00:00:14
Halla ladies and gentlemen were making
00:00:17
very good progress today so this is our
00:00:20
fifth round table of seven this morning
00:00:23
we are packing the content into here the
00:00:27
a probably the main stage okay so we're
00:00:30
gonna move on to our next round table
00:00:32
it's called digital transformation in
00:00:36
sports mr. Roxon ah mrs. Emma la
00:00:38
revolucion digital en el deporte way no
00:00:41
I'm muchas no no's gusta el cambio pero
00:00:45
la รบnica cosa in a girl a del camiรณn as
00:00:48
case inevitably a constant a entonces
00:00:53
and we were the resistor sale Cameo es
00:00:56
mejor tercile o al Provo Carlo nosotros
00:01:01
mismos a digital meant a SOS tower
00:01:04
corriendo puranas america los Deportes e
00:01:07
en efecto football man cami and o e
00:01:10
revolution the same people are often
00:01:14
resistant to change the one thing about
00:01:16
change is that it is one inevitable and
00:01:19
two constant and more important and
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smarter than resisting the change is
00:01:25
adapting to the change or even provoking
00:01:27
it yourself this has been happening
00:01:30
digitally for years those folk know what
00:01:34
they are doing sport and indeed football
00:01:37
are being transformed and disrupted so
00:01:40
this is the subject of this next round
00:01:43
table police and ammo synthesis and west
00:01:45
of bourbon enthis in best I must call
00:01:47
him milk mother oh we're gonna start
00:01:49
introducing now our guests particularly
00:01:51
with our moderator a man who I've worked
00:01:52
with a number of times and he's become a
00:01:55
friend in the industry as well as a
00:01:56
colleague Richard Ayers CEO of seven
00:01:59
leaks and alongside him please welcome
00:02:01
Luis we sent their chief digital
00:02:03
transformation and innovation officer at
00:02:05
FIFA Russell Stopford chief digital
00:02:07
officer at PSG Jenna Pelkey head of
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digital content and engagement at the
00:02:12
International Olympic Committee and the
00:02:14
federal presser co-founder of my Coogee
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please give them all a very warm round
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of applause
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[Music]
00:02:24
I love it Richard you are already
00:02:26
disrupting look at you your fight ready
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to get AJ Richard thank you very much
00:02:33
indeed great to see you again great to
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see you all the floor is your set thank
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you thank you very much
00:02:39
I will actually I will send over that's
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alright because I feel like then it
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makes me much more part of you asking
00:02:43
them questions because this is about
00:02:45
listening to full fantastic panelists so
00:02:48
just to introduce myself I'm Richard
00:02:50
Ayers from a company called seven-league
00:02:51
we work with probably 50% of our clients
00:02:54
of football and the rest are in all
00:02:55
sorts of other sports and we recently
00:02:57
became part of the mailman group which
00:02:59
is an interesting moment we'll see what
00:03:00
happens there so we have an excellent
00:03:02
panel you know their official titles
00:03:05
because you can read it in the book but
00:03:07
what we have is a man who is football
00:03:10
through and through who has seen a way
00:03:12
to go in a new direction a really sort
00:03:15
of drive change we've got a man who I
00:03:17
described as one of the original it's a
00:03:19
terrible word create Eck somebody comes
00:03:22
from the creative background but has an
00:03:24
innate understanding of the technology
00:03:25
we've got a lady who is actually only
00:03:28
been in sport for three months three
00:03:30
months but actually has digital
00:03:32
transformation through and through in
00:03:33
big big American companies and we have
00:03:36
one of the disruptors an agent of change
00:03:38
Mike who drew one of those a streaming
00:03:39
platform which is there just like quick
00:03:41
quick and a stick changing changing
00:03:42
changing sir
00:03:43
so a fantastic panel we're not going to
00:03:45
have time to be able to do questions I
00:03:47
don't think because we've only got
00:03:48
really 30 minutes or so and this is such
00:03:52
a big topic there are so many things we
00:03:54
could be talking about so what we're
00:03:55
gonna try and do is kind of go some of
00:03:58
the basics just to establish that over
00:04:00
the top and then maybe get into some
00:04:02
deep dive because you know this is a
00:04:04
high-caliber audience you guys know a
00:04:06
lot of this territory so we're going to
00:04:07
show little really try and dig in if I
00:04:09
may start you off let's do let's do some
00:04:13
basic stuff first of all digital
00:04:14
transformation is it a thing isn't it
00:04:18
just like the natural process of organic
00:04:21
change in in environments isn't it isn't
00:04:23
that what happens or is it or does it I
00:04:25
mean you're chief global I can add in
00:04:28
loads of words you've got the longest
00:04:29
job title a chief digital transformation
00:04:32
and innovation officer okay so let's
00:04:35
start you off fluish digital
00:04:37
transformation is it
00:04:38
of course it's a thing I think the main
00:04:42
issue has been has not been icing in
00:04:44
sports and I think this comes from some
00:04:48
reasons or some fundamental problems
00:04:50
that I've been raising probably over the
00:04:52
last five six years comes actually from
00:04:56
the fact that on one side we've always
00:04:58
been very comfortable you know in our
00:05:00
business you know in a certain state of
00:05:02
laziness which is not good in the
00:05:05
current environment missing seconds we
00:05:09
always felt that our business was very
00:05:12
robust and was actually probably 100
00:05:16
percent was actually achieved I think
00:05:20
probably today I will say that we are 25
00:05:22
35 percent of the real potential of the
00:05:24
football industry so there's still a lot
00:05:26
more to come doesn't look like but it
00:05:28
will so basically again there is not too
00:05:31
much rocket science for this right so
00:05:33
it's not as difficult as it looks
00:05:35
basically is to bring a lot of very
00:05:39
important examples that are actually
00:05:41
happening around us understanding that
00:05:43
actually football and sports are part of
00:05:46
a much bigger industry you know are part
00:05:48
of the media entertainment we are
00:05:50
fighting for time we are fighting for
00:05:52
attention like many other businesses and
00:05:55
those businesses brought probably a
00:05:57
maturity and and also are forcing us
00:06:01
right to lose you to learn so much I'll
00:06:03
say that probably you know the
00:06:05
businesses that are really forcing this
00:06:07
is the transformation in sports are not
00:06:08
in sports they are probably Facebook
00:06:12
they are programmers on and a few others
00:06:13
and really as well the rationale of all
00:06:16
this new initiative
00:06:17
Chifa which is a very brave one you know
00:06:20
in terms of really once and for all make
00:06:23
sure that not just FIFA but the entire
00:06:25
football ecosystem ecosystem and
00:06:27
potential as well all the sports
00:06:29
ecosystem will one day be able to start
00:06:32
as acute and concludes you know its own
00:06:35
digital transformation process okay so
00:06:38
there is a process
00:06:39
Russell where do you stand on that that
00:06:41
process Edelman your chief digital
00:06:43
officer that has a very broad remit does
00:06:46
does PSG need transformation did it
00:06:48
consciously decide
00:06:50
I think if I can just go back to what
00:06:53
you said is it a thing I think first of
00:06:55
all digital transformation I think it's
00:06:58
just you know it's part of what happens
00:07:00
when you have you know a 20-year
00:07:02
communication of evolution the way that
00:07:04
people engage with content inevitably
00:07:06
it's a thing because you know businesses
00:07:08
were not built for the way that digital
00:07:10
content is consumed and distributed and
00:07:12
monetized in the way that it is now so
00:07:14
so yes of course it's the thing but I
00:07:15
think it's it's been a thing for well
00:07:19
we've been talking about it you and I
00:07:20
were talking about it for 10 years
00:07:21
so I mean first I think the first
00:07:23
digital transformation project the first
00:07:25
change management project around digital
00:07:27
I did was was at the Guardian where we
00:07:29
were looking at transforming how they
00:07:31
did you know written journalistic
00:07:35
content and moved into video and digital
00:07:36
video and that was probably the first
00:07:38
time that we talked about transformation
00:07:40
around digital but I think it psg
00:07:42
because you can you know this journey
00:07:45
isn't finished it so it is inevitably a
00:07:48
change in a digital transformation is
00:07:50
ongoing it's not a it's not a it's not a
00:07:52
fixed target you can't say okay when
00:07:54
we've done this then we'll have finished
00:07:55
our digital transformation because it's
00:07:56
an ongoing process so it needs to be
00:07:59
part of a club it needs to be part of
00:08:00
PhD it needs to be part of all clubs and
00:08:02
federations and other businesses because
00:08:04
the users are moving into into
00:08:06
completely new types of consuming
00:08:08
content
00:08:09
okay so Jenna I introduced you as a long
00:08:12
history and digital Andy and he was the
00:08:13
agent of change but actually are you in
00:08:16
the IOC are you an agent of change is
00:08:19
that is that part of your role I think
00:08:22
to a certain extent yes and to a certain
00:08:24
extent it's about how do you help
00:08:26
continue growing incredibly valuable
00:08:29
properties and in places and
00:08:31
organizations I think the world has
00:08:33
given equity to sport and to the time
00:08:36
they want to invest in and and build a
00:08:38
relationship with teams and moments and
00:08:40
times and big events and so I sort of
00:08:43
look at myself as somebody who's who's
00:08:45
taking that equity and figuring out new
00:08:48
ways of bringing it to the world of
00:08:50
giving people opportunity to express
00:08:52
experience and participate in it so some
00:08:55
ways changes maybe in many ways it's
00:08:59
about building on what's already there
00:09:00
and just helping it continue to grow
00:09:02
okay
00:09:03
and when you were looking in you know in
00:09:05
your former life in into the corporate
00:09:07
world what were the sort of key tenets
00:09:09
at the point of which an organization
00:09:11
realizes it needs Jake does it need
00:09:14
change I mean how do you when you know
00:09:16
it's such an interesting one how do you
00:09:19
realize you need something is I think a
00:09:22
sort of an existential question we all
00:09:24
we all struggle with you know I think
00:09:26
it's it's sort of that moment when you
00:09:28
realise change is happening and there's
00:09:31
an inevitability to what you were saying
00:09:33
for psg and whether or not you're you're
00:09:35
in a position to make a choice to choose
00:09:37
it because it isn't just digital
00:09:40
transformation isn't just a series of
00:09:42
technological choices or handle choices
00:09:46
and structures it really is a commitment
00:09:49
to end to end say we are going to change
00:09:52
the way that we show up in the world we
00:09:54
are going to change the way that we
00:09:55
connect through this medium and and it
00:09:58
largely dictates what what's happening
00:09:59
it's not your choices its users its
00:10:02
platforms it's how quickly it progresses
00:10:05
and you can get ahead of it that makes
00:10:08
the decisions for you and that's a big
00:10:09
shift for an organization to say I'm not
00:10:12
going to definitively start and stop a
00:10:14
project I'm going to choose to be an
00:10:16
inevitable change that's hard so I don't
00:10:20
know that an organization chooses it
00:10:22
they may realize that at some point I
00:10:25
don't know that they always believe they
00:10:27
need it but they decide that it's it's
00:10:29
an imperative to success okay so that
00:10:32
organizational change must be driven
00:10:35
internally and when you were in GE was
00:10:38
is it driven from the top is there a
00:10:40
structural shift is it or is it feeding
00:10:43
back to the clients or what was what was
00:10:45
it that make the difference internally
00:10:46
yeah pressures come I think from all
00:10:47
different directions
00:10:48
some of it is instigated from inside
00:10:50
from maybe your middle or lower levels
00:10:53
of an organization who say and this is a
00:10:56
new platform we need to be on it we
00:10:58
don't know what this means to us we need
00:10:59
to figure out who are we on this and
00:11:02
they innovate and so you look at
00:11:04
organizations a lot of times starting to
00:11:05
see the opportunity for change through
00:11:07
little points of innovation that
00:11:09
instigate change and start to create
00:11:11
value I like to say it wins hearts you
00:11:14
know the the digital transformation were
00:11:16
I think lives in two places one is
00:11:19
winning hearts in the in the short-term
00:11:21
and building equity and value and
00:11:23
getting people to believe in it and then
00:11:25
in the long-term very much about winning
00:11:27
minds and helping them see and
00:11:29
understand and feel the impact whether
00:11:32
that's a bottom line its engagement its
00:11:34
reach you know any number of metrics
00:11:36
that you can put against it so I think
00:11:39
it starts a lot of times in those little
00:11:40
sort of niche spaces and starts to bring
00:11:43
those values up and bubble up and up and
00:11:45
up but it doesn't go anywhere until you
00:11:47
have top-down alignment on it it is very
00:11:51
hard to scale without that okay so so
00:11:53
Pedro you've seen Mike who Jews worked
00:11:55
across a very wide range of associations
00:11:58
around the world done a lot in Asia I
00:12:00
think as well so do you find yourself
00:12:02
looking at different football
00:12:03
associations and saying okay these guys
00:12:05
are gonna move fast because I can tell
00:12:07
you no but these guys are going to be
00:12:09
super slow and you make decisions about
00:12:11
about who in the ecosystem is is ready
00:12:14
for change
00:12:15
actually when we entered into the market
00:12:18
we started working with clubs but then
00:12:20
we understood rapidly that working with
00:12:23
federations will create a bigger impact
00:12:25
and we we don't go to the Federation
00:12:27
selecting them for a number of factors
00:12:31
is the other way around we present
00:12:33
ourselves in general context and then
00:12:37
the Federation's themselves apply to
00:12:38
this change and we're speaking a very
00:12:41
about a very traditional business which
00:12:43
is broadcasting and streaming and
00:12:46
there's a lot of things involved so the
00:12:50
fact that these organizations are there
00:12:52
are themselves moving forward and
00:12:54
putting themselves towards this next
00:12:56
step it really shows that the football
00:13:00
world is changing basically yeah so we I
00:13:02
mean when my background when we were in
00:13:04
news is 20 years ago but you know Google
00:13:07
changed the way news works online change
00:13:09
that our news had to adapt it took a
00:13:11
long time then music got hit and they
00:13:13
tried to fight back and it didn't work
00:13:14
and Steve Joe every sector sector sector
00:13:17
they've made a difference Russell I'm
00:13:19
interested do you think it's the
00:13:20
technology that triggers that change or
00:13:22
or what no because I think the
00:13:24
technology has been there for all of the
00:13:26
industries to be able to use at the same
00:13:27
time technology
00:13:28
is democratic in terms of its you know
00:13:31
it's a bit availability to businesses to
00:13:34
be able to adopt it I think what's
00:13:35
different is the user behavior that's
00:13:37
what drives it that's what that's what
00:13:38
drives the change in music it was fact
00:13:40
that you know Napster was not gonna die
00:13:43
because the users wanted it so you know
00:13:45
other services came to deliver that so I
00:13:47
think the I think what's I think what
00:13:49
happens is probably you probably get you
00:13:54
know elements of products changing and
00:13:55
experience is changing within different
00:13:57
businesses so if you look at you know
00:13:58
football we have big audiences on our
00:14:00
owned and operated properties like our
00:14:02
website on our app and then and then you
00:14:05
know it's inevitably you have this huge
00:14:08
growth of content that that grows in
00:14:10
social channels so we you know we take
00:14:13
that on board because we can see that
00:14:14
our users verse and we focus more
00:14:16
resources on that so I think it's I
00:14:18
think that's how it happens it's really
00:14:19
user led and I think you have to I think
00:14:22
you have to use that data that you can
00:14:25
see coming in and then you have to adapt
00:14:27
and you have to look at how that's going
00:14:29
to evolve and make projections about how
00:14:30
you think that's going to change but
00:14:32
it's I think the because the technology
00:14:36
is moving it I think you know I think
00:14:38
what you said about the fact that
00:14:39
there's it's a it's a very complex
00:14:41
ecosystem with with the different
00:14:43
platforms and and the different the
00:14:46
different ways that content is available
00:14:48
to different audiences I think I think
00:14:49
unless you unless you adapt and you move
00:14:51
very fast you know you miss the
00:14:53
opportunity so yeah well so Louis that's
00:14:56
the technology is part of that change
00:14:58
but it's not entirely driving it and
00:15:00
you've you know been working long enough
00:15:01
in football to know the ecosystem or as
00:15:04
completely shamelessly to use Jenner's
00:15:06
line the ego system inside you know
00:15:09
inside sport as a whole but the football
00:15:10
in particular how do you drive that
00:15:13
change inside an organization like
00:15:15
fee-farm it's a big it's a big beast
00:15:17
okay I think it's never easy and as I
00:15:20
say I think was a brave decision to for
00:15:22
organization as such to actually believe
00:15:25
in the power of digital transformation
00:15:26
and and basically you know moving to
00:15:29
actually a very clear public
00:15:31
demonstration that is now a serious part
00:15:34
of our roadmap for not just for the
00:15:36
future but for now I think there is
00:15:39
always a combination of things
00:15:41
that needs to weapon right I think there
00:15:43
is basically three different points I
00:15:45
think you have to have this unary
00:15:47
leadership and without that nothing will
00:15:51
happen and you can have the best ideas
00:15:53
in the world you can see the world with
00:15:55
a great you know interest and actually
00:15:57
very sure about what's going to happen
00:15:59
but again if you don't have really
00:16:01
senior leadership that lives in it it
00:16:03
will never happen so second you also
00:16:05
need to have actually effective
00:16:08
transformation people so people that
00:16:11
will look at the same thing with a
00:16:13
different pair of eyes right and this is
00:16:16
not magic magic or is not being Mandrake
00:16:20
and trying to elaborate the different to
00:16:22
you I think if you really look at sports
00:16:25
with different pair of eyes and you
00:16:26
understand as I said in beginning
00:16:28
different models from different
00:16:29
organizations you can probably
00:16:30
understand we have much better
00:16:32
assessment of what is happening and I
00:16:34
think in my personal case of course I
00:16:36
have a massive experience in football
00:16:38
which is interesting because also helps
00:16:40
me understands better than probably many
00:16:42
other organizations what are the
00:16:44
problems and so there is a mix of things
00:16:47
right but I think in a point there is
00:16:49
today also and the third point is a very
00:16:54
important one which is there is a threat
00:16:55
right there is a threat and the threat
00:16:58
again is not an Armageddon but is
00:16:59
actually a threat that football as we
00:17:02
know it which has been basically the
00:17:05
leading sport in the world probably the
00:17:07
biggest community in the world even if
00:17:08
we still don't know exactly what is the
00:17:11
size of that community but the problem
00:17:13
that we have today is how can we still
00:17:16
make sure that football as we know it
00:17:20
will still be relevant in four or five
00:17:23
years from now because we live in a
00:17:25
global world we live also in massive
00:17:28
power shift right i I always said that
00:17:31
right shoulders like FIFA you know and
00:17:35
many others used to be part of the only
00:17:37
Trinity so of of this business right
00:17:40
which basically between us broadcasters
00:17:42
and commercial partners we use actually
00:17:46
to manage a business model that has been
00:17:50
actually successful for the entire
00:17:51
industry for probably twenty twenty-five
00:17:53
years and today
00:17:55
I think that in front of us is something
00:17:57
is happening a big power shift that
00:17:59
actually solely Trinity as a new a
00:18:00
totally new first 11 call it this way
00:18:04
but there is now to the migration of
00:18:07
power to data companies there is a
00:18:09
migration of power actually to fans and
00:18:11
athletes because fans today have a way
00:18:15
to demonstrate actually their ownership
00:18:18
which before was probably not as evident
00:18:21
or not as easy and and investors right
00:18:24
because again at the end of the day you
00:18:26
see what is happening in many sports
00:18:27
used to be an industry that was seen as
00:18:30
highly risky and nobody was actually to
00:18:33
invest so today we have actually
00:18:35
starting to have some success stories of
00:18:37
really strong investment companies that
00:18:40
are coming to sports to actually try to
00:18:42
elevate it to the next level and I think
00:18:45
that's that's for me personally is a
00:18:47
very important point so I think any
00:18:48
modern right shoulder need to understand
00:18:51
where this is moving and it will as well
00:18:54
make sure that it will still play a role
00:18:56
you know in in this new ecosystem so
00:19:00
when Jenna and I were talking earlier on
00:19:02
I was laying out a potential nightmare
00:19:04
scenario at least in my mind that you
00:19:06
know the next time there's a round of
00:19:08
Olympic rights Amazon buys a bunch and
00:19:11
then the time they stream it and it's
00:19:12
fine and then the time after that they
00:19:14
stream it but they say well these sports
00:19:15
nobody really watches that so you know
00:19:17
we're probably not gonna stream those
00:19:18
ones so much or there'll be less of it
00:19:20
you know and then suddenly after that
00:19:21
you start you're in a place where sports
00:19:23
are just not getting exposure and then
00:19:25
they don't get funding and then they
00:19:26
start to cut right that's the nightmare
00:19:27
scenario having painted a nightmare
00:19:30
scenario you you've just come into the
00:19:33
IOC which it has such again a very broad
00:19:35
supportive remit what's okay so what is
00:19:37
the opportunity if you can make all that
00:19:40
digital transformation work I mean I
00:19:42
think of Luis and I have similar similar
00:19:44
ambitions in the sense that relevance is
00:19:46
paramount and we're in an increasingly
00:19:49
distributed and fractured world where
00:19:51
the amount of content that comes across
00:19:54
our eyes and our minds and demands our
00:19:57
attention is profound and we're lucky if
00:20:00
we get as as sport organisations as
00:20:03
brands as
00:20:05
moments and time in the case of things
00:20:07
like World Cup and Olympics you know we
00:20:09
get three seconds to make you love us
00:20:11
that is hard so I think you know yes the
00:20:15
Domesday you just painted is scary yeah
00:20:18
is real for anyone who works in the
00:20:21
models that we do and I think it's
00:20:23
figuring out how do you look at the
00:20:25
richness that you do have across your
00:20:27
ecosystem which is beyond your house
00:20:30
it's not just what sits within you it is
00:20:32
truly the ecosystem that consumers have
00:20:35
deemed valuable and that they have told
00:20:38
us they want to invest in and that
00:20:40
they're going to participate in and
00:20:42
figuring out a way to keep the value
00:20:44
that you've built that is important I
00:20:45
think we both have models that are
00:20:47
incredibly important to how we operate
00:20:49
and exist and are able to do what we do
00:20:52
without neglecting the opportunity that
00:20:55
that sits ahead of us in a chance to
00:20:58
avoid that doomsday what does that look
00:21:00
like I don't know I don't I don't think
00:21:01
anybody at this point can coffin it
00:21:03
confidently say this is it there are
00:21:05
models being tested you see you know
00:21:07
clubs and and federations going in and
00:21:11
starting to stream on Amazon and Google
00:21:13
and Facebook and they're going to try
00:21:15
the models and I think that's when you
00:21:18
start to think about digital
00:21:19
transformation and one of the things
00:21:21
that you sort of have to have as a
00:21:22
guiding principle is that if you're
00:21:24
unwilling to fail
00:21:26
you're unwilling to succeed and so those
00:21:29
models may be amazing and they will
00:21:31
prove out to be extraordinarily
00:21:33
successful and well you know following
00:21:35
suit or they may not and we'll learn
00:21:37
something from them and we'll build new
00:21:38
models and it doesn't start and stop
00:21:40
with one decision it is an is an
00:21:42
inevitable transformation that you
00:21:43
continue on sort of in perpetuity which
00:21:46
is a bit daunting but in perpetuity do
00:21:50
you think that the use of the word fail
00:21:52
generally speaking people in sport like
00:21:54
winning right and failing is not
00:21:56
generally a good way of persuading the
00:21:58
Chairman that he really ought to spend
00:21:59
some money on a thing yeah you know
00:22:01
because fail fast fail better has been a
00:22:02
digital man terrific absolutely forever
00:22:04
but there's different ways internally I
00:22:07
guess to persuade that and one of those
00:22:09
is that return on investment angle
00:22:10
actually and and Pedro you know when you
00:22:12
go and talk to Federation's one of the
00:22:15
reasons I think as I understand it your
00:22:16
service you know
00:22:17
the take-up is because you're saying
00:22:19
we'll give you the data and we'll give
00:22:21
you revenue right I represent and I
00:22:24
think that's where we play a big
00:22:26
difference against the big data
00:22:27
companies that have pushed as well for
00:22:29
this transformation so they played an
00:22:31
important role as well but what I think
00:22:34
is important nowadays now is for the
00:22:36
sports community in my space football to
00:22:39
understand that what they own is much
00:22:42
more than just content right the the
00:22:44
power of the network that they
00:22:45
collectively own is massive and maybe
00:22:49
this contents longtail contents
00:22:50
individually they might not have power
00:22:53
but once they start thinking
00:22:54
collectively and aggregating this
00:22:56
community into one single space and then
00:22:59
there's a lot of talks about other types
00:23:01
of content as well we we as an industry
00:23:04
need to start thinking that the 90
00:23:06
minutes are not just enough that we need
00:23:09
to start driving content in several
00:23:11
different ways to address different
00:23:12
types of audiences such as young kids or
00:23:15
older people or people that like
00:23:18
different types of contents that don't
00:23:20
include the the game itself there's a
00:23:23
really huge potential to build to build
00:23:25
something that can compete against these
00:23:27
against these big data businesses and I
00:23:30
really think that if you put all
00:23:31
together not even speaking about the
00:23:33
fence if you speak about football and
00:23:35
the number of players that are estimated
00:23:37
to be registered in football
00:23:38
Federation's across the world which
00:23:40
ranged between 400 to 500 million or
00:23:42
maybe I'm exaggerating now a little bit
00:23:44
protecting a bit my business but there's
00:23:47
a huge potential when you look at
00:23:49
Netflix that has a hundred and thirty
00:23:51
million subscribers and are doing 15
00:23:53
billion or more a year just in
00:23:55
subscriptions so I think if the industry
00:23:58
finally comes together and the works in
00:24:01
a democratic environments distributing
00:24:03
content collectively not only thinking
00:24:05
about premium but putting everything
00:24:07
together into one single community then
00:24:09
there's massive potential out there can
00:24:12
I do quick add so there I think there's
00:24:14
something interesting that you've hit on
00:24:15
that I've I've found as I've worked
00:24:17
across different organizations whether
00:24:18
they're corporations or platform side
00:24:21
trying to instigate change for data
00:24:23
management and how people think about it
00:24:25
one of the things that I find
00:24:27
fascinating is that we constrain
00:24:29
ourselves to the boxes that
00:24:31
no we have we have put ourselves in this
00:24:33
we have defined who we are and what we
00:24:35
will be forevermore and then we innovate
00:24:37
in that and and you look at I mean
00:24:40
anyone who's I think ever done a
00:24:42
management course or a leadership course
00:24:44
one of the things that they teach you is
00:24:46
you're lucky if you know 10% of what
00:24:49
potential is there's a whole 90% that
00:24:52
sits outside your box that you don't
00:24:54
even realize is a possibility and I
00:24:56
think what you're you know what you're
00:24:57
touching on is a really important one as
00:24:59
you think about driving to digital
00:25:01
transformation in your organization is
00:25:03
don't get stuck in the 10% and it's very
00:25:06
easy to stay in your box and define
00:25:08
innovation and transformation within
00:25:11
that 10%
00:25:12
it's the 90% that's going to move the
00:25:14
needle and it's being fearless enough to
00:25:17
sort of go into that 90% and say I may
00:25:20
or may not come out with pieces of my
00:25:22
box and tax maybe or I may altogether
00:25:25
through my box away I don't know
00:25:27
but being willing to step into that is a
00:25:29
really important part of that
00:25:31
transformation if I cannot just a small
00:25:33
item then I give this person a disease
00:25:34
many of the organizations working with
00:25:36
other Federation's they organize Premier
00:25:38
League's and they're thinking of
00:25:40
creating their own OTT directly to the
00:25:42
consumer and then we ask but do you want
00:25:44
a community do you know your who your
00:25:45
users are how can are you going to try
00:25:47
this community to consume your contents
00:25:48
and then they all say how we have this
00:25:50
community on Facebook courier this
00:25:52
community on Instagram but do you really
00:25:54
own it how much it costs you to reach it
00:25:56
can you make it a sustainable business
00:25:58
model and then they start making your
00:25:59
constant definitely not and they own the
00:26:01
potential to build this community by
00:26:03
working with all these contexts that
00:26:04
nowadays are worth nothing and
00:26:06
technology here plays a massive
00:26:08
transformation role because it lost
00:26:09
lowers the cost of production it scales
00:26:11
and then by bringing this content on
00:26:13
board and bringing this new community
00:26:15
that before was not there then this
00:26:17
organism organizations can really drive
00:26:19
powerful transformation individually so
00:26:22
we got a scenario in which the
00:26:24
technology and the digital
00:26:25
transformation is coming like whether
00:26:27
you like it or not it's I mean as you
00:26:28
said we've been talking about it for 10
00:26:29
years
00:26:30
right but it's in process if I was
00:26:32
betting I'd say you got thinking about
00:26:34
how long news and music to adjust we've
00:26:37
got at least another 10 maybe 20 years
00:26:39
worth of this kind of flow to go through
00:26:41
if it ever settles down because the pace
00:26:43
of change seems to be
00:26:44
increasing you've got data's become
00:26:46
super important the technology is super
00:26:48
important but that's not what's gonna
00:26:49
make the difference because the user
00:26:50
behaviors are very powerful
00:26:52
you need to have fear of failure right
00:26:55
no fear of failure rather because you've
00:26:57
got to be able to do it you've got to
00:26:59
accept that change is constant and
00:27:02
you've got to be okay with not knowing a
00:27:04
bunch of stuff right you are painting a
00:27:06
scary scenario for most CEO news or
00:27:08
bosses so there has to be a return on
00:27:10
investment of the side of it yeah and I
00:27:13
think I think what Jenna was talking
00:27:15
about in terms of innovating outside the
00:27:17
10% innovating in the neighbor cent
00:27:18
there's a lot I mean it means there's a
00:27:20
lot of stuff I mean all of our roles
00:27:21
incredibly broad so you know we're
00:27:24
dealing with we're dealing with product
00:27:25
content data customer experience CRM and
00:27:30
a bunch of other stuff obviously
00:27:32
third-party products that are outside of
00:27:34
our control and then you start to look
00:27:37
at emerging platforms you look at
00:27:39
organic reality virtual reality you look
00:27:41
at AI machine learning how that applies
00:27:43
I think the you know I think it's I
00:27:46
think it is scary from the top looking
00:27:48
down to make sure that you've got the
00:27:50
right people the right team leading that
00:27:52
but I think what you've got to do in
00:27:53
terms of that at 90% is like embrace
00:27:55
that 90% but focus on the aspects that
00:27:58
really key to your business priorities
00:28:00
because digital transformation will be
00:28:02
different for every organization depends
00:28:04
on where you are in the journey but
00:28:05
you've got you've got to basically set
00:28:07
it up right it's not about it's not a
00:28:08
technology change it is tech it's it's
00:28:11
very technical but it's largely a
00:28:13
business change and I think that's why I
00:28:15
think you've really got to sort of focus
00:28:17
on you know you know in our areas I
00:28:20
think we've got to focus on where the
00:28:21
big wins are they will they will be in
00:28:23
revenue ultimately but sometimes you
00:28:26
need to sort of invest and choose those
00:28:27
you know place your bets on the big
00:28:29
things that you think you're going to
00:28:29
change but I found with three points
00:28:32
that I think are different or additional
00:28:34
to this I think far and foremost of
00:28:38
course you need also to look at this as
00:28:40
a massive cultural change right and I
00:28:43
think if you look at sports industry as
00:28:45
all there is one point where never been
00:28:47
very good at which is actually being
00:28:49
cross-functional right so we always
00:28:51
fight a lot on the pitch and we fight
00:28:54
off the pitch I think there is
00:28:57
project that you've been involved ten
00:28:59
years ago so some of the people that are
00:29:02
on this on this table a certain club in
00:29:04
the northern England Shack we prove it
00:29:06
was actually something totally
00:29:07
cross-functional at the football level
00:29:09
right and this was just a little seeds
00:29:12
okay that was Webster and keep growing
00:29:15
and as I think has been contributing to
00:29:18
influence some other people in the
00:29:20
industry to the same I think far and
00:29:22
foremost you need to change your culture
00:29:24
inside because of course and this is
00:29:26
normal to be corporations as well you
00:29:28
tend to have in every organization a
00:29:30
massive vertical culture right where
00:29:33
there is absolutely zero interaction and
00:29:36
zeros exchange of valuable information
00:29:39
but also you need to change as well the
00:29:42
spectrum of you know what happens
00:29:44
externally Francis if you look to that
00:29:46
you know this number of speakers you see
00:29:50
very different organizations and we're
00:29:52
all talking about the same thing right
00:29:53
and we're talking very openly about it
00:29:55
so actually can be done right and if one
00:29:57
day actually everyone can actually work
00:30:00
together then no one can stop really the
00:30:03
sports industry to go to is really you
00:30:06
know maximum effect and then another
00:30:09
point I think and this is also something
00:30:11
that Francis me and you have been
00:30:12
discussing for many years I think also
00:30:14
it's about time that someone can once
00:30:16
and for all prove that revenue and new
00:30:20
forms of revenue are actually part of
00:30:23
digital and factory or digital
00:30:26
transformation I think we all been
00:30:28
trying for many years to see where is
00:30:30
the only Grail right so where can we
00:30:32
find really this digital landscape that
00:30:35
will just keep us very lazy and just
00:30:38
bring us in all the big shakes coming
00:30:40
right and we always assume that one day
00:30:41
there will be a direct migration from
00:30:44
the Social Security session from either
00:30:46
broadcasters to actually the new world
00:30:48
of digital media and might be that this
00:30:52
happen or not but it's not just it's an
00:30:55
automatic process right so I think today
00:30:57
if you look really at this holistically
00:30:59
and you look at technology looking at
00:31:02
data looking at content in looking at
00:31:05
multiple different layers you actually
00:31:07
can create a business out of that right
00:31:09
which doesn't interfere
00:31:11
with the traditional revenue streams of
00:31:12
the industry will not interfere with
00:31:13
still with traditional media rights will
00:31:15
not interfere with traditional
00:31:17
sponsorship because that's also an area
00:31:19
that is under a massive change and will
00:31:22
not interfere with ticketing and
00:31:23
hospitality right the probable interfere
00:31:25
also with something that is a growing
00:31:28
business and also is a massive game
00:31:30
changer for the sports industry which is
00:31:32
of course the advent of virtual sports
00:31:34
and how are we also going to manage to
00:31:37
find convergence in that would be
00:31:39
fundamentally important actually for the
00:31:40
two sides of the pond right so so I
00:31:43
think actually that's that's quite an
00:31:45
exciting journey and finally I think the
00:31:49
sports is mature enough now to have this
00:31:52
journey right which can time will tell
00:31:54
who's right and wrong but I think
00:31:56
actually that's quite a very interesting
00:31:58
outcome that we cannot deliver David's
00:32:01
loitering have we got time for one more
00:32:02
question or we all right I mean today
00:32:08
I'm just literally shutting up people
00:32:10
every single time it could be really
00:32:12
quick Richard I trust you with my life
00:32:13
all right it's a different it's a simple
00:32:15
one the digital transformation journey
00:32:18
right that's sport let's say sport and
00:32:21
widen for the sport is on how far
00:32:23
through give me a percentage like we're
00:32:26
in the very beginning are we half way
00:32:27
through you know just a rough finger in
00:32:29
the air go okay I have to reply to that
00:32:33
question in two ways
00:32:35
only one way please I'll say that we are
00:32:38
probably now between one and five
00:32:41
percent okay okay but also I think is
00:32:44
important to understand that the fully
00:32:45
industries probably as I say between 25
00:32:47
to 35% of his footage okay I was gonna
00:32:51
say it's 15 to 25% but depending on you
00:32:54
know which way you look right in the
00:32:58
same camp I was 10 to 15 percent we're
00:33:00
at the beginning but we've got some good
00:33:02
groundwork laid I have to say they feel
00:33:04
a long way but the mentality is changing
00:33:07
I would say like 5 to 10 percent the
00:33:09
things are moving forward fast which is
00:33:11
good I'm gonna give one last thing is
00:33:15
always nice to be able to come away from
00:33:16
listening to a conference panel with
00:33:18
some tips there were lots of tips in the
00:33:21
stuff that these guys said if I can add
00:33:22
my one tip for you it would be
00:33:24
if you're going to get your organization
00:33:25
to adapt make sure your lawyer and your
00:33:29
commercial director are on board because
00:33:32
if you're on board it's never gonna
00:33:34
happen but other than that thank you so
00:33:36
much to an excellent panel and thank you
00:33:38
for the time thank you ladies and
00:33:40
gentlemen give it up for Richard Ellis
00:33:42
we sent there Russell Scotford Jenna
00:33:43
Pelkey and also feather oppressor thank
00:33:45
you very much indeed guys please stand
00:33:47
apart the stage really appreciate it
00:33:49
thank you very much indeed better off
00:33:50
Jenna thank you very much indeed guys
00:33:52
I'm so sorry to cut you short but you
00:33:54
know excellent stuff lots of content in
00:33:57
there thank you very much which email I
00:33:59
see yes thank you Richard as always
