SEAT Global Magazine - Exclusive Interviews of Global Sport Executive Issue 09 March/April 2018 | Page 67

How we do it, we focus in particular on four key areas. We've got an analytics division that is rooted in I think the behavior that your online behavior knows you better than you know yourself. We have teams and leagues that use our analytic services for anything from deciding who to prospect for sponsors based on qualified data, where to bring an event to, to what are untapped audiences for ticket sales.

Then our digital media team makes all those of those data points actionable through our own digital media campaigns and strategies to be able to bring that to life. That's been a great joy of two of those core competencies.

You go back to the early days of my career of helping people now understand how they can communicate to audiences anywhere at anytime on any device, and we've got clients in the NBA, NFL, NCAA, all over North America and beyond, that are always looking for creative ways to just grow their revenues. It's really been a powerful journey and I think it's only beginning.

Then our innovation team is really the team that I kind of grew up on and we live really at the intersection of helping teams I think understand what thinking outside the box and a process for it.

So whether it was the Chicago Cubs and helping them better understand how to activate their partnerships in a place like Wrigley Field, where there's not a lot of physical assets, or the Cleveland Cavaliers to help them think more globally and how do you secure sponsors for a team that plays in Cleveland, Ohio from companies and brands all over the world that don't even sell their products in the US, that's what that team is really obsessed with.

Exactly! You read my mind! we've got a fantastic partnership sales team that really brings that all together and actually would sell those assets on behalf. We really love our position in the industry. I think what we've learned is when teams and leagues use all four of those capabilities together, in their words they keep telling us that no one's doing what we're doing, so we like that.

That perfect mix of art and science and results is a wonderful place to be and we keep growing and expanding. Fortunate to, as I said in the beginning, work with great people both internally and externally where it doesn't feel like work.

You also have a partnership sales team correct? This is a key to bringing all of the innovation, data and actionable insights full circle.

DAN MIGALA INTERVIEW

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