A guy with a scarf

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.