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Speaker 1: Bloomberg Audio Studios, Podcasts, radio News. This is Bloomberg Business

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Speaker 1: of Sports from Bloomberg Radio.

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Speaker 2: Welcome to a special edition of the Bloomberg Business of Sports,

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Speaker 2: where we explore the big money issues of the world sports.

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Speaker 2: Michael Barr, my colleague and Bloomberg Business of Sports reporter

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Speaker 2: Vanessa Verdomo magleone is out in France for the Candily

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Speaker 2: owned International Festival of Creativity and moderated a panel live

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Speaker 2: on stage dive into how smaller niche sports are earning

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Speaker 2: their way into the mainstream. She spoke with Miles Shawmley Watson,

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Speaker 2: an Olympic fencer and founder of World Fencing League, Sky Brown,

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Speaker 2: another Olympian and world champion skateboarder, Lee Davis, chief Marketing

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Speaker 2: officer at Sale GP, and Jimmy Stone, Vice president and

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Speaker 2: Global head of Creative Shop at METAW. Let's listen to

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Speaker 2: that conversation live on stage at the can Leone Festival.

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Speaker 3: I want to start off with you guys talking about

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Speaker 3: you know what everyone's definition of the word niche sports means, right,

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Speaker 3: And when we were talking before, Leah, you had mentioned

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Speaker 3: that you want to be able to take the negative

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Speaker 3: connotation out of the word niche tell us about that.

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Speaker 4: Yeah, I think listen, I think when you talk about

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Speaker 4: a niche sport, it immediately starts with it's only ever

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Speaker 4: going to be a really small sport to a close

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Speaker 4: group and a closed audience. And I guess for me,

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Speaker 4: I'm like, we've got to take that negativity out of it.

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Speaker 4: We at sale gp are we were founded five years

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Speaker 4: ago to really kind of redefine the world of sailane.

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Speaker 4: The sailinge traditionally as a sport has been a fairly

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Speaker 4: niche sport, you know, fairly elitist at times. And I

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Speaker 4: think what we're trying to do is not change that

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Speaker 4: sport but actually just use the sport of salane to

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Speaker 4: create our own canvas, like do something completely new. So

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Speaker 4: we're not trying to grow a niche sport. What we're

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Speaker 4: trying to do is just re establish this sport of

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Speaker 4: as a modern day like sports, entertainment, music and culture.

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Speaker 4: And I think looking at like today's funds, that's where

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Speaker 4: it's got to start with. The sporting product has to

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Speaker 4: be spot on, but it's got to offer so much

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Speaker 4: more than that. So for me, it's trying to kind

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Speaker 4: of break out of nache and say, actually, we're just

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Speaker 4: creating something totally new and something totally different that's really

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Speaker 4: relevant for today's funds and audience.

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Speaker 5: Yeah.

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Speaker 3: Absolutely, and miles throughout your career you've done a lot

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Speaker 3: to reintrod to introduce new audiences, like far beyond the

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Speaker 3: traditional fencing community. Did you always feel that sort of

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Speaker 3: responsibility to do that or why did you feel like

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Speaker 3: that you need wanted to do that.

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Speaker 6: Yes, that's a great question.

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Speaker 7: I think for me, obviously, the sport of fencing has

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Speaker 7: been you know, one of those more elita sports, kind

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Speaker 7: of hard to get into. Everyone thinks it's still the

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Speaker 7: parent trap and I'm like, no, we actually stab people

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Speaker 7: for a living. So for me, it was kind of

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Speaker 7: just the exposure and showing people that it's a real

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Speaker 7: combat sport. So once I started to win a lot,

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Speaker 7: I started to realize that not only is my duty,

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Speaker 7: but it's more of like an honor to be able

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Speaker 7: to create any roadmap for kids you know that now

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Speaker 7: can have league to be part of, but also just

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Speaker 7: more about fencing. And I think, like you said, it

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Speaker 7: comes down to all the funding. But hopefully, you know,

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Speaker 7: when I'm done competing, fencing will be a mainstream sport.

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Speaker 3: Yeah, oh I love that. So skyt tell us more

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Speaker 3: about how you do that with your sports, with skateboarding

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Speaker 3: and surfing, because I know one of the things that

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Speaker 3: you're passionate about is trying to get people to not

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Speaker 3: misunderstand what the culture of skateboarding and surfing is. Tell

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Speaker 3: us more about that, Yeah, for sure.

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Speaker 8: I mean I think a lot of people think about,

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Speaker 8: you know, skateboarding and surfing, you know, has really just

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Speaker 8: been a lifestyle for these many years, and maybe a

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Speaker 8: lot of people think that skateboarding is a sport that

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Speaker 8: a lot of the bad boys are doing. But you know, yeah,

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Speaker 8: now it's really growing and I'm growing with it and

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Speaker 8: it really is turning into so it's taken more seriously now.

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Speaker 8: And but yeah, I think I wanna change the way

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Speaker 8: of that and show that this can be something. This

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Speaker 8: is beautiful. Skateboarding is beautiful, surfing is beautiful. Really trying

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Speaker 8: to show that and change it to something that's really healthy.

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Speaker 8: I mean, I want to do it for as long

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Speaker 8: as I can, so need to take care of my body,

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Speaker 8: stay healthy, and yeah, change that and make it to

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Speaker 8: something you know good, it is something special.

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Speaker 3: So I think you still have a while to go right,

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Speaker 3: you're gonna hit a third Olympics before turning twenty years.

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Speaker 6: Sold by think you of a while too.

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Speaker 3: But I think with doing that, yeah, let's come it

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Speaker 3: Up's set it up for that. It's okay with doing

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Speaker 3: that though, and making sure that it is taking more seriously.

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Speaker 3: But how do you do that without taking out the

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Speaker 3: culture that is ingrained in it?

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Speaker 8: I think by you know, still being as naughty as

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Speaker 8: what you know the boys are being and the boys

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Speaker 8: are doing. I think if I can push the boundary

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Speaker 8: of the sport and show that I am being healthy

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Speaker 8: and taking care of myself, but it's because of that

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Speaker 8: that I can do this, and because I'm healthy, I

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Speaker 8: can you know, push the level and push these bounds.

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Speaker 8: I think that's where it comes together.

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Speaker 3: Yeah, I think one of the things that's interesting from

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Speaker 3: your perspective, Jimmy, is with niche sports. You know a

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Speaker 3: lot of the things on social media is about actually

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Speaker 3: finding your identity and using you know, uniqueness as your superpower.

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Speaker 3: How do you do that at meta?

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Speaker 9: Well, first of all, this is one of the coolest panels.

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Speaker 9: I haven't sitting and I will problems and this is

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Speaker 9: like I'm fans already on this. I think the issue

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Speaker 9: with niche, the conversation about Niche is actually where the

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Speaker 9: world is going. Everything is going into that sense, and

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Speaker 9: the reason for that is from I'm going to tell

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Speaker 9: you the our team is more like the alchemist that

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Speaker 9: understands the scientists, that understands how this interconnected ecosystem of

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Speaker 9: algorithm distribution. And so there's three forces that are combining here.

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Speaker 9: One is that proliferation of content is everywhere, it's increasing constantly.

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Speaker 9: Second is the written distribution and sophistication of the discovery

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Speaker 9: engines that is connecting the right content to the right

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Speaker 9: audience at the right time. And third is this sense

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Speaker 9: of personalization of content at scale and the need of everybody.

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Speaker 9: So that is creating an environment in which that uniqueness

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Speaker 9: of each individual is going to find somebody else. So

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Speaker 9: that's what I love about this panel is that it's

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Speaker 9: not just the sport, it's the person behind the sports,

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Speaker 9: the struggle, the vulnerability, it's really really what the algorithm

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Speaker 9: is actually pushing. So I'm very excited to hear from

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Speaker 9: you and learn from you.

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Speaker 3: And we're talking with two athletes who obviously do that

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Speaker 3: really well. Mouse you obviously probably I don't want to

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Speaker 3: diss anyone in your sport, but you have a lot

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Speaker 3: of followers for someone who is just came from a

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Speaker 3: sport of fencing, right, So how do you break out

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Speaker 3: from that? Like how did you find your voice? Like

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Speaker 3: Jimmy was saying on social that made you unique to

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Speaker 3: the sport of fencing, but also to more people than

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Speaker 3: just that.

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Speaker 6: Yeah, that's a good question.

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Speaker 7: I think for me, it was understanding, like you said

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Speaker 7: that being niche was actually like my gift. And I

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Speaker 7: think growing up, you know, I played football and I was, oh,

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Speaker 7: I'm a football player, but then I realized that there's

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Speaker 7: so many other people in that space already. So when

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Speaker 7: I started to realize that, oh, I'm a personal offencer,

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Speaker 7: it's black covered in tattoos, that's actually my gift. And

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Speaker 7: I think that's once I started to understand that. And

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Speaker 7: I'm sure you can test to that as well as

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Speaker 7: you know. Being the first person is obviously amazing thing

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Speaker 7: to do. But to create a new category of athletes

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Speaker 7: in fencing that of themselves, now, that to me is

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Speaker 7: like an amazing thing. So once I started to understand that,

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Speaker 7: after my first Olympics when I was eighteen, I was like,

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Speaker 7: oh wow, Okay, I think now I know what my

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Speaker 7: purpose is and it was taking the sport to a

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Speaker 7: new level by just being yourself. And I think that

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Speaker 7: was one of the things I had to learn was

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Speaker 7: that's actually my gift is being in a niche sport

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Speaker 7: and I'd rather be unknomally rather than just another stat.

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Speaker 3: Love that, Scott. Did you have something to add to that?

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Speaker 3: I feel like you you were Do you resonate with

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Speaker 3: all with what Miles was saying?

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Speaker 5: Oh?

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Speaker 8: One, you know, I you know, what I'm doing is

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Speaker 8: a way of expressing myself skateboarding and surfing. It's the

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Speaker 8: best way I can express myself and add my you

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Speaker 8: know style to it. And yeah, but yeah, to have

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Speaker 8: you know, not being not doing a mainstream sport, but

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Speaker 8: to have these many supporters and kind of gives me

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Speaker 8: a way to tell a story and help bleep the

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Speaker 8: way of my sport. And yeah, something.

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Speaker 9: Really Yeah, Leah.

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Speaker 3: One of the things that sale GP does really well

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Speaker 3: is content creation. Obviously you have a lot of different

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Speaker 3: avenues for that, but also you work with and a

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Speaker 3: lot of your investors are celebrities that have big followings

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Speaker 3: as well. Tell me more about that. Can you tell

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Speaker 3: us a little bit about using their influence to enhance

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Speaker 3: the sport of sales GP as well?

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Speaker 4: Yeah, I mean who would have thought five years ago

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Speaker 4: Ryan Reynold's huge jackman killing and Babe and Hathaway, Isa Ray,

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Speaker 4: like the list goes on. All of these people traditionally

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Speaker 4: you would have never associated with the sport of sailing

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Speaker 4: or with each other or exactly yeah, exactly, But I

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Speaker 4: think that's the beauty and it's a real privilege actually,

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Speaker 4: you know, if we go back to the niche sport

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Speaker 4: thing of like being able to rewrite the rules, and

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Speaker 4: you know, we have created a whole new concept that

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Speaker 4: all of these kind of very shrewd investors and you know,

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Speaker 4: people who are medium machines in their own right, they've

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Speaker 4: seen the opportunity of what this is. They've seen the

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Speaker 4: fact that we've created a sport for a modern day

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Speaker 4: broadcast fan, and they've seen that they can be absolutely

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Speaker 4: a driving force to be part of creating that. So yeah,

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Speaker 4: I mean, without a doubt, we had Ryan Reynolds on

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Speaker 4: our boat a few weeks ago in in Bermuda, and

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Speaker 4: like there's no script once you put Ryan Reynolds on

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Speaker 4: a flying boat at one hundred kilometers an hour and

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Speaker 4: just tell them to like strap in and enjoy the rides,

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Speaker 4: which which is the only briefing that he got. So

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Speaker 4: you know, his response and his reaction was one hundred

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Speaker 4: percent genuine. And I think that's what you see. IT'SGP

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Speaker 4: irrespective of who it is, you know, the content creators,

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Speaker 4: the owners, the people who come across our sport. They

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Speaker 4: see that it is high octane, fast paced, but also

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Speaker 4: something new. And I think in today's world, you know,

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Speaker 4: you talk about the media fragmentation, the fact that it

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Speaker 4: is new gives us that cut through as well to

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Speaker 4: a large extent.

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Speaker 3: Yeah, I think that's the really interesting thing in the

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Speaker 3: differentiator between sales GP and maybe fencing and skateboarding is

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Speaker 3: that it's so new and creating something new. How do

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Speaker 3: you do that while educating and not being too boring

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Speaker 3: about it?

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Speaker 1: Though?

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Speaker 3: Yeah, an interesting way.

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Speaker 4: Yeah, Like it's difficult, right, but also I genuinely feel

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Speaker 4: like it's such a privilege to rewrite the rules of

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Speaker 4: one of the world's most traditional sports. You know, we

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Speaker 4: were born out of America's Cup. Are My CEO at

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Speaker 4: won America's Cup five times and decided he wanted to

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Speaker 4: rewrite the rules. So you know, there's an element of

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Speaker 4: how much, which you know, do you pay to that

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Speaker 4: legacy versus how much do you just be a pioneer

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Speaker 4: and pave the way. And I think for us it's

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Speaker 4: it comes with a level of responsibility but also a

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Speaker 4: huge amount of freedom to say, right, if we're to

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Speaker 4: do this today, how do we do this in an

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Speaker 4: interesting way that not only attracts the kind of investors

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Speaker 4: you saw, but we have to maintain the best athletes

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Speaker 4: in the world, and we've got to do it in

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Speaker 4: a way that is going to break sailing out of

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Speaker 4: you know, its traditional audience. So you know, if you

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Speaker 4: watch our sports or if you come to our events, A,

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Speaker 4: you'll be sitting in a beach club that serves the

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Speaker 4: best cocktails. B you'll be hearing about the drivers turning

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Speaker 4: the boats left and right. So the days of talking

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Speaker 4: about skippers tacking and jibing and you know that language

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Speaker 4: that was quite exclusive and maybe a little bit you know, Yeah,

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Speaker 4: we've just tried to open the whole thing up. So

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Speaker 4: our audience is a racing minded sports fan who wants

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Speaker 4: to come to a bucket list sporting event.

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Speaker 3: Yeah, well, when we're talking about rewriting the rules for

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Speaker 3: a sport, we obviously have to talk about miles. We

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Speaker 3: have to talk about World Fencing League and what you're

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Speaker 3: doing there. How did you write rewrite the rules of

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Speaker 3: tennis for that, I mean, sorry for fencing.

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Speaker 7: I was like, tennis, I'm not going that next. Well,

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Speaker 7: I think for me, like fencing is the oldest sport

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Speaker 7: in the Olympiad. It's fencing, athletics and wrestling. So I

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Speaker 7: realized that hasn't changed in hundreds of probably thousands of years.

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Speaker 7: So I figured, if someone's watching a fencing match, the

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Speaker 7: hardest thing is people to understand what's going on. Right,

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Speaker 7: people are stabbing each other, but there's two lights, and

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Speaker 7: I was like, my mom's cheering for me and my point.

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Speaker 6: So I'm all right, I need to figure out how

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Speaker 6: we can make it so that people can understand.

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Speaker 7: So we flew to Japan bought this new technology from DNSI,

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Speaker 7: which is which basically it's AI blade tracking, so they

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Speaker 7: can track the fencing foil so it looks like kind

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Speaker 7: of like a video game. Someone gets hit, it explodes

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Speaker 7: in the chest. So now people can understand what's going

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Speaker 7: on fencing which is one of the first kind of

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Speaker 7: things I wanted to attack and me own the rights

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Speaker 7: to the technology for the next four years, so you know,

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Speaker 7: the Olympics want to use it, we gotta pay me.

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Speaker 7: But this is one of the first things to me

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Speaker 7: was how do we get a new audience in in

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Speaker 7: the sport fencing.

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Speaker 6: Because it's still a little bit up at the elite.

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Speaker 7: It's kind of hard to get into. And then I figured, okay,

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Speaker 7: I need to bring a whole new culture to the sport,

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Speaker 7: which you know you're doing as well. And once I

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Speaker 7: started to do that, the sport started to grow. And

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Speaker 7: then we had one point eight million people watching fencing

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Speaker 7: at the debut, which is more more than the Olympics.

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Speaker 7: So we showed that we have a product now and

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Speaker 7: now the fun part starts. So yeah, it's really exciting.

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Speaker 7: But we changed the whole rules. Instead of fifteen points,

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Speaker 7: it's two minutes. And then yeah, we added timeouts. We

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Speaker 7: add you can take off your helmet, you can scream,

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Speaker 7: because you.

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Speaker 6: Know I don't for you.

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Speaker 7: But if I take my mask off at the Olympics,

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Speaker 7: I got a yellow card. This makes no sense to me.

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Speaker 7: On my ive, got you know, a pretty good face

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Speaker 7: in it, so shut it up. And then now we

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Speaker 7: can kind of just do whatever we want. So, like

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Speaker 7: you said, we can change the rules. We're gonna add

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Speaker 7: a new camera system in the mask. So for me

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Speaker 7: owning a league and being in the league, it's you know,

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Speaker 7: a double sided soul.

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Speaker 6: But it's really really fun to create something for the future.

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Speaker 3: Double sided sword. Got it? We got your pun there, mouths, yes, exactly.

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Speaker 9: It's only one Jimmy.

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Speaker 3: I want to talk to you, you know, and get

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Speaker 3: your opinion here about we're talking a lot about, you know,

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Speaker 3: building a brand and creating the content and doing all that.

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Speaker 3: But from a you know, real standpoint, have you seen

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Speaker 3: people do this in the wrong way and what's the

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Speaker 3: way people can learn from it?

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Speaker 5: Actually?

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Speaker 9: Yes, So first of all, I think that already in

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Speaker 9: this panel you start to get the sense of the intricacies,

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Speaker 9: the interesting things.

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Speaker 6: It's not just the sport.

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Speaker 9: What is culture Really, Culture is just a series of

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Speaker 9: soap cultures that builds the culture of today. And what

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Speaker 9: we're seeing from an algorithm perspective and seeing how things

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Speaker 9: are building is that people follow the people behind the

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Speaker 9: emotional resonance of the people behind the sports.

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Speaker 6: That's how you start to build.

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Speaker 9: Then that culture builds by people build subculture that creates

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Speaker 9: the culture of today. So what I see with the

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Speaker 9: I would say creators if you will, or people that

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Speaker 9: are following the sport. You are the sport, but at

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Speaker 9: the same time you are you doing the sport, you

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Speaker 9: are you suffering through I saw one of your posts

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Speaker 9: about you said something in the lines of you know,

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Speaker 9: I love the skateboard, but sometimes the concrete also kisses me,

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Speaker 9: and you were bleeding that. So that's the type of

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Speaker 9: thing and probably that was a good engagement. Correct, that's

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Speaker 9: because people are looking for the humanity behind the algorithm.

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Speaker 9: Everybody looks at the algorithm and say, oh, the algorithm.

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Speaker 9: This is how you have to do the algorithm. The

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Speaker 9: algorithm other than doing multiplicity of assets and do the

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Speaker 9: assets in the correct format, it does not look at

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Speaker 9: anything else other than engagement. And what engages people is

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Speaker 9: the humanity of behind the content. So I am seeing

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Speaker 9: your content and you're doing an amazing job.

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Speaker 3: Yeah, that's oh, that's really nice. And obviously, like as

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Speaker 3: we want to a note for Sky and for Miles,

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Speaker 3: I mean it's got you have over a million followers,

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Speaker 3: right and obviously being able to do something on the

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Speaker 3: world stage that was never done before. I mean that

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Speaker 3: that helps, I would imagine, But for you, and like

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Speaker 3: from what Jimmy was saying, how did you find your

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Speaker 3: voice in that way and make sure that you're telling

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Speaker 3: your story but it's and it's you're true to yourself,

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Speaker 3: but you're also showcasing the sport. How do you do

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Speaker 3: that for yourself? And was it a struggle of finding

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Speaker 3: it for you or what did it come naturally for me?

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Speaker 8: I've the biggest thing for me, it was always to

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Speaker 8: tell a story and to inspire. That's been my goal

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Speaker 8: since the beginning. You know, I grew up in a

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Speaker 8: small town. There wasn't especially girls. You know, they were

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Speaker 8: too scared to go outside and play with the boys.

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Speaker 8: And I'm like, dude, like they're having all the fun,

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Speaker 8: Like this is not fair. So I've always just like

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Speaker 8: had a fire in my heart to say and tell

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Speaker 8: a story and inspire especially girls. And yeah, you know,

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Speaker 8: given the followers definitely feel it gives me a way

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Speaker 8: to tell a good story. And yeah, everything I post,

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Speaker 8: I mean everything that I show on there, I it

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Speaker 8: means something. Yeah, falling, it's just not showing showing that,

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Speaker 8: you know, I'm just a girl just like everyone else

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Speaker 8: and that they can do it too, and you know

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Speaker 8: that it's not always Everything you see on social media

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Speaker 8: is the best sides of people's lives, and you know,

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Speaker 8: I want to show that I am just human. You know,

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Speaker 8: I'm falling, I'm gonna trip sometimes and I'm gonna bleed,

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Speaker 8: I'm you know, but this is that's life and that Yeah,

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Speaker 8: that's my story and I'm gonna show it and yeah,

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Speaker 8: but yeah, having you know, followers, definitely, I feel like

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Speaker 8: I have a responsibility to spread a positive message and yeah,

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Speaker 8: represent who I am and my sport.

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Speaker 3: Well, Miles, how do you walk that balance as well

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Speaker 3: of showing the humanity side of you or the sport

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Speaker 3: or anything that you're doing, as well as the really

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Speaker 3: cool stuff that you also get to do.

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Speaker 7: I mean, I mean that's good enough for you know, Sky,

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Speaker 7: She's literally seventeen years old, when when I was seventeen,

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Speaker 7: I was a loose cannon.

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Speaker 6: So you're doing phenomenal.

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Speaker 7: But you know, like she's inspiring a whole new generation

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Speaker 7: of women, not even just skateboarders. I think that's pretty amazing.

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Speaker 7: That's someone at seventeen can do that, and I know

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Speaker 7: that since she was thirteen.

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Speaker 6: It's crazy. So I'm proud of you.

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Speaker 5: Yeah, so much love up here on this stage. So

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Speaker 5: my Adhd, what'd you say for you showing the humanity,

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Speaker 5: the humanity side of you and what you go through

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Speaker 5: as well?

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Speaker 7: Yeah, I think she said perfectly, like, even though you know,

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Speaker 7: you know I've won a lot and stuff, I'm literally

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Speaker 7: the same person I was when I was twelve years old,

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Speaker 7: just six five covenant tattoos. So I think if you

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Speaker 7: can still keep that human normal side to you, I

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Speaker 7: think that's the best recipe.

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Speaker 8: Right.

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Speaker 7: I think just because I've got more things going on

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Speaker 7: doesn't mean anything.

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Speaker 6: I'm not better than anybody else.

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Speaker 7: So I think when people meet me, like, oh, you're

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Speaker 7: a nice guy, I'm like, yes, bro, what do you mean?

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Speaker 6: Just like you?

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Speaker 7: So I think I've always tried to give my time

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Speaker 7: to kids and just help them out. And if I

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Speaker 7: can be an inspiration for them, that's bigger than winning

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Speaker 7: any medal. For me, it's changing a whole new generation

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Speaker 7: of kids. That's one of my biggest inspirations for sure.

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Speaker 3: And for you, I mean, you're just talking about how

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Speaker 3: the world fencingly you're able to take your mask off

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Speaker 3: and stuff like that. How important is that to actually

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Speaker 3: be able to show your face is show the emotion

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Speaker 3: that you guys go through on the playing map.

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Speaker 7: Yeah, I think it just shows people that it's a

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Speaker 7: real combat sport, right. I think when you see fencing

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Speaker 7: in real life, you realize we have swords in our hands.

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Speaker 7: It's literally like who's the best person. So it's a

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Speaker 7: pretty cool sport. But you only see it every four

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Speaker 7: years or in watching The Parent Trap or Princess Bride.

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Speaker 7: So I was like, Okay, we need to figure out

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Speaker 7: a new way to make it so kids and parents

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Speaker 7: can invest in themselves and say, okay, I've got an angle,

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Speaker 7: I can make money, and I can do something than

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Speaker 7: just do fencing just to get into a college or

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Speaker 7: a school. So that's been a really really nice blessing

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Speaker 7: to learn. And like you said, like fencing a niche sport,

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Speaker 7: but when you see it in real life you realize

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Speaker 7: that it's a mainstream sport.

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Speaker 6: It was a means of survival.

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Speaker 7: So just like you know, showing people what fencing really

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Speaker 7: is at the core is something that I've always just

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Speaker 7: tried my best to do and the message, like you said,

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Speaker 7: it's everything I post is truly me. I think that's

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Speaker 7: how we get our own special you know, fan base,

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Speaker 7: because I am a professional fencer, but I think I

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Speaker 7: can relate to people from what walks of life as well.

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Speaker 3: Yeah, Leah, with sales GP, I mean you can see

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Speaker 3: their faces, right, but they are kind of out there,

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Speaker 3: especially when you're watching the broadcast from the far away

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Speaker 3: or when you're watching from.

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Speaker 5: If you're actually there.

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Speaker 3: So how do you showcase the athletes, tell their stories

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Speaker 3: and make sure that people become fans of them as well?

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Speaker 3: What kind of what Jimmy was saying.

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Speaker 4: Yeah, I mean, gone are the days where sailing is

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Speaker 4: miles out from the shore. Like we build race stadiums

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Speaker 4: that are five meters from the foil of the boat

437
00:21:06,840 --> 00:21:10,119
Speaker 4: that will be racing straight at you. So actually the proximity,

438
00:21:10,160 --> 00:21:12,920
Speaker 4: you can see their faces on the boat as they're

439
00:21:13,000 --> 00:21:15,159
Speaker 4: racing by one miles one hundred klometers an hour. So

440
00:21:15,200 --> 00:21:18,480
Speaker 4: from that point of view, it is completely disrupting what

441
00:21:18,640 --> 00:21:21,480
Speaker 4: the traditional view of sailing is. But yeah, I mean,

442
00:21:21,520 --> 00:21:23,640
Speaker 4: without a doubt, I guess you know, our view from

443
00:21:23,640 --> 00:21:26,080
Speaker 4: a content point of view is that a we've got

444
00:21:26,080 --> 00:21:29,560
Speaker 4: to create the best experience in the world that drives

445
00:21:29,600 --> 00:21:32,800
Speaker 4: fame for people wanting to come and spend their time

446
00:21:32,880 --> 00:21:35,359
Speaker 4: and part with their cash and bring their kids on

447
00:21:35,400 --> 00:21:38,560
Speaker 4: the weekend. So that on site experience needs to be

448
00:21:38,760 --> 00:21:41,480
Speaker 4: world class, it needs to be innovative, and it needs

449
00:21:41,480 --> 00:21:44,800
Speaker 4: to drive this like level of talkability that helps with

450
00:21:44,840 --> 00:21:48,360
Speaker 4: that fame and fandom. But not everyone who's a fan

451
00:21:48,400 --> 00:21:50,399
Speaker 4: of SALGP is going to be there on the ground.

452
00:21:50,560 --> 00:21:52,879
Speaker 4: So more often than not, it's the audience. It's the

453
00:21:53,000 --> 00:21:56,120
Speaker 4: ninety nine percent of those who aren't actually in attendance

454
00:21:56,119 --> 00:21:58,119
Speaker 4: that we're trying to drive as well. So from that

455
00:21:58,200 --> 00:22:00,760
Speaker 4: point of view, it's the athletes, it's the teams. It's

456
00:22:00,800 --> 00:22:04,359
Speaker 4: the stories that we have amongst all of our teams

457
00:22:04,400 --> 00:22:06,359
Speaker 4: that are really the driving force. And it's how do

458
00:22:06,440 --> 00:22:10,439
Speaker 4: we create interesting narratives that will get people in but

459
00:22:10,440 --> 00:22:12,880
Speaker 4: then keep them in. And I think, you know, one

460
00:22:12,920 --> 00:22:16,040
Speaker 4: of the many unique things about SELGP is that, you know,

461
00:22:16,119 --> 00:22:18,919
Speaker 4: to touch on Sky's point, we've got men and women

462
00:22:19,160 --> 00:22:22,080
Speaker 4: on the boat together, so we've got mixed gender teams

463
00:22:22,280 --> 00:22:25,080
Speaker 4: and yeah, I think that's a real disruptor. So you

464
00:22:25,080 --> 00:22:28,240
Speaker 4: look at our Brazilian team, so we've got thirteen teams.

465
00:22:28,240 --> 00:22:31,200
Speaker 4: When the drivers line up, there's twelve men and there's

466
00:22:31,359 --> 00:22:35,520
Speaker 4: one badass female driver who is driving the Brazilian team.

467
00:22:35,960 --> 00:22:38,520
Speaker 4: And I think that level of disruption creates this level

468
00:22:38,520 --> 00:22:41,439
Speaker 4: of interest in terms of well, actually female athletes can

469
00:22:41,480 --> 00:22:43,240
Speaker 4: be pretty good at this as well. And I think

470
00:22:43,920 --> 00:22:47,160
Speaker 4: the element of how we've creative created kind of innovative

471
00:22:47,160 --> 00:22:49,879
Speaker 4: elements within the within the league, and gender just been

472
00:22:49,920 --> 00:22:52,520
Speaker 4: one of those gives us that permission to kind of

473
00:22:52,600 --> 00:22:54,040
Speaker 4: keep people entertained and engaged.

474
00:22:54,520 --> 00:22:58,000
Speaker 3: Very different especially for a motorsport, right exactly. People say

475
00:22:58,200 --> 00:23:00,480
Speaker 3: a lot of the time, the criticism watersport is why

476
00:23:00,880 --> 00:23:03,800
Speaker 3: can't they be on the same playing field men and women?

477
00:23:03,920 --> 00:23:06,520
Speaker 4: Yeah, exactly, And I think you know, as you if

478
00:23:06,520 --> 00:23:08,959
Speaker 4: you get down the rabbit hole of our sport, you know,

479
00:23:09,080 --> 00:23:11,800
Speaker 4: all sport is about marginal gains and how can you

480
00:23:11,880 --> 00:23:16,000
Speaker 4: get that half you know, millimeter or half a centimeter

481
00:23:16,119 --> 00:23:20,160
Speaker 4: or half a second. And actually, we've got the most

482
00:23:20,240 --> 00:23:23,040
Speaker 4: data in our sport. You know, We've got thirty million

483
00:23:23,119 --> 00:23:26,280
Speaker 4: data points that come off these boats every five seconds,

484
00:23:26,520 --> 00:23:28,879
Speaker 4: and all of that data is shared with all of

485
00:23:28,880 --> 00:23:33,280
Speaker 4: the teams. So unlike F one, it is a total

486
00:23:33,359 --> 00:23:36,359
Speaker 4: level playing field. And actually through all of that data

487
00:23:36,440 --> 00:23:39,560
Speaker 4: and the thousands and thousands of hours that the coaches

488
00:23:39,600 --> 00:23:42,280
Speaker 4: and the trainers go to kind of mine that there's

489
00:23:42,359 --> 00:23:46,879
Speaker 4: absolutely elements where the female strategist or other positions on

490
00:23:46,920 --> 00:23:49,640
Speaker 4: the boat are superior than men. So I think it's

491
00:23:49,640 --> 00:23:52,160
Speaker 4: the collective of the team on the boat that makes

492
00:23:52,160 --> 00:23:55,040
Speaker 4: it really interesting. And in our sport, you've got nowhere

493
00:23:55,080 --> 00:23:57,399
Speaker 4: to hide because the data is there for everyone to see.

494
00:23:57,600 --> 00:24:01,960
Speaker 3: Yeah, Jimmy, from a create native perspective and the way

495
00:24:02,080 --> 00:24:06,560
Speaker 3: people can approach this different leagues, different athletes and all that,

496
00:24:06,600 --> 00:24:08,959
Speaker 3: what's your advice for them and how they can be

497
00:24:09,040 --> 00:24:11,760
Speaker 3: more creative? You know, because obviously everyone's trying to do

498
00:24:12,280 --> 00:24:14,600
Speaker 3: the same thing. Everyone's trying to grow their fans, everyone's

499
00:24:14,600 --> 00:24:16,600
Speaker 3: trying to grow their audience. And I think a lot

500
00:24:16,600 --> 00:24:18,480
Speaker 3: of the time people for the last few years people

501
00:24:18,480 --> 00:24:20,600
Speaker 3: were thinking, well, just do a drive to survive sort

502
00:24:20,640 --> 00:24:23,800
Speaker 3: of similar thing, and it didn't really work out that

503
00:24:23,840 --> 00:24:26,439
Speaker 3: way for everyone. So what's something that people can do

504
00:24:26,560 --> 00:24:29,040
Speaker 3: in a more creative light that you think will help

505
00:24:29,080 --> 00:24:29,720
Speaker 3: them for their audience.

506
00:24:29,760 --> 00:24:33,639
Speaker 9: They Drive to Survive it was a way for in

507
00:24:33,680 --> 00:24:37,359
Speaker 9: a big scale to go into that that you're talking

508
00:24:37,359 --> 00:24:42,120
Speaker 9: about the incredible amount of precision and data and the

509
00:24:42,160 --> 00:24:44,680
Speaker 9: nerdiness of each of that content. So what I will

510
00:24:44,720 --> 00:24:47,080
Speaker 9: say if you don't have that kind of level or breakthrough,

511
00:24:47,440 --> 00:24:51,600
Speaker 9: that really breakthrough is to start to break the sports

512
00:24:51,640 --> 00:24:55,040
Speaker 9: in the drama of the data and creating different types

513
00:24:55,080 --> 00:24:59,919
Speaker 9: of entry points. Remember, the algorithm operates by engagement correct

514
00:25:00,600 --> 00:25:04,679
Speaker 9: and because it's an AI distribution system, it needs a

515
00:25:04,720 --> 00:25:07,680
Speaker 9: lot of creative diversification. So a lot of different type

516
00:25:07,680 --> 00:25:10,879
Speaker 9: of content and the algorithm will find the content that

517
00:25:10,880 --> 00:25:11,639
Speaker 9: people want to do.

518
00:25:11,760 --> 00:25:14,680
Speaker 6: So take your the ethos of what is.

519
00:25:14,640 --> 00:25:17,520
Speaker 9: Your brand if it's your brand, or is the brand

520
00:25:17,560 --> 00:25:21,479
Speaker 9: connecting to a creator or your persona and break it

521
00:25:21,600 --> 00:25:27,119
Speaker 9: in multiple expressions. And that's how you're going to expand

522
00:25:27,720 --> 00:25:31,399
Speaker 9: your audience using the algorithm by using the expression. So

523
00:25:31,440 --> 00:25:33,920
Speaker 9: for example, look at the post that you do when

524
00:25:33,960 --> 00:25:36,399
Speaker 9: you are breaking a record or when you are doing

525
00:25:36,440 --> 00:25:40,640
Speaker 9: something amazing is different than the content that is you

526
00:25:41,640 --> 00:25:43,840
Speaker 9: with blood coming down your chicks, you know.

527
00:25:43,920 --> 00:25:45,240
Speaker 6: So it's just.

528
00:25:45,080 --> 00:25:49,600
Speaker 9: Your full spectrum of your sports, your brand, or your

529
00:25:49,640 --> 00:25:53,000
Speaker 9: individual is the maximum the best way to maximize the

530
00:25:53,000 --> 00:25:53,760
Speaker 9: discover re engine.

531
00:25:54,760 --> 00:25:57,880
Speaker 3: Before we go here, I do want to note another

532
00:25:58,680 --> 00:26:01,560
Speaker 3: record or another thing that you're trying to do Sky

533
00:26:01,840 --> 00:26:04,919
Speaker 3: is trying to compete in two different sports at the

534
00:26:04,960 --> 00:26:07,800
Speaker 3: twenty twenty eight Olympics. You'll be the first time someone

535
00:26:07,840 --> 00:26:09,440
Speaker 3: would able to do that. And I don't want to

536
00:26:09,520 --> 00:26:12,959
Speaker 3: jinx you, of course, but why is it something that

537
00:26:13,000 --> 00:26:16,160
Speaker 3: you were passionate about trying to do well?

538
00:26:16,200 --> 00:26:19,280
Speaker 8: First of all, I'm super passionate about both the sports.

539
00:26:19,960 --> 00:26:23,919
Speaker 8: I did miss Paris for surfing by one spot, so

540
00:26:24,000 --> 00:26:27,119
Speaker 8: that put in so you have a little bit of

541
00:26:27,280 --> 00:26:30,119
Speaker 8: fire now now a lot of fire now to just

542
00:26:30,840 --> 00:26:35,800
Speaker 8: make it. And yeah, so it's to push that boundary

543
00:26:35,840 --> 00:26:38,760
Speaker 8: as well. And like I said, it's always been about

544
00:26:38,840 --> 00:26:41,160
Speaker 8: to tell a story and to inspire. And I think

545
00:26:41,640 --> 00:26:45,480
Speaker 8: to show that I can, I'm if I'm able to

546
00:26:45,520 --> 00:26:47,600
Speaker 8: do it, and I'm gonna try my best, and if

547
00:26:47,640 --> 00:26:50,360
Speaker 8: I do it, I think it will say a lot

548
00:26:50,400 --> 00:26:53,480
Speaker 8: and show a lot to the people. I'm trying to

549
00:26:53,520 --> 00:26:55,760
Speaker 8: tell a story too. And yeah, I mean my brother also,

550
00:26:57,040 --> 00:27:01,120
Speaker 8: he's fourteen and he just tried his first Olympic cal

551
00:27:01,240 --> 00:27:05,600
Speaker 8: fire last week. And yeah, that's also something really sad amazing.

552
00:27:05,880 --> 00:27:07,400
Speaker 6: Hopefully might have time you guys there.

553
00:27:07,680 --> 00:27:13,960
Speaker 3: Yeah awesome, Yeah, yeah, yeah, hits up. HiT's up. Yeah, yes,

554
00:27:14,000 --> 00:27:16,199
Speaker 3: all right, myles. As we're ending here, I want you

555
00:27:16,240 --> 00:27:18,720
Speaker 3: to give everyone the elevator pitch. Why should they pay

556
00:27:18,720 --> 00:27:21,760
Speaker 3: attention to fencing and World Fencing League next.

557
00:27:21,720 --> 00:27:24,280
Speaker 6: Because I'm in it exactly. No.

558
00:27:26,040 --> 00:27:28,600
Speaker 7: Well, I think it's a time for change in my

559
00:27:28,600 --> 00:27:30,560
Speaker 7: sport for the first time. I think with a new

560
00:27:30,600 --> 00:27:33,679
Speaker 7: technology and just everything that's coming up, I think for

561
00:27:33,720 --> 00:27:36,280
Speaker 7: the first time, people can become a professional sport of

562
00:27:36,280 --> 00:27:39,399
Speaker 7: fencing besides me and my goal is to get a

563
00:27:39,400 --> 00:27:40,440
Speaker 7: million kids fencing by.

564
00:27:40,400 --> 00:27:42,480
Speaker 6: LA twenty twenty eight. I'll be there with you too.

565
00:27:43,520 --> 00:27:46,520
Speaker 7: Uh and yeah, We're gonna change the sport of fencing forever.

566
00:27:46,600 --> 00:27:49,919
Speaker 7: So get ready for my second one in November and

567
00:27:49,960 --> 00:27:50,920
Speaker 7: then I'll see you all there.

568
00:27:51,400 --> 00:27:54,280
Speaker 3: Amazing, Thank you guys so much. It's been amazing chatting

569
00:27:54,280 --> 00:27:54,639
Speaker 3: you guys.

570
00:27:55,880 --> 00:27:59,240
Speaker 2: That was our own Vanessa Perdomo Magleone moderating a panel

571
00:27:59,320 --> 00:28:03,119
Speaker 2: at the Candley Own Festival with Miles Shomley Watson, an

572
00:28:03,160 --> 00:28:07,159
Speaker 2: Olympic fencer and founder of World Fencing League, Sky Brown,

573
00:28:07,320 --> 00:28:12,200
Speaker 2: another Olympian and world champion skateboarder, Lee Davis, chief marketing

574
00:28:12,240 --> 00:28:15,879
Speaker 2: officer at Sale GP, and Jimmy Stone, Vice president and

575
00:28:15,920 --> 00:28:19,240
Speaker 2: global head of Creative Shop at Meadow. And that does

576
00:28:19,280 --> 00:28:22,720
Speaker 2: it for this special edition of The Bloomberg Business of Sports.

577
00:28:23,000 --> 00:28:26,800
Speaker 2: Make sure you subscribe now so you will never miss

578
00:28:26,840 --> 00:28:30,119
Speaker 2: an episode, and be sure to catch our weekly podcast

579
00:28:30,160 --> 00:28:33,200
Speaker 2: every Friday. I'm Michael Barr. You are listening to The

580
00:28:33,200 --> 00:28:36,680
Speaker 2: Bloomberg Business of Sports Bloomberg Radio of Brown the world