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Our thinking on the business of sports.

Perspectives on fan engagement, sponsorship, AI and the front office, from the people building the technology.

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ai

Why Sports Organizations Don't Need a Two-Year Build to Deploy AI

Almost every sports organization is experimenting with AI. Very few are seeing it on the bottom line. The gap isn't the technology, it's how it gets built and where it gets pointed.

Jack PorterOctober 20, 20265 min read

sponsorship

The Sponsorship Industry Has an ROI Problem

Sponsorship works. Fans buy from the brands that back their teams. The problem is that almost nobody can prove it, and that gap is starting to cost properties real money at renewal time.

Jack PorterOctober 20, 20265 min read

fans

Why 365-Day Fan Engagement Is Becoming More Valuable Than Game-Day Engagement

Game day is still the heart of fandom, but most of the revenue opportunity now sits on the other days. The organizations that show up between games are the ones fans spend with, and partners pay for, when the games come back.

Jack PorterOctober 20, 20265 min read

ai

The Sports Organization Is Becoming a Technology Company

Teams now own the subscriber, the app and the fan data whether they planned to or not. The ones who win will run that technology business on purpose, without having to build a software company to do it.

Stu PorterOctober 20, 20265 min read