Sports Pundit Podcast Network Jason Steele [Innovation #03]: Growing, Engaging, and Commercialising Audiences with Innovation at the Heart
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Jul 9, 2025 Jason Steele, Head of Marketing Strategy at the IOC, shares insights on revolutionizing brand growth and audience engagement in sports. He highlights how AI is transforming marketing strategies, making them more data-driven and fan-centric. The conversation dives into the importance of collaboration across departments to enhance fan experiences and the need for a holistic approach to measuring value. Jason also discusses the art and science of designing memorable sports experiences, merging technology with creativity to captivate modern audiences.
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Career Path Built The Full Funnel
- Jason traced his path from PlayStation and Habbo Hotel through agencies to the IOC, explaining how each role taught him a piece of the funnel.
- The move to IOC let him apply integrated digital, data and martech strategies at scale across the Olympic movement.
Balance Brand And Performance
- The marketing mix must combine long-term brand equity with performance marketing to unlock full value.
- Jason suggests a starting split of roughly 60% brand and 40% performance and adjust from there.
Create A Strategy Hierarchy
- Build a hierarchy of strategies (brand, digital, content, data) to avoid siloed work and ensure connection.
- Align all strategies under a single digital strategy so outputs are coherent and actionable.
