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.