Radio Show Recap: How Tech is Changing the NBA
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 hacked celebrity photos: “Folks should feel ashamed if they are seeking them out.” —Chris Kelly
“Use two-factor verification whenever you can. That way a second verification has to be used to get in in the first place.” —Chris Kelly
“It’s outrageous that’s there’s pundits on various media outlets that have the audacity to put the blame back on the victims.”—Melissa Brenner
On Sweden’s McDonalds’ campaign to give free burgers for recycled cans: “One of the largest problems that face our world is hunger and poverty so anyway to combat these issues is beneficial.”—Melissa Brenner
“In terms of NBA sponsorship, if it were Taco Bell it’d be even better.”—Melissa Brenner
“In terms of providing access, in terms of cleaning things up, in terms of recycling, I’m all for it.”—Chris Kelly
On Google Glass’ Human Emotion Detector: “I like this as a piece of progress as to what enhanced reality can offer people trying to understand their world. The idea that you’re using cues from the real world then trying to map them to interesting data that exists otherwise is exciting for the digital world.”—Chris Kelly
“I dislike it because there’s a high creep factor. Whenever you blend computer science and human emotions it becomes a slippery slope for me.”—Melissa Brenner
On Apple’s announcement of a wearable $400 product: “I like experimentation in devices. I think Samsung will match it soon and that competition will be good for everybody.”—Chris Kelly
Pre-2008, the NBA had the paltry cumulative audience on social media platforms under 500,000 people. Since Melissa Brenner took leadership as the SVP of Digital Media, the NBA’s Twitter now boasts more than 11 million followers—that’s more than any other sports league including the NFL which has only 7.7 million.
Here’s Melissa’s assessment on social networking in the NBA:
On pushing the NBA to take risks: “When management push to try new things and are 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.
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 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.”
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.”
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.”
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