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00:00You have a new partnership. You've been working with the advertising and media company Outfront,
00:05which now has a multi-year partnership with the Jets for what I'm told is IRL, in real life
00:10media. Explain what this is. Well, you talk about everything is about enhancing the in-game
00:15experience and also being able to get information, right? Because you talk about branded partners and
00:20you talk about billboards and things of that sort. You know, they're one of the leaders in
00:24the space and it was just a great strategic partner to have with the Jets. You saw what
00:28happened when the World Cup came, being able to get information to your consumers and understanding
00:33that football is one of those unique sports where it's generational. So you have the new
00:37techies and the young people that understand you can give it to them on their phone and they can
00:41digest it. But some guys are old school, like my dad, that, you know, when you drive through that
00:46old school billboard, that's how you got your information. Well, that's what I'm curious about
00:49because anytime we talk advertising on this show, it's always about, you know, how we can do whatever
00:54on social media is, creating TikTok campaigns, things like that. So to hear basically what is
00:58effectively billboards, fancy billboards, but still it's like, oh, wow, that's still a big
01:03business and people still pay attention to those things. Right. And because you've got the digital
01:07billboard, you know, when things are coming and enhances the game day experience, but also the
01:11experience beyond, right? I mean, you talk about the off-peak seasons where people aren't thinking
01:16about what's going on with the team. Hey, we have this event, they're signing for a player. You talk
01:20about, you know, you know, NFL teams are all about branding, you know, you might as well be like
01:25NASCAR, you know, you have so many strategic partners, but it also allows you to let your
01:30partners be able to advertise what they have going on as branded partners, you know, with the,
01:35with the organization. You're talking about a $11 billion industry annually, just, you know,
01:40you look at the evaluations of teams and how they're exploding, it's because they're strategically
01:44branding with other companies and they're using their resources collectively. And one thing that I saw
01:49when the announcement was made about the Outfront partnership was also this idea that they can
01:53change up these billboards like on the fly. So like in the middle of the day, they can decide,
01:57okay, they want to take a different tact. And that's sort of a big part of it. Are you guys
02:01going to do something fun with this? Are you going to be on these billboards? Well, I hope so.
02:04That's why I'm here. Hey, I'm looking right to you guys. You got to make me part of this. But
02:08you talk
02:08about, you know, being able to get the information, everything's analytical, right? So you can take
02:12something because you have a digital billboard and you understand who's your consumers and who's the audience
02:17coming out. You know, we're in Madison Square Garden yesterday, Penn Station. You know, what's
02:21the demographic of the people or the fans coming out there opposed to the end of the day, right?
02:26So everything's analytical. So understanding what to put on the board at the right time to
02:30catch the consumer that you're trying to search for. Well, talk a little bit about that because,
02:35I mean, this obviously New York has been, for sports, has been on fire the last few months.
02:40Thank you, Knicks. The World Cup, the Knicks, obviously, sort of really kicked it off. And there's
02:47a lot of, but a totally different audiences to a certain extent. The type of people who are out
02:50in the streets rooting for the Knicks. You go to some of the matches that met life for the World
02:55Cup and you had locals, but you also had, you know, a whole family from Senegal or from Norway
03:00or from wherever out there as well. So you can adjust on the fly that advertising to sort of reach
03:04all
03:05those people. Absolutely. It's like a la carte, you know, to quote Burger King, you get it your way,
03:09right? So it's being able to give the information to the people because sometimes it's like the old adage,
03:14right? If a tree falls in the wood, does it make a sound, right? So if you're putting out information
03:18to an audience that doesn't consume that type of information, then really how valuable is your
03:24time? That's why social media is so great because they figure out the algorithms about what's going
03:28on and be able to, you search something and now you're going to have 20 or 30 things that's just
03:32like it. Well, when you have a billboard and you do the analytics, you understand who's the audience,
03:36who's coming through Penn Station, what time are they coming in, what are they looking for? Well,
03:40you put it in front of them. Now they know it exists. Now they go search for it. I mean,
03:44just
03:44imagine if you put a QR code there that allows people coming out to just go to the billboard and
03:49bam, now I'm giving all the information that's pertinent. You know, if you get those emails, you know how
03:53important those are. That's why I always laugh when I go to, you know, Old Navy or you go shopping.
03:57Would you like to put your email in there? Well, that's so they can be able to find you and
04:01find where
04:02your customers are. I do have to ask you, I mean, particularly coming off of what was obviously a
04:07historic and crazy championship run up for the next. Are the Jets going to be any good this year?
04:11Well, listen, I've been so encouraged, right, about going over to practice and seeing Aaron Glenn
04:16finally being able to get the team in which he envisions. Because to a certain extent,
04:21when you're a new coach, it's because something bad happened with the other coach, right? So then
04:25you come in and you inherit their players, but it's not really specific maybe to how you envision
04:29your team. You know, you get to build your team your way. That's the beauty about being the coach
04:33that calls all the shots. And they made a lot of moves last year. And Aaron Glenn understood
04:37that it was going to be tough sledding. He always says that, you know, big ships turn slow.
04:41You know, but in this league, in this market, sometimes you've got to turn a little faster
04:45than normal. And what he's done and what I've recognized about this team is it's not, it's
04:49a team that looks like a football team. Last year, they were undersized, especially when
04:53they traded Quinn and Williams. Now you look at Sweat, you look at Alma Mater, you look at
04:57all the size that you need to be able to survive in this league by stopping a run. They bring
05:02back to Mario Davis. Fifteen years he's been in the league. It's not so much about his
05:07physical abilities, his leadership qualities to come in and take a now young group and be
05:12able to, you know, help them mature and become professionals. And Gino represents that on
05:16the other side. I'd be remiss in not asking, even just listening to you right now. Obviously,
05:20your depth of knowledge of football is great. A couple of weeks ago, three or four weeks ago,
05:24I could turn on the local station here and hear you on ESPN radio. You are not with ESPN radio
05:29anymore.
05:30Are you planning any other sort of ventures in media? I mean, you've been a broadcaster for a while
05:34and a good one. Yeah, I know. Well, I appreciate that. Thank you. Almost 13 years, I believe,
05:39I've been doing this. And it has been a blessing. I never in my wildest dreams thought that I would
05:43be
05:44in the media. My background was, you know, economics and finance and going that way. But, you know,
05:49you never know what people see. And somebody saw that, hey, maybe people would listen to me or
05:53appreciate my football acumen. I appreciate that. But, you know, like most people, you understand it,
05:58you know, stages and, you know, you have different seasons in your life. And I thank ESPN for what
06:03they provided for me, a platform so people, I can still stay relevant because a lot of people
06:07that's 13 years removed, that's not relevant. But I got something cooking, you know what I'm saying?
06:11You got something. Okay. I'm like Michael Myers, man. You can't quite kill me.
06:14Well, I'm getting, all right, we're going to look out for you. But I am curious just about just the
06:17dynamics of athletes sort of having that broadcast ability or potential, I should say,
06:23because there's been a lot of speculation that one reason why ESPN did what they did is
06:27they're spending so, there's so much more money now that they have to spend just to get
06:30the rights, whether it's to the NFL or to other things. And maybe that means a little less for
06:35the on-air talent and analytics. Is that good? Is that the trend we're moving to?
06:39See, but on the flip side, I would say ESPN and all these streaming platforms are making you pay for
06:44what you used to get for free, right? So they can't cry broke over here when they got subscription-based
06:49programs. When you think about a playoff game, you know, I want to watch a playoff game and you see,
06:54I can go to CBS, Fox, or I can go to ESPN. And now I have to go to Peacock
06:58to stream it. I'm like,
06:59hold on, aren't you NBC? Shouldn't I be able to watch this for free? So we're not going to cry
07:03for
07:03these media outlets because they found ways to squeeze money out as well. I think what's really
07:09changing is athletes are taking control of their own message, right? When they're getting traded or
07:13going somewhere else, they're able to announce it. So now that takes a little bit of the power out of
07:17it.
07:18You know, and we're starting to get these, you know, the older generation are starting to,
07:22to, to, to phase away, right? It's a new generation and new generation has consumed,
07:27you know, knowledge and information differently. So they're not turning on the television.
07:32Do you think that the younger generation, I mean, just, let's just take LeBron who obviously kind
07:35of set the template for that years ago with his big decision to go to Miami and more recently now
07:39to go to Philadelphia, but you're seeing younger players now try to copy that sort of
07:45internal media model. I'm going to control my own media, but do you anticipate that maybe we'll
07:48see some of those folks actually partnering maybe with some of the platform type broadcasters?
07:53If, I mean, you know, LeBron's a singular, you know, absolutely. Absolutely. I think one of the
07:57things that's genius about, like say, somebody like Stephen A. Smith, what he's done is he's finding
08:03people that have their own audience, right? So when you think about what he did with club,
08:07with Shannon Sharp, right? And, you know, he had his own audience and of course, you know,
08:11that couldn't last because of, you know, whatever happened with him, but bringing Cam Newton on.
08:16So now you bring somebody that has an audience, has built a platform, their own platform with
08:20their own podcast. Now you bring them on, not only are you bringing them on for their acumen and for
08:25who they are, but you're bringing their audience along with you that gets more eyes, which you sell
08:29to more advertisers, which in turn brings more money in for the company. So I think that's something
08:34smart. And you see Draymond Green has his own podcast. Well, no coincidence that he's working with TNT
08:39because now when he brings that over, he's found his audience and they're going to follow him and
08:43consume everything that he does. Because we're in an era now where it used to be, you were loyal to
08:47the team. Now fans are loyal to the players, right? So they follow. So all those Los Angeles LeBron fans
08:54are going to follow him to Philadelphia because they're a fan of him. And he's touched so many
08:58people in LA. He touched so many people in Cleveland. So now you're bringing a fan base from different
09:02demographics and you're bringing them all and you're selling them whatever you want to sell them.
09:06All right. Well, Bart, it's great to have you here and just obviously listen to, I love listening
09:10to you on Carlin. So I'm sure you'll be somewhere soon again. I'm coming soon. You know, maybe you
09:15can, you know, be my co-host here on Bloomberg. Hey, that would be an honor. You heard it here
09:19first.
09:19Now we're going to hold him to it.
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