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Building a Fanbase in the Digital Age As Juventus FC’s Chief Marketing Officer, Mike Armstrong outlined that a key focus is growing the club’s global supporter base. With over 400 million fans internationally, football clubs require sophisticated digital marketing practices. “The goals are twofold - help build the audience base on the B2C side; and on the B2B side, attract partners and sponsors,” Armstrong explained. He emphasized that today’s supporters demand rich entertainment and storytelling. This leads into how clubs must cater to modern fan consumption habits. Leveraging Influencers for Authentic Content A prime example is Juventus’ new “Creator Lab” which leverages influencers and digital-first creators for content production. “We’ve had luck in hiring social media influencers and fans to then operate channels and content,” Armstrong stated. He highlighted that this content better resonates with target audiences rather than traditional top-down club messaging. Along with influencer marketing, Armstrong revealed that Juventus pursues more human-interest stories over player-focused content for documentaries and long-form programming – achieving stellar success recently with a Prime Video launch. Transitioning from Brand Exposure to Creative Storytelling On the sponsor side, Armstrong stressed that brands now expect far more than logo presence from partnerships. “Sports properties need to act more like agencies servicing sponsors and less like an IP provider,” he asserted. This indicates the shifting landscape – clubs must move from merely providing reach to crafting compelling campaigns that align with partners’ brand objectives. With almost a decade of well-rounded industry experience, Armstrong clearly grasps the mounting commercial pressures clubs now face. Fostering an Open Sharing Culture In closing, Armstrong emphasized that rather than a fragmented competitiveness, football clubs collaborating more openly is mutually beneficial in this congested landscape. “The more we share, the more all of us get better,” he said. This mindset likely stems from Armstrong’s “naive, utopian North American view” as he playfully self-described. Either way, in the cut-throat world of European football, Armstrong brings a pragmatic yet refreshing approach in strengthening engagement for fans and sponsors alike.

🤖 At AI Heroes, an event organized by Synesthesia in my own city Torino, I talked to the CEO Riccardo Recalchi 🤖 Bringing Together AI Innovation and Industry in Torino Founder and CEO Riccardo Recalchi explained that they created AI Heroes to continue Torino's legacy of innovation by bringing together the local AI research community and industry. As an AI solutions provider grounded in academic research ourselves, we understand the importance of technology transfer between academia and real-world business applications. AI Heroes aims to accelerate this process right here in Torino. 🤖 Why Torino? As Recalchi discussed, Torino has a rich history of cinema, culture and manufacturing. By combining world-class research institutes like the Italian Institute of Technology (IIT) and its applied AI lab (IAI), with the diverse industrial base of companies both large and small, it is the perfect breeding ground for AI adoption. However, researchers creating cutting-edge AI prototypes often lack critical insights into productization. Meanwhile, business leaders hear buzzwords about AI without grounded evidence on achieving real ROI. AI Heroes bridges this gap. 🤖 Fostering Collaboration for AI Innovation Through conferences, workshops, networking events and open dialogues, AI Heroes connects academics and industry around practical AI applications. Researchers can get critical user feedback to focus their efforts while businesses better understand AI possibilities relevant to their unique operations. As Recalchi eloquently said, "by combining computer science, IT, management and business expertise, we can deliver bespoke AI solutions tailored for companies' individual challenges." The first AI Heroes event clearly displayed the energy around elevating Torino as a global AI innovation hub. From the full-capacity audience to thought-provoking presentations, you could feel the collaborative spirit. 🤖 My key takeaway - with multidisciplinary coalitions like AI Heroes to support technology transfer, Torino's future as Italy's AI powerhouse burns brightly. By leveraging academic brilliance and application focus, they aim to bring experimental research out of the lab into the real business world.

🤖 At AI Heroes, an event organized by Synesthesia in my own city Torino, I talked to Leonardo Chiariglione father of MP3 and MPEG MPAI Launches New AI Standardization Effort At the recent AI Heroes event in Torino, Italy, Leonardo Chiariglione, renowned as the "father of MP3", discussed his latest endeavor - establishing standards for artificial intelligence (AI) to enable mass production of AI-powered applications. Chiariglione spearheaded the creation of the widely adopted MPEG (Moving Picture Experts Group) standards including the MP3 audio format. Now, after closing down MPEG in 2020, marking the end of an era, Chiariglione has launched a new group called Mpai (Moving Picture, Audio and Data Coding by Artificial Intelligence). The goal of Mpai echoes Chiariglione's pioneering work in media coding standards - to set common standards to help create a global market. As Chiariglione stated: "Eventually you get to something that is approved by the group...and now we have nine standards that have been published. Five of them have been adopted without modification by IEEE." Mpai aims to standardize the interfaces and workflows of AI systems to promote transparency, trust and interoperability. In Chiariglione's words: "You use [an AI application], you're appraised of it, but you don't know how it works...So, if I am using an autonomous car, and that autonomous car uses some AI inside, if there's an accident, who's the fault?" The Mpai standards provide a framework to break down monolithic AI models into modular components with defined inputs and outputs. As Chiariglione explained: "The eventual goal is if I define and I standardize the input and output data and the function, then it is possible for someone who is very experience in that particular processing to provide an AI modules that can be plugged in in somebody else's workflow." This modular approach opens the door for developers to easily "download a module and...create the application yourself", according to Chiariglione. Mpai also establishes conformance testing to validate implementations meet the standards. Over three decades since pioneering MP3 and MPEG, the father of digital media coding continues to shape the future - this time for AI. Chiariglione's enduring vision to facilitate creation through standardization looks set to unleash yet another wave of innovation.

🤖 As artificial intelligence advances rapidly, universities must evolve to equip students with the interdisciplinary knowledge and critical thinking skills to succeed, explained Guido Saracco, rector of Polytechnic University of Turin, Italy’s first technical university established in 1859. Saracco highlighted the profound impacts AI can have across industries. “With generative AI, this is going to be even more impacting and it’s going to change a lot of jobs, even in a very fast way. It’s going to substitute humans also at the white collarist level,” he said. To address this, Saracco is focused on "updating professors" through new training programs on AI developments like ChatGPT, so they can better educate students. "If we have not professors well trained on Chat, GPT and generative AI and the impact on their specialization, then it's not going to work." Beyond technical knowledge, Saracco emphasized nurturing well-rounded engineers and critical thinkers who understand the societal impacts of technologies. "The new engineer should understand the social problems he is going to solve with technologies and should also understand how technologies are going to change society - should be ethical and responsible," he said. Accordingly, the university has expanded collaboration between technical and humanities faculties. "We increased very much the presence of human and social scientists in our portfolio of professors because the new engineer should understand the social problems he is going to solve with technologies," Saracco explained. With AI poised to drive economic growth in Turin across manufacturing, mobility and aerospace, Saracco welcomed the Italian government’s plans to establish a national AI research center there. “I think it's going to be the burst for this area of Italy,” he said. Ultimately, Saracco believes melding technical excellence with humanistic perspectives is key for training modern engineers. "Technology should be driven by humans towards social good. And this need to know what is social good, what are the right things for society. And the new engineers coming out from Polytechnic known perfectly."

The stunning rise and fall of companies like OpenAI reveal what happens when governance fails to keep up with exponential growth, says Professor Davide Sola, an expert on scaling tech companies. ⬆ Sola points to OpenAI as a prime example. Just 18 months ago it was a small research project. Today, after unlocking ways to commercialize powerful AI, it has over 700 employees and has attracted over $1 billion in revenue. “But was the infrastructure, including the governance, built 18 months ago ready to be scaled at the same speed?” asks Sola. Clearly the answer was no. 👶 What typically happens with hyper-growth startups, explains Sola, is “the governance was still structured on the top with a research type model, not prepared for commercialization and billion-dollar investments.” The board was initially put together for a non-profit research organization, not a booming tech company. 🚤 When growth hits warp speed, upgrading governance is urgent but often put on the backburner. “As the speed picks up and the progress of the company accelerates, that’s one of the least priorities,” says Sola. Founders and investors alike tend to stick with what they know to avoid diluting control. But this failure to adapt and bring in more outside expertise leaves the company vulnerable, no matter how brilliant the founders. 🎯 Key Recommendations for Good Governance Sola lays out three main areas startups must scale up together with some urgency to avoid governance crisis: 👩‍⚕️ Human capital – Expand and diversify boards and management teams to match the size and complexity of the growing organization. 🏛 Legal oversight – Continually update corporate bylaws, legal oversight mechanisms and organizational structures to provide appropriate checks and balances. 👀 Oversight processes – Institute robust governance processes that empower the board to guide and restrain management as needed through exponential growth. 🇩🇪 Sola emphasizes that the smartest founders recognize their limitations in governing billion-dollar organizations requiring vast areas of specialized expertise. “It takes much longer and you tend to see much less big scandal” in countries like Germany where two-tier boards provide more oversight, notes Sola. 😎 “Really it was a very adult behavior of a very senior manager,” says Sola of Microsoft CEO Satya Nadella’s handling of the OpenAI controversy. The lesson is that with exponential growth, even the most brilliant founders and funders need to scale up governance just as urgently as the organization, or risk seeing their creation fall as fast as it rose.

I recently interviewed streaming industry expert Dan Rayburn to get his candid perspectives on the state of the market. From economic headwinds to overhyped capabilities, Rayburn shared insightful and unvarnished takes. Here are the key themes that emerged and why they matter: Momentary Gains Belie Structural Challenges Amid the hype around streaming wars, Rayburn urges focusing on long-term sustainability over quarterly fluctuations: “We’re playing chess, not checkers, and we care about what happens to this industry over a long period. And you can’t really look at what happens in one quarter.” He notes streaming platforms like Disney are cutting costs drastically while hiking prices – unsustainable measures. Until core operations become profitable, short-term gains mean little. Vendors Lack Capital to Invest and Grow Streaming ecosystem depends heavily on technology/service vendors. But vendors now struggle to access capital, impacting innovation. As Rayburn explains: “Vendors going forward are going to have quite a few problems in terms of getting money. And if you don't have money, how do you invest in your business?" With interest rates spiking and economic uncertainty lingering, streaming innovation could slow across domains like cloud, AI/ML, personalized UX, targeted advertising etc. Education Gaps Across Streaming Value Chain Rayburn is “amazed at the questions the board members ask because of how basic they are”, highlighting knowledge gaps even at senior levels. Such gaps propagate flawed assumptions and decisions across the streaming value chain. More immersive education is imperative – perhaps integrating research publications, case studies, interviews and workshops. Education uplifts strategy. AI Potential Overstated, Adoption Underwhelming Despite ubiquitious AI/ML hype in streaming, Rayburn notes actual adoption remains minimal. He advocates demonstrating real-life AI implementation versus hypothetical capabilities: “Blockchain enabled encoding at the edge. This is nonsense.” With growing economic pressures, AI and advanced analytics seem crucial to recapturing value – via optimization, personalization, monetization. The gap between hype and viable use cases must close. Architecture Overhaul Needed to Actualize Personalization Personalization is vital for driving engagement and loyalty. Yet attempts thus far underwhelm: “There’s almost no personalization in our industry whatsoever. I’m going to just say, that’s absolute garbage. I keep getting recommended stuff for children’s cartoons. I don’t have any kids.” The data, infrastructure and intelligence for true personalization requires a architecture overhaul. Without it, retention and revenue suffer. Latency Overemphasized as Concern by Vendors Rayburn argues latency is overstated as an industry issue, mainly by vendors: "But think of who's pushing latency in the market. Vendors. And why are vendors pushing latency? Because they've raised money based on this idea that we're going to solve a problem of low or ultra low latency." While crucial in areas like sports betting, overall latency impacts remain unclear. Resources should target more validated consumer pain points. In summary, streaming’s value proposition, architecture, processes and knowledge base necessitate reimagination. Quick fixes only defer the underlying work required. My discussion with Rayburn underscored streaming still being fundamentally defined.

The Nitto ATP Finals is one of the biggest events on the tennis calendar, bringing together the top 8 singles players and doubles teams to compete for the coveted year-end title. Behind the scenes, it takes months of preparation and hundreds of people to pull off this world-class tournament in Turin, Italy. I spoke with Matteo Gambuto, the Venue Director for FITP, the organization responsible for setting up and running the ATP Finals. He gave insight into the massive undertaking of transforming Turin's Pala Alpitour arena and building an entire village to host this event each November. "We are delivering all the setup, the venue setup means to transform the daily life of this venue into a venue to host the Nitto ATP Finals every year," Gambuto explained. FITP takes over the 15,000 seat arena 4 weeks before and spends 2 weeks afterward dismantling their builds. The load-in involves 700 construction crew members and suppliers working round the clock. The scope of their responsibilities includes building the 8,000 square meter village outside the stadium for fans, configuring the TV broadcast compound, and providing infrastructure for ATP's technology and media partners. "It's a super complex," Gambuto noted, with stakeholders ranging from sponsors to the city tourism board. For Gambuto personally, preparations consume 9 months of his annual schedule. "This was for the first edition. For the second edition, again was almost 100% of my time I have spent for that event," he remarked. He oversees a core team of 3 in Turin year-round, plus event staff numbering 60. Their attention to detail has paid off, as Gambuto shared proudly: "Everybody really loves the finals here in Torino. And it seems that tennis audience, fans and ATP loves Torino for now." The city has enthusiastically embraced the tournament, with surrounding events like the Fan Village and sponsor activations bringing added energy. The massive undertaking requires intensive planning and coordination, but Gambuto relayed the satisfaction of seeing it come together. "It takes one year, every year, every edition, in order to make happen the event," he said. From empty warehouses to a bustling tennis spectacle in just weeks, Gambuto and his team have built an impressive operation. Their seamless execution allows fans to simply enjoy the world-class tennis.

Bringing the Excitement and Energy of Live Tennis to Fans Worldwide Introduction: I recently had the opportunity to speak with Chris Cicirello, who has worked at Wasserman Experience for 10 years bringing dynamic live experiences to tennis fans at the ATP Finals. Wasserman Experience has collaborated with the ATP since 2007 to amplify the action on the court through immersive entertainment and technology. The Goal: As Cicirello explained, "This aims to really complement it with the energy and the music and bringing all of the emotion to the top." The aim is to "turbocharge" the tennis and bring the amazing action on the court to life for fans at the venue and watching worldwide. Year-Round Planning: Cicirello revealed that planning for each ATP Finals begins in January or February. The creative team brings new ideas and proposals to the ATP and Italian Tennis Federation. Over months, they hone in on the focus and produce the event. "There's always lots new," Cicirello said. Close Collaboration with ATP Media: A key to success is the close collaboration between Wasserman's production team and ATP Media's broadcast group. Cicirello explained how they are "already talking about the kind of things they want to do" and "collaborating really closely." This integration of the live experience and broadcast amplifies the impact. Lighting and Audio Immersion: From intricate lighting schemes to surround sound, Wasserman aims to captivate fans. As Cicirello put it, "We're able to bring audio and music and the passion that different moments evoke into the arena for the public to experience immediately." State-of-the-art audio is key to the emotion. Engaging the Crowd: From an MC narrating the action to creative introductions of players and celebrities, Wasserman keeps the crowd engaged. Cicirello highlighted the pre-match show incorporating a ballerina, violinists and an actor that gets fans excited. Custom Content Library: A key production role is the screen director controlling animated content across screens. According to Cicirello, there are "more than 1200 pieces of animated content" tailored to matches that can be quickly called up. The content matches the flow on court. Behind the Scenes: The regia or control room coordinates everything from lighting and screens to audio and cameras. Cicirello described the front-of-house team communicating in real time with the regia to call up highlights and adapt to the drama on court. Elevating the DJ: Another way Wasserman amplifies the energy in the stadium is an elevated DJ booth highlighting a live performer. As Cicirello put it, "He becomes part of the show." The DJ reacts to the crowd and matches. In Conclusion: Through its collabortion with ATP Media and innovative production, Wasserman Experience takes the amazing play at the ATP Finals to the next level. As Cicirello summarized, "We're both working together, creating the best possible product that we can." The result is an electrifying experience for fans whether they are cheering in the arena or watching the broadcast at home.

Here are some of the key takeaways from the interview with Adam Hogg: The ATP Finals is the ATP Tour's marquee event that they fully own and control. It serves as a "shop window" to showcase innovations in tennis and sports entertainment. The goal is constant improvement through embracing new technology, attracting more fans, and boosting engagement each year. Major additions this year include new camera angles and expanded fan experiences. Strong coordination with the city of Turin fully integrates the tournament through branding, cultural events, and economic impact. The city has fully embraced hosting the event. Enhancing the player experience is a top priority, treating the athletes like superstars and providing a memorable week for them and their families. Adaptability is critical when the unexpected happens, like a player retirement. The tournament director has to smoothly pivot the plans. Long-term goals are elevating the event's prestige and making it unmissable for live attendees. Short-term goals include incorporating new innovations and creating an electric atmosphere. Success comes from fresh thinking, using the latest technology, and providing a top-notch event experience that leaves fans eager to return year after year.

Here are some key takeaways from the interview with Mark Epps: The ATP Tour launched an official poster NFT for the 2022 ATP Finals to bring web3 to a wider tennis audience. Fans can purchase a physical and digital version. A key focus was making the web3 experience accessible for mainstream fans. The poster costs $50, checkout is easy, and no crypto expertise is required. For the ATP, the biggest potential of web3 is building deeper fan loyalty and engagement. They envision an on-chain platform to track all fan interactions with tennis. The poster project helps drive the user scale needed to onboard more tennis fans into web3. It's the first step in a broader web3 strategy. The featured artist was chosen for both his artistic talent and authentic passion for tennis. His player portrait NFTs will be auctioned for charity. Proof of attendance has potential for the ATP to better understand fan behavior at live events. They see wider applications in tracking digital fan interactions. The long-term vision is utilizing web3 technology to create stronger connections with global tennis fans across both physical and digital environments.