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Alright, Hello hi and welcome to today's panel at CES 2020, High Performance, higher impact and the role of technology in the future of sports. I'm 70 - Two. I am the marketing for sports the Olympic Games and New Technologies at Intel Corporation and I have a great panel here today to join me. I'm going to introduce them briefly before we get started on her piano. so first Eric Black chief Technology officer of NBC Sports Roof Digital they Head of partnership development and Innovation at United States Olympic and Paralympic properties and Legging Nash MVP brand partnerships at Misfits Gaming Group. Thank you all for joining us today. Sports have the power to bring people together at global scale and they're also really unique vehicle that can help to us to promote gender diversity and inclusion and so on our panel today, we're gonna be talking about how technology can really drive better visibility and accessibility for sports and sports content for fans around the world. and of course, you know I have to mention that this is now 2020, which is a really exciting year for sports. Not just because sports are gonna be amazing, but also because it's an Olympic year and in just a hundred and 90 - eight days, the world will come together in a celebration Diversity for the Olympic Games, Tokyo 2020, and we do have some Olympic panel of experts up here, so we will definitely spend some time talking about the games that are coming from. so first. I'm gonna ask each of you to introduce you a title. I'm gonna ask you to drive a little bit deeper into what you do in your everyday job and also if you could answer the question. What is the biggest technology innovation in sports in the last five years? so we will start here. George. So keep picking Officer NBC Sports Group Digital. So my. Team is responsible for all digital platforms. That's anything from some football this weekend, obviously the Olympics we also manage other properties in NBC suffering news with debates coming up this year's election year as well. we're gonna talk about quite a bit but again, it's all I've been talking to you think about that for NBC Sports Group That's gross. So when we talk about what is the greatest innovation that we've been seeing the growth of screaming and digital. So when we look at how people consuming the platforms that they're consuming on how we consume is not just delivery, but it's now worth boxes iPhones it's. My turn so I work for a company called You Saw which is a fancy acronym for the United States, Olympic comparable properties or which essentially is the sales and marketing arm for Team USA USO, PC and La 20 eight. if you guys don't know and I hope you all do the United States is gonna host the games and groundbreakings for the first time this summer one in 30 years and it's gonna be in Los Angeles overtime is hosted the games and my job is really to understand that. Landscape You know who are the partnership partners and the industries that we are gonna partner with toward those games in La which ones are gonna drive the Olympic movement further than I've ever been pushed before and which ones are gonna actually help our athletes of the most and so my job is to try to figure out who those companies are and what programs were gonna put together to help push the country forward pushing forward and make La the greatest games in the scenes ever put on the. Technology innovation I This was a hard question setting. I hated you for asking this but I'm gonna pick two both have been kind of prevalent in the last in the last five years, but one is impacting us a lot today. thank you watch NFL playoffs This last weekend you saw it comes to life again. That's just in broadcast enhancements which you know very well. in the proliferation of like you know you went from the first down marker to goal on technology. that's in football. It's in soccer and tennis. We just see the way you add to that. In such a different way, the other one which also you know being invention but will impact us immensely in the future is gonna be the art and so like you don't have to be a patient. In your House as if you think that's gonna impact the future, hi Leg and Nash from Mississippi Gaming Group. We're a company that owns teams in various franchises. We have a team in the League of Legends called Misfits in Europe. We now have two teams and Activision Blizzards franchises one in the Overwatch and wine soon to be launching at the end of this month and call of duty. my team is response. For bringing bath brand partnerships to partner with our various teams across the portfolio of assets, I would say this one 's easy for me streaming is the heart of the ecosystem and he sports it has been for the past few Alright, absolutely so streaming lots of opportunities. as we think about partnership, you know huge amounts of impact on the way that sports are consuming, sports content or consume. But interestingly, you know I was gonna put a different lens on it when you look at reports women sports content in the United States only actually receives about four percent of sports media coverage so from where all of us said, How can we do a better job to China like and get more eyes on women's sports content, and maybe technology has a role in that? I'll ask you for sharing well you're coming. One of the biggest in the United States with Women's World Cup, which we managed for something we're really proud of and I think you have this 40 - 940 - nine percent women participation in 2020, which is incredible. so this will be my seventh Olympics at NBC. you'll be able to be in the United States to see growth in sports and consumption, and I look at how my nieces glue to the television I think it's just so exciting. Yeah, I think it's an. it's an interesting place that we're in right now, you know ratings drive. You know the. You guys to see on television and so from a TV perspective, I think we still need to have people that are in a position that he wants to make decisions like that on what is what has shown and that will change them change because of what it said right as women's sports are are more successful. As these stories come to life. you know those rains will increase people will wash war and that will you know like he gets like so we'll see more of it right now, you know you still need. People that are influential to make those types of decisions in addition to that, though it is gonna be things like the story lines you show that will impact impact College. women sports are shown formats by which they're showing what platforms or if you make it more accessible, you know more women will watch where people will watch and more women sports will be shown. Yeah. I think the East Sports industry is is really interesting in this perspective because men and women can play side by side and we're starting to see. Of more women's teams I think you guys may have seen the news bubble sponsors new team that's all women but I think in the East Sports world, it's gonna take the leagues and the teams to really put behind bringing in women influencers and giving these women a stage to kinda create their own audience in the East sports landscape because there is still a very male driven industry, but I think you're seeing a break in it and I think it's it's coming from the leagues and the ability to be able to play side by side since. Have now started talking about the Olympic Games. I'm gonna ask a couple of questions about the Olympics so as we just said you know the Tokyo 2020 Olympics will be the most gender balanced games ever in the history of the Olympic Games with 40 - nine percent female participation, which is extraordinary. you know what can we learn when we think about the Olympics you know because they're also the highest rated most watched sports and cultural entertainment property worldwide. So what can we learn when we think about those types of numbers and how successful they've been driving, gender equality and visibility of what what do you think What can we take away? Is we think about other properties? first? Yeah, I think you know this. The Olympics is one of those things that is based on National pride first and so when people watch and they follow him, they consume it is more about. I am passionate about our country and how well they do in the story line behind that and that kinda brings people together. so everyone kinda galvanizes. We kinda he got big broad push so that's the first thing with that. They own business to compete because of that. Sports property I think on top of that there are programs that properties like like the US, OPC or the Canadian Olympic Committee or others that and and brands that sponsor put together that just help drive that story. and so you know the pretty put program together. a few years ago called the podium that really pushed female athletes in that country to train a higher level and focus on sport performance title nine. Obviously, for us did the same thing brands like. You know putting together a campaign that feature women that also drives story lines right so I think there's a lot that we can do you know the Olympics sits on its own from a National private. It's hard to compete with that, but there are things that properties and can do to put together programs that really encourage more diverse participation occasion. It's great. thanks so much. Yeah. I think I think what she said is actually right exactly right. You know making brands participate in programs that support women. there's a creative ways that in a way innovative ways to do it especially eastwards, you know we get a lot of brands coming to us that want to do something on New Orleans International Day and we have we make it big and so you know one of the things that my team is doing is we're getting creative with the assets and how do we tell a story that elevates and really brings women to the forefront of sports community. that's great and. Obviously, you know NBC Olympics has an amazing job every year I challenge you know the stories behind all the athletes and you've already mentioned you know someone vials. I mean looking at you know the US team and Tokyo 2020. We got some huge female star power snowmobiles Katie Ledecky tell us you know how do you see that playing out for the content perspective and how excited are you guys to be talking about those story lines for us when we look at the Olympics and what ABC is known for is the story launch. It's a story behind the athletes. so when we look at. Diving gymnastics volleyball There are so many great examples of the stories behind the athletes, men's and women's, but I think we're starting to see both participation, not just that, but the other source. it's a passionate audience. So we're gonna talk about ratings are kind of driving a little bit of where the audience is going as a producer of content. We're ultimately responsible for making sure that that story is brought forward in the right way so that it's consumable watching all the great content is very unique because we're telling the story. Athletes and not just here's an event so it doesn't necessarily gymnastics, but it could be offensive or could be some other sword. maybe less or no that ultimately has, I think it really restores United, bringing forward to really excited about it well and it also helps promote you know more accessibility and more viewership and more eyes to sports that are you know often times maybe under represented in sort of broad stream media. It's absolutely true and a lot of these sports. when you start to look at things like dancing and tight Londo things that you don't necessarily think. Maybe not every once every four years, but it's a story line. That was a really famous one back in the winter wasn't specifically but cross country skiing in junction, where the US had wanted the first time in forever with the excitement of the viral moment around that that actually made that what was that we probably all come necessarily watch much made it a really special moment. I think that's we're bringing forward for all of our point. I think Hurley was definitely early updates. As a thing, no, I I also think you know there's there's something to be said about also living in a time where the athletes themselves are are more comfortable talking about themselves and the days that they care about and that there's good now sitting on the property or on broadcast there's good and bad like you have to have to be careful as we go down that path, but you know it is happening if we don't allow for them to have their voice and speak about the things they care about. I'm not gonna feel well and our ice is gonna be engage us. That's what our items wants to hear. So we're just in that time where you know the the consumer wants the behind-the-scenes where they wanna hear things that are different and the athletes willing to speak about that. and you know the Olympics gives us a really great place to talk about another thing. The Olympic Games also known for is you know, introducing the new technology new products you know really has become a a showcase in an innovation Center for partners and branch or partners of the Olympic Games. As you think about Tokyo 2020 announcements that have already been made or what we can expect to see from a technology standpoint, you know what are some of our predictions or thoughts because you know To. The other thing, in addition to be very gender balance is said to be the most technologically innovative games ever, and that is how it is being positioned. So we don't have to comment on that air feel like I'm cheating because it's only. Predicting one of them, I think it's really fascinating, which is the art technology and how they take hold in the market even when I don't look at Olympic event, but I look at probably open and her team at the Olympics and opening ceremonies. That's something that I bet you a few times in my life. but if you they're visually the experience that he does not everyone gets that in Tokyo, but he experienced that virtual reality isn't it. In certain stores, I mean, this is a really really gonna be able to deliver that sports and that is one of the game changers. You know how the layout from a tech person more pay technologies that we talked about how do we get better quality video iron entrance to that video? How do I make it look more? How do I make sure that the person who's consuming? it is just seeing the best broadcast, but the highest broadcast that's really well. Yeah. I think it's really interesting. Obviously not everybody is able to travel to the games or attend the games and so technology you know is really able to drive different viewing experiences and transport people from wherever they are watching the games to you know to wherever the games are being. This season took you and for commercial reality standpoint, you know intellectually NBC capture 30 events in virtual reality and in and you know really enable people to like sit there you know on the slope and actually see the athletes go by virtual reality As an amazing experience, you can't actually be at the games to to view it see I mean I feel like I should throw this question back to you but but you know I think you guys nailed it from a broadcast perspective that the technology advancements that most of us will experience in terms of watching will be on broadcast. you know through what NBC. Doing other how it's all integrated the different products into that broadcast on site, I mean there's been things that I've read that. I'm really trying to just intrigued by like the robots when you get to the airport and see what those are all about. That's gonna be kinda interesting. there's a lot of things from a back and operational perspective that are that are gonna be really helpful that you have a facial recognition and security elements that will help all of those technological advance ambassadors. That means we don't get to see. but we're really impact how. The weather or things that I look at as we kinda look at LAX figure out how to make you know Los Angeles and people who live there like a seamless experience doesn't seem impossible, but we'll have to figure out so yeah, I think you know there's so many different opportunities when you think about technology and they gained you know an athlete performance or the way that fans are experiencing the games. If you're actually on, you know on premises and actually watching the games how the games are delivered, you know working with broadcasters, you have to deliver the content of fans around the world. how the games themselves operationally are builds the info. Behind it, technology is a huge opportunity to play a role to play you know as we think about the games and also replicating the games you know year after after year. you know switching gears a little bit to talk about you know sports So East boards is like the fastest growing you know platform and everyone is interested in game get in an eastward. you have a lot of the season investing you know, obviously a lot of the viewership online and PC Gamers. Can you talk us to tell us a little bit from where you sit as we talk about the Olympic game. A little bit about eastwards and what are some of the opportunities as you think about this growing franchise and then what are some of the obstacles as well? Yeah, so the the viewership pieces really interesting. I mean it's projected that in 2020, - one East boards will have a larger view audience and alteration sports except the NFL, and I think the NFL is probably 510 years away in terms of being unequal playing field, But we're getting there. the the piece about investment is is also really interesting. We're seeing a lot of traditional Investing East Fourth teams, for example, Miss Smith Group two of our biggest investors in the Miami Heat in Orlando Magic primarily for the two K League and had a partnering together on making a brand partnerships in other ways to kinda each other's businesses. But I think the the E sports ecosystem and you kinda mentioned the beginning. It's like the shiny toy that everyone wants a piece of but don't really understand how to fit in but I think as it comes more to the stage and more people are aware of it and you know it's becoming. Of a platform bread winters, too, I mean one of the biggest pieces that we're doing as a company is obviously finding the best players in the world, but also the best influencers to bring more of a unique dynamic audience. one of the biggest things like our company is we want to embrace everyone and everyone has their own authentic self. so making sure that we have talent players that kind of hit every level of audience and different perspectives really important to us and I think as the industry grows, that's a huge piece of. Looking at because it is this really young generation but a very diverse group of people and I think that's really what's making industry so interesting to a lot of investors and the traditional sports teams are also looking at it because it's it's the growing up all over the US means popping up in every state and so it makes sense for these teams to be a part of it to kinda capture that DMA like for us like I said the heat and the magic were we basically have a whole Florida DMA. It allows that to kinda catch up with HTK, you mentioned a bunch of team jumping in the car. You know a lot lots of different properties now you know NBC obviously also you know investing in East Broccoli guys announced in 2017. How does a little bit about how you think about sports content perspective as from an NBC Popcorn, The Rocket League woman really phenomenal example, because we got that should tap into a regional sports network so Brown ABC perspective regional sports networks across the country. Starting now, bringing in traditional sports and normally distribute on Twitch and bring it back to the broadcast room and now made it a National event. They did really well something that we're gonna continue experimentally but then again following up regional sporting events throughout the country into a National level on NBC Sports number and then time that that game of money as well. so the emerging I think a little bit of what has been. Additionally the shooting on broadcast television. It's something that we're incredibly. And something I think you know everyone's looking at you. I'm talking about sports and you mentioned everyone's trying to figure out you know how to jump into the space and I could have leads us to this conversation about partnerships and sports, which are you know It's really an important topic and that you know I'm gonna look at here because you're your role is really partnership development and innovation, but you're looking at about that. Is you know eight years out from La 2020 - eight. So how do you you know? go about picking partnerships that are so many to be relevant and so gonna add value. How do you think Partner landscape now in plan for that now, yeah, I don't know I mean. Everybody is definitely why I'm sitting in the chair that I'm sitting in today and it's something that I spend every single day thinking about and and I'll rip on a couple of things right at eight years. The audience for the Olympic Games in La is going to be my nine -year-old son and and how he consumes those games and what he cares about. I have no I'm scared. I have no idea and so you know that's one angle on my thinking about what is the fan going to Who is it? the fact that what is it that they that Want to watch and how are they gonna watch it and and the pace at which technology is changing to suit that band. I don't know what's gonna happen next year versus what you know what's gonna happen in 458 years. So that's kind of you know Angle number one that we think about angle number two is is the partnership landscape and you know I sit there talking to prospects right now and potential partners and you know you you you talk about a category that you think is like a standard standard sponsorship category that will never change you know for years and years. And in eight years, you know you have cars that could be flying cars. that could be something that you know it just the sponsorship landscape and the cat like the way that we think about sponsor category there's going to change in weather categories even exist in eight years like that is something that I'm contemplating right now. Instead of you know you're installs a great example of this right as as we see the shift of our traditional partners that have been you know high. To be to be more tech partners, you know where is the role of exclusivity doesn't even exist As most of these technology partners. I don't work together or their technologies overlap. You know how do you actually call about that space? and so I have not answered that question, which is good cuz that means they still have a job until I answer and had a job but that those are the things that we're talking about right now is like how do you try to solve for that problem today so that partners being like they they will be able to engage with an audience and you will help them engage with that audience and they have something exclusive that they can talk about. Well, unfortunately, I think we could talk about this stuff all day long, but we are actually out of time. so I would like to just have a couple of key takeaways here before we before we leave and we thank our panelists so first of all you know, technology plays a huge role in the way that we consume, sports and sports content. You know it's driving better access and better visibility, especially underrepresented, sports and women's content. Certainly there's room for improvement and hopefully technology continues to play a role in making that more White spread eastwards growing franchise. Everyone's jumping in but still trying to figure out you know how do you actually get into the industry? Who's you know who's doing what and what is your role and the Olympic Games for 2020. We are all really excited about it. You know, gear up and get ready to see lots of technologies and amazing sports play as always and some compelling stories including a lot of our female stars from China USA 2020. Thank you so much for joining our panel and thank you to our panelists.











