This is the third episode in a series of 5 focused on #Innovation and hosted by Leanne Bats, a former All Blacks and FC Barcelona executive now leading innovation for a regional sports trust in New Zealand.
On this week's episode Leanne was joined by Jason Steele, a visionary strategist reshaping the way global sports approaches brand and audience growth, engagement, and commercialisation through digital.
Jason is Currently the Head of Marketing Strategy at the International Olympic Committee (IOC), where he has led and executed strategies relating to data and marketing technology, fan engagement and digital experience, including the development of the fan data platform and engagement activations for Paris 2024.
With a career that span creative agencies, media and sports consultancy, Jason blends deep expertise across marketing and commercial disciplines for global brands, agencies, and sports rights holders. He knows how to build the right strategies, technologies, and operating models that connect the dots between data-driven digital fan experiences and unlocking greater commercial value.
In this episode, Leanne unpacks Jason's career journey and his thoughts on how sports rightsholders and potential investors in sport need the correct approaches and levers to drive long-term brand growth. The conversation goes deep into his experience into growing, engaging, and commercialising audiences with innovation at the heart to create long-term value for sports brands.
Timestamps
02:00: Jason’s Career Beginnings at PlayStation and Habbo Hotel
06:00 – Transition to Sports & Brand Activation at JMI
10:00 – Bridging Digital + Sponsorship at CSM
15:00 – Building Fan Data Foundations
21:00 – Long vs Short: Brand vs Performance Marketing
27:00 – Three Pillars: Grow, Engage, Commercialise
32:00 – Segmenting & Valuing Fans
36:00 – AI's Real-World Impact
42:00 – Ownership vs Partnership in Innovation
47:00 – What’s Next? Excitement, Worries, and Recommendations
