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Sports and digital technology: When industries collide and amazing things happen

Tech companies are in the business of transformation. They have the ability to transform something we do every day (like how we communicate) and transform entire businesses (back to the business-model drawing board for some folks). This is why it was fascinating to hear about the major impact that digital technology has had on the professional sports industry during a recent ACG (Association for Corporate Growth) meeting in San Francisco.

How technology has intersected with sports was the main topic of discussion by speaker Roger Noll, professor of economics, emeritus at Stanford University, who is an expert in the study of sports marketing and the economic expansion that has transformed professional sports in the past 20 years.

Here are a few statistics he shared that help illustrate how dramatic this industry has changed:

  • The average professional hockey team from 1965-1975 was family owned and had less revenue than a typical Chevron station.
  • The Yankees and the Dodgers were sold around 1970 for $12 million each, the first teams to be valued at over $10 million.
  • Bill Russell was the highest paid NBA player in the late ’60s. He made $12,000 a year.

The introduction of digital technology and the enormous expansion of the TV viewing audience have fundamentally transformed the reach and capabilities of pro sports teams, enabling them to enter more households and sell more merchandise. And increase their fan base at every turn. The downside: supply and demand. You still have the situation of a fixed number of teams and 10x the number of TV stations that want to broadcast games. Also, more cities want to host professional teams than there are in existence (something 49ers fans in San Francisco know all too well).

Sports team owners have taken smart advantage of demand. They realized they don’t need to build larger stadiums for additional seating—they can keep their stadiums around the 45,000-seat average—and use a lot of their space for concessions, shopping and arcades. Merchandising and broadcast revenue is where the big money is, and now teams are worth between $1 billion to $2 billion!

Of course, other factors have led to the dramatic increase in revenue, salaries and valuations, such as collective bargaining with the players and shared revenue contracts, but the key enabler was the growth of digital technology and digital media. Advances in technology have expanded how much time we all spent consuming and thinking about sports—and how many of our dollars we give toward it. People today spend much more of their free time watching sports, reading about them or shopping for merchandise.

One of the most challenging and thought-provoking books I’ve ever read sprang to mind when I was at the ACG meeting. Published in 1967, The Medium Is the Massage, by Marshall McLuhan, was packed with ideas that were decades ahead of their time. With his concept of an electronic Global Village and the mass influence of electronic communication technologies, McLuhan predicted the Web and social media over 30 years before they came into existence.

Now when we’re on the move, we can make sure we don’t miss a minute by teeing up the DVR through our smartphone. We can get the sense of camaraderie even if we’re watching alone in our living rooms by sending out real-time reactions on social media. On top of this, we’re living in a time where we can skip the stadium but feel like we’re still at the game through a virtual reality headset.

The transformative changes and the power and influence that technology has had on professional sports remind me of this quote in McLuhan’s book: “We become what we behold. We shape our tools and thereafter our tools shape us.”

What tool is going to shape your business in the year to come? What disruptive innovations, products and trends are wending their way into how your products or services are perceived, consumed and monetized? Some of the leading candidates—the internet of things, artificial intelligence, driverless vehicles and nanotechnology, to name a few—are poised for some transformative effects (not to mention they’ll be multitrillion-dollar markets within 10-20 years). How will these changes affect your lifestyle and your business?

Stay curious, my friends.

Stan Fels is a director at RoseRyan, who joined the finance and accounting consulting firm in 2006. In addition to helping the finance dream team keep their skills sharp and stay true to RoseRyan’s proven processes, he matches gurus to clients in the high tech and life sciences sectors. 

 

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Wrangling the evolving enterprise: How finance steers the company through boom and bust

Wham!

The sound of a large public company hitting the wall can be deafening—i.e., a front-page news story or a radical stock drop. Or it may occur slowly, almost silently over time, perhaps from stealthy competitor moves, a slower pace of innovation or hundreds or thousands of employees trying to adjust to strategy shifts and confusing directives. No matter what the reason for the disruption, the finance team, sometimes with the help of outside experts, plays a major role in the enterprise’s ability to dust itself off and reinvent itself for the future.

Big changes at a mature enterprise—growth spurts and turnarounds or spinoffs and restatements—definitely put a strain on finance teams. It’s a time when what’s needed most is tenacity and the ability to shift gears, to help guide the company through the trouble spots and keep it on course.

After all, the finance team plays a critical role in crafting the company’s future. They intimately know the ins and outs of running the company, along with the history. If they are fully staffed with the right mix of talents and skills, they can pave the way for the true business strategists to make sound decisions based on thoughtful, practical analysis of the team’s robust data and intelligence. The team’s wisdom can really influence the decision making.

Coping with growth and complexity

Mature companies need to continually evolve their product lines to survive. It may be time to reach out to new markets—or risk losing market share. The competitive atmosphere changes rapidly, and they must be nimble to adjust to new realities.

One major issue for companies during times of fast growth is finding the talent they need. Companies can bridge the gap by bringing in sharp consultants to help them get through a growth spurt. One-time transactions can knock the wind out of a team and the workload can be daunting. That’s when experienced consultants can be extremely useful to pick up the extra load, manage velocity and augment the staff with specialized expertise.

Coping with a downturn

At some point, a deceleration typically happens. The natural nimbleness of the startup phase is long gone, rapid growth is no longer a given, and the hard-fought battle for the IPO or an acquisition has already played out. A bunch of employees might be heading for the door. A shift in strategy is causing chaos among hundreds or thousands of employees, and there are complex global product lines to manage. Companies trying to stem the tide of departing employees can fill the gaps using interim consultants, such as an outsourced controller, accounting manager, SEC reporting maverick or other savvy finance pro, who can help the business move forward.

This is the mature enterprise stage in the business lifecycle where the ups and downs of staying relevant and gaining ground are challenging. The challenges have grown along with the company’s maturity and complexity. The reporting, compliance and regulatory issues are piling up, along with the ever-increasing demands from the board and investors. The finance team feels the pain firsthand and leads the way by rebalancing the business plan, cutting expenses and extracting efficiencies from every process. The team has years of transactions and data to mine, and sharp analysis and insights are critical to help the company stay afloat and turn itself around.

Consider some of the big ways that the enterprise can fall off course:

  • Shifting regulatory environment: Companies must stay on top of changing compliance and regulations in their space. For instance, implementing a huge new accounting standard (like the new revenue recognition rules or leasing rules) usually is a multi-year effort involving various systems and teams from different departments.
  • A spin out: A divestiture can pack a wallop to internal finance teams as well. “When a large company takes on a complex transaction, like we did with the divestiture of our information management business, it requires a lot of support,” Maddy Gatto, corporate controller of Symantec, a RoseRyan client, told us. Indeed, the finance team of an evolving company often commissions the services of multiple consulting firms and advisors at the same time. It can be a complex challenge to manage those partnerships and make the most of their assistance.
  • A messy restatement: If internal controls aren’t tight and financial reports can’t be trusted, a restatement may result. Yikes! Frankly, this would be a disaster for any company, and a PR nightmare. Maverick corporate controllers can ensure reliable reporting, and SOX experts can get the company through the compliance needs.

Onward and upward

Keeping to the status quo is not an option for companies at any stage. Massive change is inevitable. When it’s time to pivot, the finance team has a chance to shine. By adding in specialized finance experts as needed to help them navigate the tough spots, a company’s finance team can breathe easier. They can together discover the path forward, make the company more efficient and hopefully raise the valuation of the company.

Whether it’s coping with a wild upswing or a dramatic downturn, the finest finance teams move into swift action to get through it.

Not yet at the mature-enterprise stage? See our blog posts on handling the balancing act of the startup, managing through rapid growth and accelerating through on an IPO or M&A deal.

Maureen Ryan, vice president at RoseRyan, heads up business development and helps companies calm the chaos. From meeting with hundreds of companies of all sizes and types, she has seen the emotional rollercoaster of the business lifecycle first hand. Maureen has seen the ups and downs during her early career in various engineering, sales and marketing roles. She’s held positions at Nortel Networks, Bay Networks, Quantum Corp and General Dynamics.

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