Jason Steele [Innovation #03]: Growing, Engaging, and Commercialising Audiences with Innovation at the Heart

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