Professional sports are one of the newest, most successful examples of how the digital landscape has once again used innovation to disrupt the game—the game this time being basketball. From engaging fans through social media to tech execs migrating to the pro-sports arena (pun intended), technology has altered how we watch, learn, and interact with our favorite teams and players in the NBA.
Melissa Brenner, Senior Vice President of Digital Media for the NBA, and Chris Kelly, owner of the Sacramento Kings were the guests for this Dot Complicated tech/sports crossover episode. Check out their musings on the intersection between technology and pro sports.
On pushing the NBA to take risks: “When management pushes to try new things and is fearless in delivering the best product possible to fans, it makes your job a lot easier.”
On choosing which social media companies to work with: “We try to be democratic. You never know if the next idea is going to come from two college kids or from a Facebook exec.”
“What’s most important is how can it make a fan’s experience to enjoy and an NBA game better.”
On analytics apps in the NBA: “Anything that can help us understand our fans better is something we want to explore.”
On tech codes of conduct: “We have a policy that 45 minutes before tip up to the start of media availability is blacked out. It’s about the game and the NBA represents the highest level of competition in basketball.”
On who are the best NBA role models for brand identity: “Lebron James is the most followed on Twitter, Facebook and Instagram. The players that do it best talk about the game and how hard they train but also talk about their family.”
“When Shaquille O’Neal retired he didn’t call a press conference, he announced it on Twitter.”
On fan suggestion helped a new development: ‘We had tune-in information an hour or two before tip but a survey showed an overwhelming number of fans wanted to know what was on tap much earlier in the day. It gives them something to look forward to with the game.”
On brand loyalty: “A survey asked if every player on your team was traded would you still care about your team? 90% said yes. Team loyalty runs deep.”
On dealing with haters: “Whether they’re talking about you in positive or negative light, you can’t buy that sort of press. It’s organic. You have to have sports-selective listening. The sports community self-polices each other.”
On how to get more women in leadership roles in sports: “Mentoring young women. I get a lot of pride seeing a lot of women I’ve nurtured succeed.”
On apps Melissa can’t live without: “NBA Game Time, Waze, and Heads Up! For when my kids are at a restaurant and they’re going crazy.”
On what’s next from the NBA : “We at the League are focused to not only be the sport of the present but also the sport of the future.”
Follow Melissa Brenner on Twitter @mbrenner or @NBA
Before becoming an owner of the Sacramento Kings, Chris Kelly served as the first Chief Privacy Officer, General Counsel, and Head of Global Public Policy at Facebook. He was also involved with the San Francisco 49ers.
On how tech will better the sport fan’s experience: “Our group comes almost entirely out of the tech industry. We want to make sure people are completely comfortable sharing and learning on their devices from all different angles.”
On integrating technology in new arenas: “We have an experience center set up already that gives some clues [for the new Kings’ arena slated for 2016] like wireless power-charging stations since the battery life thing is still an open challenge.”
“Thousands of wireless stations were built to avoid any bottlenecks. It’s constantly a frustration.”
On sports teams having tech know-how: “Fans are demanding deeper connectivity with their teams. If they’re giving their loyalty, they want more information. All media companies are becoming technology companies.”
“Then you have people from sports like Shaq migrating into tech. It’s a natural thing.”
On watching On-Demand sports : “It makes sports operate at a premium for watching live.”
“The spoiler factor in sports is especially large.”
On owning a sports team: “It’s something you get involved in because you love the sport and the understanding of what the team means to a community. You have to be ready to compete and to win. Our ultimate goal is to win a championship.”
On going global: “We’re going to go play in China against the Brooklyn Nets. We hope to be more involved in India and become the second-most important sport in behind cricket.”
On the pros and cons of players using social media: “I’m thrilled that the players are aggressive users of social media. It makes them very real and connected to the fan base. But there’s an accountability that goes with social media that has its challenges. If people go on unhealthy rants, there will be a discussion. Social media offers more opportunity for people to stick their foot in their mouth.”
On evaluating potential investors: “Does it enhance the fan experience? Does it deliver something people should be asking for? We try to envision what an arena or fan of the future would look like. Like a geo-based app that tells people what network they can watch the game they’re looking for based on where they are geographically. Where can I get to a sports bar in this town and what channel is this on.”
On the apps he can’t live without: “Facebook and Twitter are used quite aggressively on my phones as well as Fetch it.”
The app he deleted: “Secret. It got really mean.”
Follow Chris Kelly @ThatChrisKelly
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