On the latest episode of JaneWallStreet Presents: At The Table, a biweekly podcast exploring the intersection of sports, media, and finance through the lens of (mostly) female decision-makers, JaneWallStreet Executive Chair Deirdre Lester sits down with Kraft Analytics Group CEO and Sloan Sports Analytics Conference Co-Founder and Co-Chair Jessica Gelman.

In this hour-long conversation, the two surface and talk through a range of actionable insights including:

Women’s Sports Are Creating New Fans

It has long been assumed that fans of a given men’s sport would naturally embrace its female counterpart. Audience data is challenging that assumption. KAGR’s work suggests that women’s properties are attracting a largely incremental fan base.

“There's [currently] very little overlap [between NBA and WNBA fans in the same market], and we see that across many other sports and leagues. It is very, very consistent,” Gelman said. 

However, the expectation is that reality will slowly change over time.

“There's two parts to [why that will occur]. One, the male sports fan is [only now] starting to follow and see women's sports, so there will be a [natural] increase [in fandom] there,” Gelman said. “But the other part is that women's sports fans are really loyal, and that will [also help] grow [the male audience]. I obviously love women's sports. I have two boys. They've been coming with me to Harvard women's basketball games for the longest time...So if just from a generational perspective, there's an [increasing] understanding and interest [that will carry forward.] .... The game itself will evolve very positively [too].”

AI Should Improve the Fan Experience, Athlete Performance

When asked for a prediction about AI's role in sports over the coming 12-24 months, the KAGR CEO cited two areas where she expects the tech to have an impact.

“I'm very bullish on AI democratizing data across sports organizations and that leading to a better overall fan experience,” Gelman said. “There's [also] an [increasing] number of athletes that are using AI to better understand themselves and improve their actual performance. Kristen Faulkner [wrote a] great article about how she has used AI to understand [and improve] her own capabilities.” 

For context, Faulkner built an AI-powered system that analyzed nine years and 4,400 hours of personal biometric and training data, created personalized models of her physiology and used the custom-built tool in preparation for the Pan American Championships. She ended up winning three gold medals and recently recorded her best-ever 20-minute power output.

Open Access, Business Outcomes and Engaged Alumni Credited with Sloan’s Growth 

The MIT Sloan Sports Analytics Conference drew roughly 200 people in 2007. Today, the student-run gathering attracts approximately 2,500 attendees from around the world and has become one of the industry’s premier innovation forums. 

“There are three things that have really driven the conference’s [growth]. The first is that we live stream and record every aspect of when people are presenting and then provide it for free after. ...We learned that professors at universities were using [those sessions] to teach their students. So, that's about spreading the word,” Gelman said. “The second thing is the number of new businesses that have been founded, people who met at the conference or have won our startup competition and then have gotten funding. Then the last thing is the students who are now in leadership positions across the industry [and eager to participate.] ...Everyone is giving back.”

📺 Watch the full episode on JohnWallStreet’s YouTube page.
🎧 Listen on Apple Podcasts or Spotify.

We’ll be back with the next episode of JaneWallStreet Presents: At The Table on October 8. SPORT BEACH CEO Beth Sidhu will be our guest.

Catch previous episodes of At The Table, including our sit-down with LOVB Chief Growth Officer Stephanie Alger, former Amazon Web Services’ (AWS) Global Head of Sports Julie Souza, Head of Fubo Sports Network & Fubo Studios Pamela Duckworth, former Barstool Sports CEO & Mule Media Co-Founder Erika Badan, ATHLOS Acting President Kayla Green, former CEO of CBS News Wendy McMahon, A-Rod Corp Chief Business Officer & Minnesota Timberwolves Chief Strategy Officer Kelly Laferriere, Rasenberger Media Founder & President Cathy Rasenberger, AUSL Commissioner Kim Ng, Jomboy Media CEO Courtney Hirsch, and Trailblazing Sports Group Founder Sara Gotfredson on JohnWallStreet’s YouTube channel.

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In the latest episode, four JohnWallStreet Advisory Advisors (Nick Kelly, Shripal Shah, Pat Crakes, John Brody) & host Corey Leff discuss how commissioner Cathy Engelbert’s tenure should be evaluated, what the WNBA should prioritize in its next commissioner, the strategic priorities for the league’s next era, the risks that could derail its growth and more.

📺 Watch the full episode on JohnWallStreet’s YouTube page.
🎧 Listen on Apple Podcasts or Spotify.

As always, you can connect with a member of the JohnWallStreet Advisory team by sending a note to [email protected]. In fact, we encourage it!