looking ahead to LA 2028, Pete anticipates transportation being a major challenge compared to Paris. hashtag#Olympics hashtag#Paris2024 hashtag#SportsInnovation hashtag#LA2028

🥇 Post-Paris mini-series!I have asked few of people in my network with direct experience of the games these 3 questions for A guy with a scarf:1. How was Paris 2024 compared to your expectations? What exceeded, what fell short.2. The most innovative thing you saw (in any of venue, broadcast, digital, social).3. What should be improved in LA?First is Sébastien Audoux, this is what he had to say:🏅 Exceeded Expectations: The Games far surpassed even optimistic predictions.📺 Visual Spectacle: The TV broadcast was particularly impressive, showcasing Paris beautifully.🎟️ Seamless Experience: Excellent logistics, with easy movement between events and last-minute ticket availability.🎥 Production Value: Extensive camera coverage, though some felt underutilized.📊 Graphics Innovation: Impressive use of graphics in some events (e.g., 100m race), but room for improvement in others.🔮 Future Improvements: Potential for multiple world feeds, enhanced graphics, and more 3D/volumetric video in future Olympics.👏 Overall Success: Despite minor areas for improvement, the Paris Olympics were a resounding success, leaving France proud.Looking forward to seeing how LA 2028 builds on this success with even more technological innovations!

The Power Shift in Sports Marketing One of the most striking observations Van Schaik made was the dramatic shift in influence from traditional sports entities to individual athletes. He illustrated this with a compelling comparison: "If you take the FIFA World Cup, the NHL, the NBA, the NFL, the MLB... the five biggest leagues, five biggest sports entities... they have a combined social media following of 460 million. But now we take a look at just Cristiano [Ronaldo], Messi, and Neymar Junior... these three guys have an audience of 1.9 billion." This stark contrast underscores a fundamental change in the sports industry. Athletes, empowered by social media and direct fan engagement, are now capable of reaching and influencing audiences far beyond what traditional sports organizations can achieve. The Athlete as a Brand Van Schaik emphasizes that the future of sports is "brand-led, athlete-centric, and data-driven." He argues that athletes are no longer just participants in sports but are becoming entrepreneurs and brand builders in their own right. "Athletes are starting to realize that they can actually be in charge of their own narrative," Van Schaik notes. This realization is leading to a more proactive approach to brand building among athletes, who are using their platforms not just for self-promotion, but also to advocate for causes they care about. Examples of this trend include Colin Kaepernick speaking out against police brutality, Muslim football players addressing the situation in Gaza, Megan Rapinoe advocating for gender equality, and Marcus Rashford campaigning for healthy food in English schools. The 1000 True Fans Theory A key concept Van Schaik introduces is the "1000 True Fans" theory, originally proposed by Kevin Kelly. This idea suggests that an athlete doesn't need millions of casual fans to be successful; instead, they need to cultivate a smaller, more dedicated fanbase. Van Schaik outlines three challenges for athletes in applying this theory: Identify their ideal audience: "Who are you actually creating content for?" Connect with these fans: "Where are they? Can you create a relationship with these people?" Develop products or services: "What are the products and services that these 1000 people would love to buy from me?" This approach allows athletes in less mainstream sports or those with smaller followings to build sustainable careers and brands. Building a Holistic Athlete Brand Van Schaik advocates for a more comprehensive approach to athlete branding, focusing on five key elements: Performance: The athlete's sporting achievements Personality: Their unique character and style Community: The people or causes they care about Passion: Interests outside of their sport Monetization: Both through partnerships and direct-to-consumer offerings By developing these aspects, athletes can create more robust and lasting brands that extend beyond their active careers. Challenges and Opportunities Despite the potential, Van Schaik notes that many athletes are not fully capitalizing on these opportunities. He identifies three main issues: Lack of storytelling: "Athletes tend to live cast their life, and they are not posting often enough." Inconsistent posting: Many athletes don't maintain a regular content schedule. Absence of a plan: "Every athlete agrees that it's important, but very, very few athletes actually have a plan." These challenges often stem from a lack of expertise in brand building, digital marketing, and e-commerce within athletes' support teams. The Role of Technology and AI Van Schaik also touches on the role of emerging technologies in athlete branding. He mentions that his book includes ChatGPT prompts specifically designed for athletes, allowing them to leverage AI for brand building "even without understanding marketing strategy." This integration of AI tools highlights the evolving nature of athlete branding and the potential for technology to democratize brand-building capabilities.

Listen to the Spotify podcast The Evolution of Real-time Experiences Matt began by explaining the journey of real-time applications, from simple notification systems to complex, interactive platforms. He identified three key stages in this evolution: Live experiences: One-way broadcasting of data, similar to video streams. Shared live experiences: Users engage with each other while consuming live content. Collaborative experiences: Users interact with each other and manipulate the experience itself. This progression mirrors the changing expectations of fans, particularly younger generations who demand more interactive and social viewing experiences. As Matt noted, "The younger generation are demanding more. They want to share it with friends, they want to engage with each other, they want to communicate about it." The Challenge of Scale One of the most significant challenges in delivering real-time fan engagement is managing the exponential growth in data volume as more users interact. Matt explained this concept with a striking example: "If you've got 1000 fans communicating with a thousand fans, that's potentially, I don't know, a million events, if each of them communicate to each other once. But, you know, as soon as you go to a million fans, to a million fans, you sort of, you're going into the trillions of events and hundreds of trillions of fans very, very quickly." This explosion of data creates immense technical problems that many organizations are not equipped to handle on their own. Ably positions itself as a solution to this challenge, offering infrastructure and APIs that can manage these massive data flows efficiently. The Importance of Reliability Our conversation highlighted the critical nature of reliability in fan engagement platforms. Matt shared an anecdote about a customer who experienced technical issues during an event, resulting in fans abandoning the platform: "We recently had a customer, which again, I can't mention nothing to do with us, but they did have an issue during the event and their fans just left and went to another platform. Now, I don't know if they're going to come back next time, but that's exactly the behavior." This example underscores the importance of robust, scalable solutions in maintaining fan loyalty and engagement. As Matt put it, "You can also give people reasons not to come back, which is didn't work." The Role of Real-time Technology in Innovation During our discussion, I reflected on my own experiences with real-time applications, particularly during the 2012 London Olympics. I shared how the availability of robust real-time infrastructure could have been a "savior" for complex data management. This led to a discussion about how reliable real-time technology can foster innovation and creativity in user experience design. Matt agreed with my perspective, stating, "I think if I think today of website apps or experiences that don't have this kind of engaging, real-time engagement part, it seems they're old, to be honest." The Future of Fan Engagement Looking ahead, Matt identified several trends shaping the future of fan engagement: Gamification: Adding game-like elements to keep fans engaged and returning to platforms. Unique content: Providing exclusive material that fans can discuss and share. New data sources: Incorporating diverse data streams, such as telemetry from race cars, to enhance the fan experience. Immersive experiences: Potential for AR/VR applications, though Matt emphasized that the focus should be on providing more data rather than specific technologies. On the topic of emerging technologies, Matt mentioned the potential of AI in fan engagement: "I see a huge opportunity in AI to get their attention, you know, summarize what's happened, because that's how they want to consume information, summarize what they need to know and bring it back, give them reasons, come back to their applications."

For episode 38 of A guy with a scarf , I sat down with Alex Balfour, a digital pioneer in the world of sports and entertainment. Balfour, who served as the Head of New Media for the London 2012 Olympic Games, shares his insights on the digital evolution of the Olympics and the changing landscape of sports engagement. The Digital Transformation of the Olympics Balfour's journey with the Olympics began in 2006, a time when the digital landscape was vastly different from today. He recalls, "When I joined the organizing committee in 2006, Facebook existed, I think, barely. Twitter hadn't quite launched, Instagram didn't launch for two or three years later." This context sets the stage for understanding the rapid digital transformation that occurred in the lead-up to the 2012 Games. One of the most significant changes was the rise of mobile technology. Balfour notes, "By the time we got to the games, around 50% of our web traffic, for example, was mobile." This shift required adaptability and foresight in planning digital strategies for the Games. The Unique Challenges of Olympic Digital Engagement The Olympics present unique challenges in terms of digital engagement due to their sheer scale and diversity. Balfour explains, "It's 26 world championships going on in parallel... covering all that stuff was difficult." This complexity makes it challenging to communicate the full scope of the event through digital channels. Moreover, the Olympics face the challenge of making lesser-known athletes and sports engaging to a global audience. Balfour points out, "Olympic athletes are generally not household names... often the games makes heroes of people who then go back into not being professional athletes afterwards." The Evolution of Storytelling in Sports One of the key takeaways from the interview is the changing nature of storytelling in sports. Balfour emphasizes the importance of emotional connection, stating, "I think that's almost more important, frankly, than the sport and the results." He recalls a conversation with Seb Coe, who predicted that the 2012 Games would be remembered for their atmosphere rather than specific sporting achievements. This shift in focus has been facilitated by the rise of social media and streaming platforms. Balfour notes the impact of platforms like TikTok, mentioning, "In Tokyo, from memory, the number one profile athlete was Ilona Mayer... the USA rugby player, because she was just really strong on TikTok." The Role of Athletes in Digital Engagement The interview highlights the changing role of athletes in digital engagement. While in 2012, athletes' personal channels were less prominent, today they play a crucial role in creating and distributing content. Balfour notes, "There are lots of athletes now who either in the run up to the games or because of the games, their individual profile raises. And they have their own channel." This shift has led to changes in IOC regulations, with Balfour explaining, "The IRC has recognized that there's now less constraints around what athletes can do in terms of the footage they can create, the visibility they can have for their sponsors." Looking Ahead to Paris 2024 and Beyond As the conversation turns to the upcoming Paris 2024 Olympics, Balfour expresses optimism about the future of the Games. He praises the IOC's strategy of selecting strong venues for future Games, saying, "All really, really strong venues, strong areas, countries that know how to get stuff done. And I think it'll only reinvigorate the franchise." Balfour also touches on the evolving business side of digital engagement in sports. He mentions his current focus: "What we do now is around monetizing... I finally started to solve that problem, to define what this stuff is worth in cash terms."

In this episode of "A Guy with a Scarf", I sit down with Terrence Burns, a veteran of the Olympic movement with over 30 years of experience in sports marketing. Burns shares his insights on the evolution of Olympic sponsorship and marketing, the importance of values in the Olympic brand, and what we can expect from the upcoming games in Paris and Los Angeles. Burns began his Olympic journey with Delta Airlines, managing their sponsorship for the Atlanta Games in 1996. He fell in love with the Olympics, not just for the sports, but for the philosophy and values behind the movement. "It's the last thing, frankly, the best and last thing that we do as a species on a global basis that people love and admire and respect," he says. One of the key takeaways from the interview is the importance of understanding the Olympic brand and its values. Burns emphasizes that sponsors are not just buying a sports sponsorship, but an investment in humanity. "You need to understand how to link your brand to those values that people love," he advises. However, Burns also notes that the world of Olympic sponsorship is changing. With the increasing fragmentation of product categories and the rise of athlete activism, sponsors may need to shift their focus from exclusivity to more meaningful partnerships. "Maybe in the future, sports will gravitate toward programming relationships," he suggests, giving the example of sponsoring the volunteer program at the games. Looking ahead to the upcoming games, Burns sees Paris 2024 as a reset for the Olympic movement after a challenging decade. "Paris is a reset for everything that is beautiful and imaginative and evocative and complex," he says. As for Los Angeles 2028, Burns expects a celebration of the city's diverse culture and a focus on innovation, given the lack of federal funding for the games in the United States. Throughout the interview, Burns emphasizes the power of storytelling in the Olympics. He recalls research showing that people's favorite Olympic moments are often about struggling and perseverance, rather than winning. "The stories that happen are magnificently poignant to us because these are kids out there who may never make another penny from being the best pole vaulter in the world," he says. In conclusion, Burns' insights offer a valuable perspective on the past, present, and future of Olympic sponsorship and marketing. As the games continue to evolve, sponsors and organizers alike will need to adapt to changing consumer expectations while staying true to the values that make the Olympics such a beloved institution. As Burns puts it, "It's the Olympic move, the games themselves and the product on the field of play that truthfully matters."

As a veteran of the sports media industry with 35 years of experience at Deltatre, I recently delivered a thought-provoking keynote at the ABLY Real-Time Fan Engagement Summit held at the AWS office in New York City. In my presentation, I explored the current state of fan engagement, the challenges faced by organizations, and the potential scenarios for the future of real-time fan engagement in sports and media. The Evolving Ecosystem of Fan Engagement: I emphasized that the fan engagement ecosystem has become increasingly complex and multidimensional. Sports organizations must now navigate a landscape that includes their own platforms, media-owned and operated platforms, sport-specific apps, social media, and big tech companies. This complexity presents both challenges and opportunities for organizations seeking to engage with their fans in real-time. I highlighted the importance of understanding the "fluid fan" concept, where fans are no longer confined to a single team or sport, but instead engage with multiple aspects of their lives. This shift requires organizations to be agile and adaptable in their fan engagement strategies, constantly learning and deploying new approaches to meet the evolving needs and expectations of their fans. Balancing Social Media and Owned Platforms: One of the key dilemmas faced by sports organizations is how to allocate resources and efforts between social media and their own platforms. While social media offers unparalleled reach and the opportunity to learn from the big players, organizations also need to bring fans to their own platforms to collect data and create personalized experiences. I stressed the importance of understanding what to do, where, and when, to create an effective multi-layered fan engagement funnel. I also noted that organizations should embrace new trends and make them their own, rather than simply copying what others are doing. By tailoring these trends to their unique fan base, organizations can create engaging experiences that resonate with their audience. The Evolution of Fan Engagement: I traced the evolution of fan engagement from linear consumption to augmented viewing, reaction, collaboration, and participation. As fans become more accustomed to real-time interactions in their daily lives, sports organizations must adapt to meet these expectations. However, this also presents technical challenges, as the increase in participation and interaction leads to a significant increase in data volume and complexity. I emphasized the need for organizations to find the right balance between innovation and technical feasibility, ensuring that they don't promise experiences they can't deliver at scale. This requires close collaboration between business and technical teams to create fan engagement strategies that are both ambitious and achievable. The Impact of Immersive Experiences and AI: Looking to the future, I explored the potential impact of immersive experiences and artificial intelligence on fan engagement. Technologies like link tracking and virtual players could revolutionize the way fans experience live sports, but they also require the ability to handle vast amounts of data in real-time. AI has the potential to enable personalized experiences and generate novel data points, but it also raises questions about the balance between server-side and client-side personalization. I introduced the concept of "AI-personalized experiences," where AI could understand and adapt the fan experience in real-time based on individual preferences and context. This could lead to a future where fans can customize their viewing experience, from the camera angles they see to the graphics and stats overlaid on the screen. In conclusion, I emphasized that if or when fan engagement grows exponentially, sports organizations must be prepared to handle the scale and complexity of real-time data. They will need sustainable, scalable solutions that can compete with the offerings of big tech companies and social media platforms. As the industry continues to evolve, the ability to provide personalized, immersive, and real-time fan experiences will be crucial to the success of sports and media organizations. My keynote provided a comprehensive overview of the current state and future potential of real-time fan engagement in sports and media. My insights highlighted the need for organizations to be agile, innovative, and technically savvy in order to meet the ever-growing expectations of their fans. As the industry continues to evolve, those who can successfully navigate this complex landscape will be well-positioned to create engaging, memorable experiences for their fans.

In the inaugural episode of Untangling AI, Carlo De Marchis sits down with Nick Meacham, CEO of SportsPro, to discuss the impact and potential of artificial intelligence (AI) in the sports industry. As the world of sports continues to evolve, AI has become an increasingly important topic, with organizations seeking to leverage its capabilities to enhance fan engagement, streamline operations, and drive innovation. Meacham, with his extensive experience in the sports media landscape, shares valuable insights on how the industry can effectively navigate the AI landscape. He emphasizes the importance of being "hypercurious" when it comes to AI, stating, "Everyone needs a bit of a baseline understanding to make sure that as more and more tools become more readily available and that you have confidence to be able to know, yep, this is something we need to implement, and we're going to pull the trigger on that and move forward with using this." One of the key takeaways from the conversation is the need for sports organizations to actively engage with AI technologies to gain a firsthand understanding of their capabilities. De Marchis stresses the significance of hands-on experience, saying, "If you don't try it for yourself, you don't create your own opinion. And even if tool a is considered better than to b, maybe for you it's not the case. It depends a lot on what you're using them to and how do you integrate them in your workflow or your company workflow." Meacham also highlights the diverse range of applications for AI within the sports industry, extending beyond just the tech sector. "AI is what we're seeing just from the data of content consumption across our own platforms. It is interesting to everyone in all corners of the industry at different levels," he explains. This widespread interest is evident in the upcoming SportsPro AI event, set to take place in London on September 24th and 25th, which has already garnered significant attention from industry professionals across various sectors. While the hype surrounding AI is undeniable, both De Marchis and Meacham acknowledge the importance of cutting through the noise and focusing on practical applications. Meacham notes, "AI can take a lot of the legwork and a lot of the pain out of that if it's, if it's implemented the right way. Not all of it, don't get me wrong, not all of it, but it can help. It can definitely help in." This sentiment underscores the need for sports organizations to approach AI with a strategic mindset, identifying areas where the technology can provide genuine value and efficiency gains. As the conversation concludes, De Marchis and Meacham look ahead to the future of AI in the sports industry. While the long-term impact remains to be seen, both agree that AI is here to stay and will continue to shape the way sports organizations operate and engage with fans. Meacham sums it up aptly, stating, "I'm really looking forward to riding that wave and making sure I can learn for myself on how it can improve me, our company, and indeed hopefully the industry, which has been looking for a silver bullet or silver bullets to help it get better at these things." Untangling AI promises to be an enlightening series, providing valuable insights and perspectives on the intersection of AI and the sports industry. With Nick Meacham's expertise and Carlo De Marchis's dedication to exploring the practical applications of AI, viewers can expect to gain a deeper understanding of how this transformative technology is shaping the future of sports.

For this captivating episode of "A Guy with a Scarf", I had a long intense conversation with Yiannis Exarchos, CEO of Olympic Broadcasting Services (OBS) and Executive Director of the Olympic Channel. Exarchos shares his remarkable journey in the world of Olympic broadcasting, shedding light on the evolving landscape of sports media and the groundbreaking innovations that have transformed the way we experience the Olympic Games. Exarchos' involvement with the Olympics began in 1997 when he assisted the Athens bidding committee. The emotional memory of Athens winning the bid in Lausanne remains one of his most cherished moments. Collaborating with broadcasting legend Manolo Romero, Exarchos played a pivotal role in setting up the host broadcasting operation for the Athens 2004 Games. He recalls, "I thought it would be a great gig to do for one games in my country." Little did he know that this would mark the beginning of a 23-year odyssey in the Olympic movement. One of the key takeaways from the interview is the sheer scale and complexity of Olympic broadcasting. Exarchos reveals that for the Paris 2024 Games, OBS plans to produce an astounding 11,000 hours of content, equivalent to 450 days of content compressed into just 17 days. This includes not only live competition coverage but also behind-the-scenes content, digital offerings, and even augmented reality experiences. "I don't think that there is a network in the world that produces that in a year," Exarchos marvels. The conversation delves into the delicate balance between long-term planning and embracing cutting-edge innovations in a rapidly evolving technological landscape. Exarchos emphasizes that while the Olympics showcase groundbreaking technology, the focus remains on leveraging these advancements to tell compelling stories of the world's best athletes. "Technology is there to support us in achieving that, not just to showcase something which is cool," he asserts. Exarchos also highlights the modular approach OBS has adopted, allowing broadcasters to customize their coverage by selecting different content modules. This empowers media partners to tailor their offerings to their specific audiences, enhancing engagement and storytelling. "Our thinking is constantly how to create different content modules that can be used by broadcasters without putting them in the difficult position of them having to come and set up a production job," Exarchos explains. The interview explores the role of artificial intelligence (AI) in shaping the future of Olympic broadcasting. While acknowledging the immense potential of AI, Exarchos emphasizes the need for structured and responsible implementation. He foresees a future where AI tools are trained with more contained and structured datasets to ensure consistency and adherence to ethical standards. "I'm a believer in the huge capacities of AI. I'm also very aware of the incredible risks that are associated, especially on the ethical front," he cautions. The launch of the Olympic Channel emerges as another significant milestone in Exarchos' journey. Envisioned by IOC President Thomas Bach, the Olympic Channel aims to bridge the engagement gap between the Games, promoting Olympic sports and athletes throughout the four-year cycle. With a presence in 11 languages and a tailored experience for different regions, the Olympic Channel has become a vital platform for storytelling and connecting with diverse audiences worldwide. Exarchos reflects on the power of the Olympic Games to unite the world. "There couldn't be a better moment for a great games to celebrate, for the world to come together," he affirms. With his infectious passion and visionary approach, Yiannis Exarchos continues to shape the future of Olympic broadcasting, ensuring that the magic of the Games reaches every corner of the globe.

I had the pleasure of sitting down with Tom Kuhr, a seasoned veteran in the world of computer tech, software, and SaaS companies. With 30 years of experience, Tom shared his insights on the evolving landscape of sports technology and the key trends shaping the industry. Our discussion revolved around an article Tom wrote for Unofficial Partner, titled "10 Buying Trends Shaping the Sports Business." Throughout the interview, Tom and I delved into each of these trends, providing valuable insights and anecdotes from our experiences working with sports organizations and technology vendors. One of the key takeaways from our conversation is the shift towards a more transparent and collaborative buying process in sports tech. As Tom pointed out, "People are trying to find out where to focus before because there are so many choices out there, so that it really does elongate the sales cycle." This increased transparency and involvement of multiple departments in the decision-making process may slow down the buying cycle but ultimately leads to better outcomes for the organization. Tom also highlighted the importance of quantifying value quickly, stating that "being able to say, here's how the software is performing and here's how my team is performing, or this league's performed like that, performance information is really what you need to talk to your boss with." Another critical trend we discussed is the importance of data security and privacy. Tom emphasized that "having a fan breach is a severe brand value hit," and sports organizations must prioritize the protection of fan data. As a result, IT departments are becoming more involved in the buying process, ensuring that vendors meet strict security standards and certifications. Tom also stressed the significance of a strong company culture around data security, stating that "it's not only the software tool that has, you know, the right, it's, it's how you behave." Our conversation also touched on the challenges of selling sports technology globally, with Tom highlighting the need for localization and understanding cultural differences. "Localization is really the key to globalization. You really need to make sure that your technology fits into different markets," he explained. We also discussed the importance of having local representation, whether through an affiliate, a partner, a value-added reseller, or staff in the target country. Tom and I also explored the importance of integrated solutions and the growing demand for actionable insights from data. As I put it, "It's still a long way to go, especially on the actionability of the insights. So it's clearly data insights, action." Vendors that can provide comprehensive solutions and help organizations make data-driven decisions will have a competitive edge in the market. Tom added that "being able to make recommendations is really the end goal." The interview also covered the adoption of cloud technology, with Tom emphasizing that "cloud is the way people are moving. There's no debate anymore whether it should be on-premises or in the cloud." We also discussed the future of immersive fan experiences, with Tom suggesting that AI will play a significant role in personalizing and enhancing these experiences for fans at different levels of understanding and engagement with the sport. Lastly, we touched on the significance of flexible pricing models in sports tech. Tom stressed the importance of vendors being good partners to their clients, focusing on joint success and long-term relationships. He noted that "making it really flexible so it grows over time is really key" and that "attaching that to value and attaching that to growth and attaching that to really joint success is a really good partnership system." Tom Kuhr offered a wealth of insights into the current state and future direction of sports technology buying. As the industry continues to evolve, organizations and vendors must adapt to these trends to remain competitive and provide the best possible experiences for fans and stakeholders alike. By fostering strong partnerships, prioritizing data security, and focusing on actionable insights, the sports tech industry can continue to thrive and innovate in the years to come.

Doug Shapiro, a media industry veteran with nearly 30 years of experience, recently shared his insights on the video streaming landscape in an interview with Carlos on the "A Guy with a Scarf" podcast. Shapiro's comprehensive analysis of the video value chain in the United States, titled "Video Follow the Money," shed light on the current state of the industry and its future trajectory. One of the key takeaways from the interview is that the traditional television business, including pay TV and broadcast, still dominates the video landscape, accounting for approximately 66% of the total video revenue. In contrast, streaming, despite its rapid growth and buzz, only contributes about 21% to the overall pie. Shapiro notes, "For all the talk about streaming and NCTV, enfast and Netflix and Roku and all that, it's only about twenty one cents." This revelation challenges the common perception that streaming has overtaken traditional television in terms of revenue generation. Interestingly, Shapiro points out that the total video business has remained relatively stable on a nominal basis, with streaming growth coming at the expense of traditional forms of video consumption. This implies that the video industry is not experiencing significant overall growth, but rather a shift in consumer preferences and spending patterns. Shapiro's analysis suggests that as consumers embrace streaming platforms, they are simultaneously reducing their spending on traditional video services, resulting in a revenue shift rather than an expansion of the total video market. Another notable insight is that both consumer and advertiser spending on video have been relatively fixed. Shapiro explains, "Consumers are shifting their spend from traditional to streaming, and advertisers are shifting their budgets, their video budgets from traditional to fast and AVOD and CTV, but that both of those are relatively fixed." This observation suggests that consumers and advertisers have a set budget for video, and they are reallocating their spending rather than increasing it. The implication is that the growth of streaming platforms is not necessarily translating into a larger overall video market, but rather a redistribution of existing spending. Shapiro also delves into the distribution of revenue along the video value chain. Approximately 23% of the revenue goes to distributors, such as pay TV providers, movie theaters, and ad agencies, while the remaining 77% ends up with media companies. Of the media companies' share, a significant portion, around 50%, is allocated to content, with 40% going to entertainment content and 10% to sports content. This breakdown highlights the importance of content creation and acquisition in the media industry, with a substantial portion of revenue being invested back into programming. Regarding the role of big tech companies like Google, Meta, Apple, and Amazon in the video ecosystem, Shapiro notes that they have the advantage of being multi-product businesses. This allows them to cross-subsidize their video offerings with other products or services, operating at lower margins compared to standalone media companies. Shapiro remarks, "If you're in a business to make money and someone enters your business who doesn't need to make money, it's not usually [an advantage]." The ability of these tech giants to leverage their diverse revenue streams and user bases poses a significant challenge for traditional media companies that rely solely on video-related revenue. Looking ahead, Shapiro believes that standalone entertainment companies may face significant challenges in the evolving media landscape. He cites ongoing sale discussions at Paramount and questions about the long-term viability of Warner Brothers Discovery as a standalone entity. The consolidation and mergers within the media industry suggest that scale and diversification are becoming increasingly crucial for survival in the face of intense competition from tech giants and shifting consumer preferences. In conclusion, Doug Shapiro's comprehensive analysis of the video value chain provides valuable insights into the current state and future direction of the industry. While streaming continues to grow, traditional television still holds a dominant position. The relatively fixed nature of consumer and advertiser spending on video, coupled with the competitive advantage of multi-product tech giants, presents challenges for standalone media companies. As Shapiro continues to explore this topic, it will be interesting to see how the industry evolves and adapts to the changing dynamics of the video landscape. The media industry must navigate the complexities of shifting consumer behavior, technological advancements, and the increasing influence of tech giants to remain relevant and profitable in the years to come.

Pioneering Sports Tech and Media: Insights from Ciaran Quinn In a recent episode of "A Guy with a Scarf", I sat down with my old friend Ciaran Quinn to discuss his fascinating journey in the world of sports, technology, and media. The conversation spanned over two decades, highlighting the evolution of the industry and the challenges faced by pioneers like Ciaran. Quinn's foray into sports tech began in 2000 when he co-founded Veo, a company that helped U.S. digital companies enter the European market. Despite the dot-com bust, Quinn and his team successfully navigated the tumultuous times. In 2003, Quinn joined Entriq, an early DRM company, where he focused on bringing major sporting events online for the first time. One of the most significant milestones in Quinn's career was his involvement in streaming the 2004 Athens Olympic Games. "That was the first time, I think, that you had such a major sporting event ever streamed live across many countries," Quinn recalled. This groundbreaking achievement paved the way for the future of sports streaming. The conversation then shifted to the transformational moment in streaming technology during the 2008 Beijing Olympics. I vividly remembered being introduced to adaptive streaming technology, which allowed for seamless video playback across different devices and bandwidths. "It was really a pivotal moment, an epiphany for what then became streaming," I remarked. We also discussed the challenges faced by niche streaming services in the face of bundling and aggregation. Quinn shared his experience with the Global Cycling Network, a vertical sports streaming platform that was eventually folded into Eurosport Discovery. "The outcome is not, in my opinion, as a fan, it's not as good as it used to be," Quinn lamented, highlighting the limitations of bundled services in catering to passionate fans of specific sports. Looking ahead, Quinn believes that the future of sports media will be shaped by the ability of major players like Amazon and Apple to transcend traditional broadcasting borders. "They are used to not dealing with borders the same way as broadcasters used to," Quinn explained, adding that their deep pockets and global reach could drive significant change in the industry. Today, Quinn remains actively involved in the sports tech and media landscape, working with early-stage companies as a board member, angel investor, advisor, and mentor. He has been involved with companies like Wiz Team, Respo Vision, and Sport Dynamics, among others, spanning across various aspects of sports technology and data analytics. In conclusion, Ciaran Quinn's journey in sports tech and media serves as an inspiration for those looking to innovate and push boundaries in the industry. From pioneering live sports streaming to navigating the challenges of bundling and aggregation, Quinn's insights provide a valuable perspective on the past, present, and future of sports media. As De marchis aptly put it, "enjoy cycling in your beautiful area and see where you are," emphasizing the importance of passion and perseverance in the ever-evolving world of sports tech and media.

The sports world descended on Dusseldorf earlier this week for SportsInnovation 2024, a flagship event organized by DFL, the German Football League. The gathering showcased cutting-edge technologies and immersive fan experiences that promise to reshape the beautiful game in the years ahead. "I think we are finally at the level where we will be able to judge if the idea we had in the past are good ideas or not," I remarked while speaking at the event. "The thing that we have imagined, the experience that we have thought it could be possible, are now technically possible, feasible, working." Mixed Reality Takes Center Stage One highlight was the unveiling of new mixed reality experiences that blend the digital and physical worlds. The NFL and famous AR/VR studio The Famous Group demoed a stadium app that overlays real-time player stats and graphics on the live action using a phone. MLB showed off an immersive batting experience in London's Trafalgar Square. And multiple leagues including the Bundesliga previewed AR gaming using the new Apple Vision Pro headset. "It was really something that makes sense," I said after trying the Vision Pro demo. "Obviously I had to test it. I look like a dork, but it was quite a good test... Again, the adoption, how many hours will people really use it? We are at the start of something, but maybe I cannot guarantee it's something that starts to really be working, feasible, valuable, usable." Transforming Player & Coaching Analysis Another key theme was leveraging technology and data to enhance performance on the pitch. Companies like Sportec Solutions demonstrated advanced player tracking and "limb tracking" that can recreate matches in a 3D digital environment with only a few seconds of latency. Coaches are harnessing this granular movement data to analyze player decision-making and technique. Manuel Baum, a coach at RB Leipzig's academy, explained: "As football is based on three things - perception, decision, execution - by analyzing the movement of the body, you understand if a player can intercept the ball at a certain point, because the movement, how he moves or she moves the body already means he had a decision." Tech is also empowering match officials, with video replay (VAR) and "connected ball" technology demoed live. Referees even donned body cams to give the audience their perspective in real-time. The Adoption Curve Ahead While much of the innovation on display felt ready for prime time, the lingering question is how quickly leagues, clubs, and fans will embrace it. Strategist Jean Bastien of consulting firm Lasource provided a measured take: "A lot of leagues are, if you want, listening to what's happening in the market, only few are fully, or clubs are fully adopting this technology already. But his idea is that this is really starting to materialize...this is technology that can really improve the game, not just be gimmick created by techies in the past." DFL CEO Steffen Merkel struck an ambitious tone in his opening keynote, emphasizing the league's commitment to leveraging technology to elevate the fan experience and on-field product. "The message is we really care about creating the best football for everybody, for the athletes, for the coaches, for the fans, and also being commercially successful." The Enduring Magic of Live Sports Even as the industry races towards a high-tech future, the event highlighted the timeless allure of live sports. Full 90-minute matches were staged in the background throughout the two days, with the mainstage perched in the stands. "There is this amazing thing that you're talking or you're listening to people presenting stuff, and you see football playing in the background," I observed. "It's quite unique. And the technology and innovation are tested live." The event closed, fittingly, with a live demonstration of flag football (in partnership with the NFL) on a transformed playing field - a symbolic nod to the sport's constant evolution. Looking Ahead to 2026 With over 1500 invite-only attendees spanning leagues, brands, and technology companies, SportsInnovation affirmed its status as a tentpole on the global sports business calendar. As the focus shifts to the event's next edition in 2026, I believe the gathering will only grow in stature. "Let's see what they will have ready for 2026, because this is an event that happens every two years. But thank you DFL and thank you Düsseldorf," I said. "It was a very good event to organize."

Dyn: Innovating the Sports Streaming Ecosystem in Germany Andreas Heyden, CEO of Dyn, a new German streaming platform, shares his journey and insights into the world of sports streaming in an engaging interview. With a background in the internet and video-on-demand business since 1997, Heyden has been at the forefront of digital transformation in the sports industry. His experience at DFL Deutsche Fußball Liga GmbH, the governing body of Bundesliga, has given him a unique perspective on the power of sports content and its ability to capture attention like no other. Heyden's latest venture, Dyn, is a streaming ecosystem that aggregates tier-two sports in Germany, such as handball, basketball, hockey, volleyball, and table tennis. These sports collectively represent roughly 50% of the sports interest in the country, with a target group the size of the Netherlands. Heyden explains, "These sports rights of really great, great sports that we have acquired are not there in the position like an NFL, like an NBA, that they have the manpower, the knowledge, the technology, for sure they have the aspiration to grow and we are there to help them to grow." What sets Dyn apart is its comprehensive approach to the streaming ecosystem. The platform not only licenses content but also produces games, builds remote production capabilities, and provides a content desk for leagues and clubs. Heyden emphasizes the importance of creating demand throughout the week, not just on the weekends. "We truly believe demand on the weekend is created during the match week. During the week," he states. One of the key advantages of Dyn is its cloud-native infrastructure. Heyden explains, "If you look under our tables, if you look in our server rooms, there's not much metal and silicon laying around. Because we are in an event-driven business, we have roughly two and a half thousand events per year on 200 days." This scalable and cost-effective infrastructure allows Dyn to be agile and innovative in its approach. Building a diverse and passionate team has been crucial to Dyn's success. Heyden shares, "We get really bright minds from McKinsey, from DfL, from football clubs, from big media companies, from audible, et cetera, who have a professional career, who are very professional and who are bright people and great colleagues. And they work so hard and they are so committed to the project because they believe in the vision." Dyn's content strategy focuses on building a home for each sport rather than becoming a "Netflix of sports." Heyden explains, "For me to go broad and have now canoeing or climbing or something like this, maybe in beautiful sports, beautiful sports, but it's not serialized content, so you don't have a real leak. And it would be just another sport to our sports. I'd rather invest my time and money in making the best handball experience, the best basketball experience, the best table tennis experience." Looking ahead, Heyden sees potential in expanding Dyn's non-live content offerings, such as documentaries, but emphasizes the importance of perfecting live content first. He also recognizes the crucial role of social media in brand building and creating attention for the sports featured on the platform. In conclusion, Andreas Heyden and Dyn are revolutionizing the sports streaming landscape in Germany by focusing on tier-two sports and creating a comprehensive ecosystem that benefits leagues, clubs, and fans alike. With a cloud-native infrastructure, a passionate team, and a content strategy that prioritizes depth over breadth, Dyn is well-positioned to grow and thrive in the years to come.

SportsInnovation Showcase: Bundesliga Embraces TechnologyI recently had the pleasure of interviewing Hendrik Weber from the DFL Bundesliga about the upcoming SportsInnovation event in Düsseldorf on March 20-21, 2024. The DFL is organizing the third edition of the conference to showcase the latest innovations and technologies impacting football and sports.What makes SportsInnovation unique is how it combines a traditional conference format, including international expert speakers and an exhibition area, with live football matches being played right in the Merkur Spiel-Arena stadium. This allows technologies to be demonstrated and tested in real-world conditions. As Hendrik explained, "You have actual, real football players playing on the real grass and scoring real goals... You can not only talk about PowerPoint slides, but you actually talk about stuff which is actually happening."The event focuses on three key innovation pillars: next generation broadcasting and content, digital fan experience & stadium experience, and sports performance. These pillars are interconnected, with technology advancements in one area often impacting the others as well. On the first day, Bundesliga CEO Stefan Merkel will kick things off with a keynote on how he assesses the role of innovation in sport in general and what are his predictions for the future of football in particular.Later sessions will explore how to leverage digital technologies to enhance the fan experience. On the final day, the emphasis shifts to sports performance, officiating, and how clubs and federations can harness technology for training and tactics. Excitingly, the event will feature an afternoon of American football in partnership with the NFL, demonstrating the Bundesliga's interest in learning from other sports.The Bundesliga has a strong track record of pioneering new technologies. As Hendrik noted, "Bundesliga tries for a long time to push on the technology side of it and also innovation where the boundaries a little bit and really try to be kind of in the forefront of where the development is." By hosting SportsInnovation, the league aims to bring partners and other stakeholders together to prototype and co-innovate, while sharing knowledge with other leagues and federations. It's a collaborative approach to moving the whole industry forward.One fascinating area of innovation that will be highlighted is the rapid advancement in player and ball tracking capabilities. Hendrik described how just a few years ago, trackers could only monitor simple X, Y, Z coordinates of players represented as a center of mass. Tracking the ball was tricky due to its small size and fast movement. But now, the Merkur Spiel-Arena will feature over 100 sports technology cameras from leading providers like Hawk-Eye, ChyronHego, Second Spectrum, and more.The latest systems can track 20-30 limb segments per player, or even provide "mesh tracking" with 10,000+ data points mapping to a 3D player silhouette. This unlocks applications for automated offside calling, injury prevention, and granular performance analysis. By installing all the major tracking systems in one place, the event offers a unique opportunity for side-by-side comparisons and validation.Another key topic will be the role of academic research in sports innovation. A dedicated masterclass featuring speakers from the MIT Sports Lab, FIFA, and the Technical University of Munich will explore how to bridge the gap between academia and industry to accelerate progress. The event will also showcase the latest in mixed reality and immersive media experiences, with speakers from the NFL, MLB and tech providers.While I'm personally looking forward to moderating two of the panels, I'm also excited to experience the technology demos first-hand and soak up insights from the diverse range of international speakers and attendees. With the sessions all conducted in English, the event promises to bring together a global community to shape the future of the game.Although the invite-only event is already at capacity, its collaborative and open ethos is admirable. As Hendrik articulated, the Bundesliga's aim is for SportsInnovation to transcend any single league or federation and drive the whole industry forward: "SportsInnovation 2024 can be entitled the multisports edition as we will see representatives and showcases from more sports and leagues than ever before, including all American professional leagues."With that expansive outlook, I have no doubt that the ideas and innovations exchanged in Düsseldorf next week will have a profound impact not just on football, but on the entire sports industry for years to come. I'm thrilled to play a small part in the conversation.

Matt Stagg brings over 20 years of digital innovation leadership in the media and entertainment industry. He has driven mobile, immersive, and digital transformation strategy for prominent brands like BT Sport, Warner Bros. Discovery, EE, and more. His extensive industry background informs his nuanced perspectives on aligning emerging technology with media business opportunities. How Can AI Streamline Media Production Workflows? According to Matt Stagg, a pragmatic approach is needed rather than seeking end-to-end AI solutions for production. He advises focusing AI on assistive roles to augment human creativity: “It's all about having an assistant, or many assistants to free up the editorial and the well trained.” Machine learning has automation potential for onsite cameras while generative AI can handle graphics, statistics and overlays during post-production. Structured AI assistance with mundane, time-intensive tasks allows more human bandwidth for quality control and creative opportunities. What Role Can AI Play in Media Sustainability? Stagg highlighted emerging AI abilities to provide sustainability analytics, gathering the multitude of data points to compare approaches. As he explains, “We can see using artificial intelligence, machine learning to be able to understand the carbon footprint of a remote production versus on site.” This empowers more informed decisions to optimize energy, resource usage and other sustainability factors among various production models. Though AI compute power carries its own footprint, the insights AI delivers can clarify tradeoffs for long-term thinking. Can AI Help Combat Piracy? On anti-piracy, Stagg notes enforcement remains stuck in reactive “whack-a-mole” rather than understanding motivations. He suggests AI’s ability to comprehensively analyze social media links to piracy sites. This can identify access patterns, inform site blocking and IP restrictions. Stagg also called out using these AI-enabled insights on consumer needs to influence business models and pricing. Combined with enforcement, this more strategic approach can get ahead of piracy trends instead of chasing each takedown. What’s Needed for Spatial Computing to Become Mainstream? Stagg is keen on spatial computing’s long-term potential for immersive, volumetric viewing but acknowledges its intensive GPU requirements today. Until there is sufficient market penetration of AR/VR devices needing that extra power, more practical innovation is personalizing screen layouts in spatial environments. As he puts it, “When you have a spatial compute, when you're watching, you have your whole room. I can have the main screen there, I can have statistics there, I can have replays there.” This allows custom viewing that can scale now before volumetric catches up. How Can Media Balance Innovation and Business Realities? For Stagg, real tensions exist between technical teams proposing long-term innovations against executives greenlighting only immediate business needs. He says this comes down to budget prioritization and calls innovators to make better business cases. But part of the challenge is quantifying innovation results like churn impacts. Stagg says providing executive teams the data and support to see strategic innovation value is imperative. Leaders should also nurture a fail-safe culture for the experimentation vital to innovation. Ultimately, Stagg believes educating cross-functional leadership on balancing innovation investments is crucial for seizing opportunities. Avoiding the paralysis of possibilities, Stagg offers actionable frameworks to drive innovation with AI assistants, insightful analytics, strategic pricing, and incremental spatial computing advances. For Stagg, it’s about busines-savvy innovation prioritization, not blue sky imagination. That’s why leaders turn to him for the media innovation radar.

⚽ 🔢 Sports Data Emerging as Strategic Priority for Leagues 🏟 Just having breakfast in New York, with Christian Holzer of Sportec Solutions AG and we were discussing how sports data is becoming a top strategic priority for major leagues. So I thought... this is A guy with a scarf episode! As Holzer explained, "There is everywhere sports data available now in every kind of level. And I think he also mentioned it quite well, that the ownership and the control that the leagues are now seeking in that area is important for future growth in fan engagement, in commercialization, in product development, for leagues like MLS or like Bundesliga." The value of sports data spans across nearly all aspects of a sports organization now. As Holzer stated, "from production over digital, competition department, refereeing, player recruitment, health and safety. Everybody is involved, everybody can benefit from sports data and most of them are relying nowadays on sport data to do their decision." For Sportec Solutions specifically, the company focuses on "sports data officiating and sports technology," Holzer said. This includes "data gathering, data management, data analytics, data distribution and data content generation." The company also provides video assistant referee (VAR) systems and integrates third-party sports technologies. Originally founded as a joint venture between the German Bundesliga league and DeltaTre, Sportec Solutions now works with other leagues like Major League Soccer (MLS) in the U.S. The company recently opened an innovation center in Arlington, Texas to be closer to major U.S. sports entities like the Dallas Cowboys and Texas Rangers. One major partnership is with Amazon Web Services (AWS). As Holzer explained, "We are very deeply integrated into AWS infrastructure due to their sponsorship with Bundesliga, and we are developing new kinds of metrics with AWS technology." They called these new metrics "Bundesliga match facts," which apply "data analytics, artificial intelligence processes" to raw sports data to generate "new kinds of insights" and storytelling around matches. The U.S. sports industry seems particularly eager to embrace these types of sports data analytics to engage fans and enhance operations. As Holzer stated, "I think that's the reason why they have chosen us, because the turnaround times here in the US are much faster. They're faster in decision making. They're also trying things, try and fail and do the next thing until you are succeeding."

The “Godfather of FASTs” Recounts The Rise of Free Streaming TV Alan Wolk earned the moniker “Godfather of FASTs” for coining a now ubiquitous industry term, but his influence extends far beyond a clever acronym. Wolk recently traced the origins and rapid maturation of the free, ad-supported streaming TV services now known as FASTs. As the co-founder of TVRev recalls, it started around a decade ago when companies like Pluto TV seized on an opportunity for streaming comfort food programming. By packaging older licensed content into linear channels viewable for free, they essentially adapted the early cable TV model for the internet era. Wolk himself catalyzed the category by branding these ad-supported platforms with a catchy name. “I coined a term that has become very popular,” he explains. “At the time, we were calling all the SVOD services flixes...And then there's this other weird category, Pluto and Tubi and Xumo. And they're not the same as Hulu because they're free, so free. Ad-supported became fast, started calling them the flixes and the fasts, and then fast just took.” According to Wolk, Roku then kickstarted a pivotal change by launching The Roku Channel. Major TV manufacturers followed suit in making FASTs central to the smart TV experience. As Wolk puts it, “Seeing that Samsung, LG and Vizio possibly in that order, I don't remember, I'm not sure. But they all said, hey, what a great idea. We should do this too. And they did.” With free channels bundled directly into internet-connected sets, FASTs have become integral offerings on modern televisions. And key players have diverged from earlier models. While Pluto TV, Tubi and Xumo have been acquired as standalone branded apps under major media parents like Viacom, Fox and Comcast respectively, TV manufacturers have centralized free content within smart interfaces. Besides the prominence of built-in options on sets from the likes of Samsung and LG, Wolk highlights several other recent evolutions in the wider FAST ecosystem: Integration of linear channels and on-demand libraries for a more seamless experience A “push to quality” as major studios sell rights to popular shows like Westworld Expansion into live events and sports programming Emergence of original programming, with Emmy nominations for shows on Amazon's Freevee and The Roku Channel As Wolk summarizes, “They’re really coming into their own right now.” Besides updates in the core FAST landscape, Wolk also weighed in on the migration of sports streaming given his longstanding analysis of media trends. In terms of major U.S. leagues, he sees potential fallout from fragmentation across various Direct-to-Consumer offerings. While diehard fans may subscribe to everything, more casual audiences could lose interest amid what Wolk calls a “money grab.” Nevertheless, he believes faster-growing, younger-skewing sports like soccer represent strong streaming opportunities - hence the value behind Apple's recent deal for MLS rights. Having conceived the category’s common shorthand to start with, Wolk speaks authoritatively on FASTs’ promising trajectory. “They’re really coming into their own right now,” he observes. And with free ad-supported viewing becoming integral for internet-connected TVs, the Godfather of FASTs will no doubt remain an influential voice guiding developments. If the last decade marked the origins of modern FASTs, they seem primed to become even more prominent in the future according to the man who named them in the first place. A Turning Point ArrivesAdditional DevelopmentsOutlook for Sports StreamingThe Future According to The Godfather of FASTs

Rethinking Sports Media for the Next Generation of Fans Veteran sports media executive Sebastien Audoux recently shared his thoughts on innovations needed to engage the next generation of fans. Speaking on the “A Guy with a Scarf” podcast, he highlighted five areas where rights holders and broadcasters must embrace change to stay relevant. French Football Media Rights While the focus has been on money, Audoux argues “how are we going to storytell french football” is more important long-term. As an outsider league, France’s Ligue 1 needs a bold vision to grow - the expected investment from CVC Capital Partners provides that chance. Global Deals Like MLS and Apple The recent MLS rights acquisition by Apple TV+ brings a tech disrupter together with a challenger league. This creative partnership can rethink content strategies without being encumbered by legacy approaches. Audoux wants to see more innovative global deals emerge. Changes Coming in Professional Golf Golf faces existential threats, but disruption can breed opportunity. Audoux believes private equity and sovereign wealth fund investment in the breakaway LIV Tour forces change around a more cohesive, entertainment-focused world tour. Direct-to-consumer strategies may also emerge. Sports as Entertainment in Europe Despite innovation in US sports media, Europe clings to tradition according to Audoux. He argues “you shouldn’t put tradition against entertainment” as sport competes for leisure time. Adopting a media product mindset focused on quality and appeal is essential to win fans. Embrace Generation Z Don’t assume Gen Z holds no interest in sports. While their habits are different, they remain engaged. Rigid adherence to existing broadcast models risks losing their attention. Willingness to tailor experiences to new behaviors is paramount. As Audoux concludes, across these five areas and beyond, “You cannot apply the old recipe to this very different world.” Incremental change is not enough - sports media must push creative boundaries with technology partners to provide the next generation the content they crave or risk irrelevance.

The Media Cartographer Evan Shapiro on Reinventing Our Relationship with Work I recently had the pleasure of interviewing Evan Shapiro, a veteran media executive turned author and consultant, on my podcast “A Guy with a Scarf.” Shapiro is the creator of the Media Universe Map, a visual representation tracking the market value of major media companies. We covered several pressing topics: the state of the media industry, the integral role of sports media, Shapiro’s own health issues, and the importance of civic participation. Here are some highlights from our wide-ranging conversation: On the seismic changes in media: “Two companies control 100% of mobile. Right. Google is the fastest growing operating system in connected televisions. Amazon is the second largest distributor of television software in the United States." On the outsized influence of Big Tech: "You can't get to your consumer unless you go through these companies...They master so much control." On the economic influence of sports: "If you are a sports rights holder, there's never been a better time to be alive." On media companies reinventing themselves: "Media across the universe, pure media players are going to have to find ways to either bundle themselves with others or provide more than one service to compete." On the creator economy: "I think a lot of people think of me as an analyst or a consultant, but in reality, what I do every day is I wake up and I create." On the importance of relationships: "We identify ourselves too much in our jobs and not enough in the relationships that we build." On making civic participation a priority: "This is too important a time for those of us who give a shit about the world to keep our mouths shut." While ranging over topics like the consolidation of Big Tech and the explosion of the creator economy, Shapiro kept returning to the idea that we need to reevaluate our relationship to work. He argued passionately that life is too short to sacrifice wholly to employers who see us as expendable. Instead, we should focus on building meaningful connections and pursuing work aligned with our values. #mediaindustry #sportsbiz #healthwellness #civicengagement #personalbranding

YouTube Offers Big Potential for Sports Industry, But Often Overlooked In a recent interview on the podcast “A Guy with a Scarf,” Paola Marinone, CEO of BuzzMyVideos, discussed how sports organizations can better leverage YouTube in 2023 and beyond. She highlighted that while YouTube brings massive audiences across demographics and countries, it remains an underestimated platform in the sports world. Marinone outlined four key "recipes" sports entities should consider to capitalize on YouTube opportunities: Double Down on YouTube Shorts With Shorts bringing in unprecedented viewership, Marinone stressed that "quantity and frequency is winning big time compared to the quality" for now. Sports organizations should repurpose existing content and churn out new Shorts rapidly, even if rough around the edges. "It's not going to be that way forever...But now it's really a matter of really double down on quantity and frequency that really pays off," she said. Explore New Live Streaming Features YouTube will be pushing live streaming hard in 2024. Beyond broadcasting matches, sports teams can live stream commentary, behind-the-scenes looks and more. With YouTube launching better monetization via mid-roll ads and improved analytics, sports entities conducting frequent live streams can capitalize. Unlock Your Archive’s Potential As Marinone noted, "Archive is gold." Sports have a treasure trove of historical content that can drive views and revenue for years via video SEO, highlights, creator collaborations and more. She used the analogy of an iconic musician's catalog outperforming new releases to demonstrate evergreen prospects. Consider YouTube Memberships Over Building Own OTT Rather than build a proprietary over-the-top streaming service, sports organizations can leverage YouTube's built-in subscription option. This allows serving some content to the general audience while putting premium videos behind a paywall, avoiding disruptive off-site pushes. In summarizing why sports industry players turn to her company BuzzMyVideos for YouTube solutions, Marinone said they provide the "technology to do the boring but very important stuff" like optimization while also advising on strategy. She pointed to their self-serve FullScore platform as well as custom enterprise services. As Marinone concluded, "There is potential for you to be making like new rich in terms of audience or new revenue..." But only by asking the right questions first. Sports entities that dismiss or overlook YouTube may be leaving money on the table along with next-gen fan connections. By following her "recipes," teams and leagues can level up their YouTube game.