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Speaker 1: This is Bloomberg Business of Sports. The world changing and

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Speaker 1: what are things we can do to transform our business

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Speaker 1: and engage our fans globally in different ways. People are

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Speaker 1: using their name and likeness to create more opportunities, more

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Speaker 1: stakes and companies. In order to turn the organization around,

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Speaker 1: we had to turn it around not only just on

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Speaker 1: the baseball operations side, but other business operations side well,

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Speaker 1: and any other sport is very difficult, but I like

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Speaker 1: to blot my horizons and be able to expand. Sports

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Speaker 1: need to be consumed a lot and not to the

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Speaker 1: big competitive advantage for in artual property holders of sports

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Speaker 1: content in the media landscape. Bloomberg Business of Sports from

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Speaker 1: Bloomberg Radio. Hi everyone, I'm Jason Kelly, and I'm Mike

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Speaker 1: Lynch and I'm Michael Barr And this is the Bloomberg

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Speaker 1: Business of Sports podcast. We explore the big money issues

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Speaker 1: in the world of sports and guys, Yeah, I'm really

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Speaker 1: excited about today's conversation because we're twisting the prism a

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Speaker 1: little bit, as they say. You know, we spent a

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Speaker 1: lot of time on this program talking to team owners,

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Speaker 1: talking to players, but we also talk a lot about

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Speaker 1: the money underneath this massive global sports industry and the

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Speaker 1: sponsorship side. We talk about it a lot, but rarely

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Speaker 1: do we get a chance to really talk to one

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Speaker 1: of the most influential sponsors across a number of sports,

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Speaker 1: and today we are going to talk with one such person.

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Speaker 1: Paul Cannot. He is kpmgs U s CEO and chairman.

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Speaker 1: He joins us from the great state of Texas. Paul,

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Speaker 1: Really nice to have you with us. Yeah, it's great

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Speaker 1: to be here today. Thanks for asking me to be here.

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Speaker 1: All right, So let's get into something very timely, which

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Speaker 1: is we are literally talking to you just on the

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Speaker 1: heels of a big, big golf tournament that you had

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Speaker 1: your name on in the on the l p G

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Speaker 1: A side of things, the Women's p g A Championship. Uh,

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Speaker 1: tell us about that tournament and what it sort of

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Speaker 1: means in the portfolio for for KPMG. Absolutely. I just

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Speaker 1: returned late last night from Atlanta, where KPMG hosted or

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Speaker 1: were the title sponsor for the KPMG Women's PGA Championship.

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Speaker 1: What a phenomenal week it was. And it's not just

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Speaker 1: a golf tournament. So when we had this vision in

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Speaker 1: two fifteen of being the title sponsor for the KPMG

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Speaker 1: Women's PGA Championship. We didn't want to just post or

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Speaker 1: sponsor golf tournament. We wanted to make it really special.

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Speaker 1: So the commitment we had that we worked out with

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Speaker 1: the LPGA Tour and the PGA of America was that

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Speaker 1: we would hold this major tournament on storied golf courses,

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Speaker 1: so golf courses that have held men's major's events, and

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Speaker 1: for instance, the Atlanta Athletic Club has had one US Open,

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Speaker 1: three men's p g A Championships, so we one of

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Speaker 1: these women. We want to elevate these women in the

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Speaker 1: game of golf, so we wanted them to be on

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Speaker 1: these storied golf courses. We also wanted the purse sizes

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Speaker 1: to be significant, and since two fifteen, the size of

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Speaker 1: the purse has doubled for the Women's PGA Championship this

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Speaker 1: year to four point five million dollars. And very importantly too,

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Speaker 1: we wanted the women to have the same kind of

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Speaker 1: coverage than men had in terms of network TV coverage.

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Speaker 1: So Saturday and Sunday both three hours of live coverage

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Speaker 1: of the event, twenty four hours of total coverage between Peacock,

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Speaker 1: the streaming service the Golf Channel and NBC, so we

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Speaker 1: are just so proud to be the title sponsor of

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Speaker 1: this event. We elevate the women by putting them on

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Speaker 1: this platform. Couldn't be happier about it. But you know,

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Speaker 1: it's not just the commitment to women on the course.

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Speaker 1: We also had this really incredible idea back in two

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Speaker 1: thousand fifteen to elevate women off the course to so

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Speaker 1: in conjunction with the Women's PGA Championship, we also hold

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Speaker 1: the KPMG KMPMG Women's Leadership Summit the day before the

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Speaker 1: Championship starts, and this year we've brought almost three women

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Speaker 1: rising women executives from a hundred leading brands together to

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Speaker 1: participate in the Leadership Summit to try to bate elevate

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Speaker 1: women in business. They heard from speakers on Wednesdays, such

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Speaker 1: as the award winning director and writer Patty Jenkins, most

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Speaker 1: recently The Wonder Woman Movies and now she'll be hosting

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Speaker 1: the next directing the next Star Wars Star Wars movie.

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Speaker 1: Kara Lawson, the Duke basketball coach in two tousand May

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Speaker 1: Olympic Champion in basketball. Uh Dr Condolza Rise, the CEO

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Speaker 1: of Cisco, the leader of the Innovative Medicine's Business Adviser.

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Speaker 1: Just a large number of speakers that spoke to these women,

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Speaker 1: and we feel like we're really making an impact through that.

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Speaker 1: About the women that have been through our summit over

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Speaker 1: the last seven years have been promoted and have been

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Speaker 1: promoted the C suite, So are really proud of that work.

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Speaker 1: That's the key, as you had mentioned earlier at the

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Speaker 1: TV cover, because as as women's golf gets more exposure

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Speaker 1: on TV, more eyeballs are going to watch the sport

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Speaker 1: and appreciate what the sport is all about. That's absolutely right.

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Speaker 1: If if there's any doubt about that, you could just

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Speaker 1: watch the incredible competition between Nellie Kurta and Zette Solace

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Speaker 1: on Saturday and Sunday up until the middle of a

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Speaker 1: back nine, only one stroke separated them pretty much for

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Speaker 1: the whole day on Saturday and Sunday, a lot of

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Speaker 1: Bernie's eagles incredibly exciting and they were just both such

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Speaker 1: wonderful competitors, both from a different story. So Nellie Kurta

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Speaker 1: obviously a father that was a tennis champion, major champion

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Speaker 1: in the world of tennis, a sister that plays on

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Speaker 1: the LPGA Tour, a brother that's Sebastian courtA, top fifty

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Speaker 1: in the world, and antaestas a great family. Then you

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Speaker 1: have a Lazette story where you know she didn't come

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Speaker 1: from a family of means very much struggled to get

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Speaker 1: where she is. During the weeks, she talked about her

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Speaker 1: own struggles with mental health. Just two very different stories,

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Speaker 1: both very compelling stories, incredibly exciting competition, and you know,

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Speaker 1: certainly Nellie's victory I think elevated some something else. She

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Speaker 1: elevated her as a budding star in the world of

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Speaker 1: golf at twenty two years old. And it was just

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Speaker 1: incredible to see these women compete for this championship this week,

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Speaker 1: and that TV coverage. I got to visit with Dan

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Speaker 1: Hicks in the booth, which is really fun and exciting,

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Speaker 1: and we had a few chances to get on the

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Speaker 1: Golf channel, in the serious XM Golf channel. So all

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Speaker 1: that coverage of these women well deserved recognition. Certainly, our

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Speaker 1: goal is to reduce or eliminate the disparity between women's

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Speaker 1: golf and men's golf. You think about the coverage of

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Speaker 1: women's tennis, the women have the same kind of coverage

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Speaker 1: and kind of purses as the men for the most part,

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Speaker 1: and golf it isn't that way, and we're trying to

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Speaker 1: eliminate that disparity by elevating the women with this kind

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Speaker 1: of a platform. Hey, Paul, it's Mike Lynch up in Boston.

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Speaker 1: I think the two stories that you just outlined, Nellie

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Speaker 1: story and Lazette story pretty much mirrors your purpose of

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Speaker 1: what you've been doing for the past four or five

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Speaker 1: years off the course. And this seems like like the

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Speaker 1: perfect storm of this weekend down in Atlanta. No, it,

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Speaker 1: it really does. And you know, we tried to do

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Speaker 1: an enormous number of things off the course. So I

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Speaker 1: talked about the KPMG Women's Leadership Summit, but you know,

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Speaker 1: our brand ambassadors, Mariah Stackhouse and Stacy Lewis are very

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Speaker 1: u intentional about their efforts with our firms. So Maria

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Speaker 1: an Aspiring Leader's program where she brings together a diverse

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Speaker 1: talent from KPMG to participate in leadership development, opportunities to

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Speaker 1: interact with our leaders and golf instruction. Stacy Lewis something

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Speaker 1: called the Rising Stars program at KPMG, where it's very

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Speaker 1: much focused on our women KPMG professionals where we go

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Speaker 1: through much the same kind of program to give them

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Speaker 1: both an introduction to golf and leadership development opportunities. And

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Speaker 1: then of course our men brand ambassador's Phil Mickelson and Maverick,

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Speaker 1: they are participating in invitationals with our clients. Stacy and

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Speaker 1: Maria are also participating invitationals with our clients. So we

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Speaker 1: are trying very much to mix the worlds of golf

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Speaker 1: and business and they are very connected. You know, many

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Speaker 1: business people played that played the sport of golf, and

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Speaker 1: we see this as additionally a way to have those

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Speaker 1: two worlds intersect and interact, which really we think drives

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Speaker 1: and as brand benefits along with the KKMG Women's PGA Championship.

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Speaker 1: All right, so let's talk about Lefty because that obviously

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Speaker 1: is one of the great storylines of one. And listen,

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Speaker 1: as a fan, I have recalled seeing your logo, which

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Speaker 1: is good news for you on UH on Phil Nicholson's

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Speaker 1: kit as it were for for quite some time. Tell

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Speaker 1: us about that relationship, how it's evolved over the years,

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Speaker 1: and and and that nexus that you describe and what

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Speaker 1: he represents because he is a brand, brand in and

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Speaker 1: of himself in many ways. Boy, he certainly is, and

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Speaker 1: there's no doubt about it. Look at the PGA Championship

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Speaker 1: and look at what that's done for the game of golf,

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Speaker 1: and particularly knowing that a fifty one year old man

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Speaker 1: fifty years old at two one years old one that championship,

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Speaker 1: the oldest major winner. In our relationship with Phil goes

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Speaker 1: back fourteen years now when and he started wearing our hat.

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Speaker 1: But it's much more than that. I alluded to it earlier.

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Speaker 1: You know, Phil very much interacts with our clients. He

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Speaker 1: participates in what we call invitation as with our clients

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Speaker 1: at least three or four times a year. We had

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Speaker 1: to take a bit of a pause during the pandemic,

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Speaker 1: but amazingly he still did it virtually with our clients.

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Speaker 1: But he plays golf with our clients and our people

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Speaker 1: three or four times a year, interacts during that process.

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Speaker 1: But you know, just what he's brought to the game

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Speaker 1: of golf period, and what he's brought to us in

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Speaker 1: terms of brand recognition is just truly amazing, and we're

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Speaker 1: so proud of that relationship and to watch him when

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Speaker 1: that great championship. Unfortunately I was on the plane and

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Speaker 1: couldn't get connected to the to the internet coverage, right,

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Speaker 1: friends texting me like crazy during their last fields. I

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Speaker 1: remember when he had on the eighteen, I said to

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Speaker 1: one of my friends by text mess just tell me

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Speaker 1: he's in the fairway, none in the rough with that

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Speaker 1: too stroke late that he's in the rough, but sure

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Speaker 1: not within fift of the whole on the eighteenth and

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Speaker 1: it was just an amazing story. And I couldn't be

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Speaker 1: prouder of the recognition that he has brought to us.

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Speaker 1: And it's a two way partnership, you know. I think

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Speaker 1: Phil would tell you the same thing, that he's really

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Speaker 1: proud to wear our hat, proud to represent us. It's

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Speaker 1: part of our culture, he lives, he lives our values,

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Speaker 1: and we just are really proud of that relationship. Well,

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Speaker 1: but Paul, if I may sort of follow up on that,

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Speaker 1: I mean, tell us about I mean, you guys are

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Speaker 1: in the measurement business, you're in the technology business, and

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Speaker 1: in many ways I mean you you approach with your clients,

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Speaker 1: you know, problems in a very sophisticated way, like take

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Speaker 1: us inside, if you will, without totally giving away the

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Speaker 1: secret sauce of like how you do sort of pick

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Speaker 1: and choose because your endorsement obviously is a big one

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Speaker 1: from a financial perspective, and you want to, as it were,

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Speaker 1: sort of back the right horse. What is that process

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Speaker 1: like internally? Yeah, you know, I'll start with our endorsement

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Speaker 1: of this idea to hold a KPMG Women's p GA Championship,

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Speaker 1: and then I'll talk a little more broadly about just

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Speaker 1: the whole commitment that we have. So from our perspective,

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Speaker 1: we have a deep commitment of diversity, equity and inclusion.

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Speaker 1: And we couldn't think of a better way to demonstrate

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Speaker 1: that commitment than what I referred to earlier elevating women

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Speaker 1: on the course in the game of golf, such a

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Speaker 1: diverse field of talent and women off the course through

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Speaker 1: the KPMG Women's Leadership Summit. And then if I could

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Speaker 1: just roll briefly say, there's a third lay to that,

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Speaker 1: and that is KPMG Future Leaders Program. So the net

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Speaker 1: proceeds of the Summit and KPMG Women's PGA Championship fund

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Speaker 1: the KPMG Future leaders Program. Over the last seven years,

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Speaker 1: a hundred and twenty two women from underserved schools about

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Speaker 1: women of color receiving scholarships of three point five million

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Speaker 1: dollars in total leadership development opportunities, mentoring an introduction to

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Speaker 1: the game of golf. So it's really the complete spectrum,

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Speaker 1: that from a measurement perspective, it's it's very much qualitative

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Speaker 1: and intangible. So we think we're having a real impact

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Speaker 1: on women on all three of those spectrums. And then

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Speaker 1: when it just comes to the game of golf, you know,

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Speaker 1: Relationships are built on the golf course. Was in as

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Speaker 1: that connection to that particular sport as really very meaningful

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Speaker 1: proud of all these brand ambassadors that we have and

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Speaker 1: it's way more than just golf. You guys fix the

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Speaker 1: problem with the NBA scheduling solution. You guys developed data

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Speaker 1: and ana based solution and it generates a quick, easy

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Speaker 1: digestive to help the schedules. Can you tell us more

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Speaker 1: about that? Yeah, maybe one way to illustrate that a

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Speaker 1: bit is I'm a big San Antonio Spurst fan. I

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Speaker 1: that coach pop Is over time been very savvy and

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Speaker 1: and five NBA championships kind of kind of prove that point.

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Speaker 1: And you know, part of what he was trying to

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Speaker 1: do is give his players a right amount of rest

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Speaker 1: way to take their decades old manual scheduling process and

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Speaker 1: be more successful. And you know, part of that was

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Speaker 1: using metrics to measure the health and the well being

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Speaker 1: rough schedules back to back, across country travel. Was there

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Speaker 1: a better way to do that? So we use data

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Speaker 1: and analytics in partnership with the NBA to think about

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Speaker 1: a better way to schedule games. And what the real

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Speaker 1: solution was was really trying to find ways to make

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Speaker 1: that schedule more modern, to reduce the impact of the

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Speaker 1: back to back games to travel, make the schedule work

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Speaker 1: better for each of the teams in the NBA. And

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Speaker 1: we're incredibly proud of that work. It's really a great

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Speaker 1: example of bringing data the power of enhanced data analyze.

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Speaker 1: We do that for clients all the time, we help

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Speaker 1: them improve their performance to advanced data and analytics, and

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Speaker 1: horror Vision was to help the n b A achieved

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Speaker 1: much the same thing, and this week too, we brought

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Speaker 1: a similar solution to their U in the game of golf. Well,

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Speaker 1: let me ask you about that. Is that the performance

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Speaker 1: insights that you have provided for the LP to a field.

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Speaker 1: It absolutely is. So we announced this week something we're

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Speaker 1: really excited about, something called KPMG Performance Insights, and I

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Speaker 1: And the idea in cooperation and collaboration with the LPGA

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Speaker 1: to reduce the disparity that existed between the men's game

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Speaker 1: we see rich data and insights that are provided to

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Speaker 1: They were twenty years behind the men literally and the

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Speaker 1: kind of information they had. They had information much like

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Speaker 1: analytics strokes gained, proximity averages information like that to put

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Speaker 1: in the hands of the women to help them improve

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Speaker 1: their game. And the reception by the caddies, the players,

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Speaker 1: going It was used this week on the this week's

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Speaker 1: every succeeding LPGA Tour events. So we're so excited about

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Speaker 1: the Other interesting thing about that solution, though, is it

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Speaker 1: also allows for a feed of data and statistical reports

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Speaker 1: not only to the players, but also to the media partners.

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Speaker 1: So NBC this week you might have seen was showing

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Speaker 1: proximity averages and how the women performed within certain proximities

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Speaker 1: in terms of yardage. That data will be developed over time,

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Speaker 1: will become much richer every week and are the media

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Speaker 1: partners will also be able to provide insights to the

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Speaker 1: viewers at home and the fans on the golf course

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Speaker 1: so they can better understand how the players are performing

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Speaker 1: against each other. And we couldn't be prouder to bring

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Speaker 1: that solution to the LPGA Tour. But the biggest thing

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Speaker 1: equity between the women's game and the men's game. As

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Speaker 1: a matter of fact, this KPMG Performance Insight solution, this

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Speaker 1: transformative data analytic solution, is this same technology solutions essentially

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Speaker 1: used on the men's European Tour currently, so it really

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Speaker 1: gets to women almost the exact same place as the

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Speaker 1: again that's going to be just a huge game changer

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Speaker 1: for the women in the sport of golf, all right, Paul,

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Speaker 1: So as we wrap up, you have outed yourself as

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Speaker 1: both a big Spurs fan and of course a die

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Speaker 1: hard Longhorn fans. So you know, as I think we do,

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Speaker 1: I'm guessing you look at everything through a business lens

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Speaker 1: So how do you look at just taking those two

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Speaker 1: sort of loves of your life as it were, like,

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Speaker 1: how do you look at sort of the business of

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Speaker 1: college sports and the business of pro basketball at this point? Yes,

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Speaker 1: I mean we we look at anything that we're associated

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Speaker 1: with this how can we add value to the game

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Speaker 1: or the sport and unique and innovative way. So you know,

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Speaker 1: certainly talked about our relationship with the NBA and the

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Speaker 1: kind of solution we bring to them, the KG performance

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Speaker 1: inside solution. We're constantly looking for ways, whether it's a

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Speaker 1: allegiate environment or whether it's a professional sports environment, to

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Speaker 1: help the particular organization that we're associated with elevate their

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Speaker 1: performance to make them better, and that provides a return

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Speaker 1: to US two in terms of brand recognition. So we

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Speaker 1: are going to be constantly searching for ways to help

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Speaker 1: the world of sports improve their performance, regardless of what

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Speaker 1: the sport is in the future. And we're so excited

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Speaker 1: about the work that we've been doing with various organizations.

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Speaker 1: We do work with various sports teams, various stadiums, various leagues.

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Speaker 1: We're going to continuously look for ways to elevate their performance,

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Speaker 1: and that's what we do for a living. We want

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Speaker 1: to bring solutions that solve problems, and we're so excited

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Speaker 1: to be able to do that in the world of

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Speaker 1: Excited about Sarkesia the Sarkeesian era at uh U must admit,

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Speaker 1: I am I'm a huge I'm a huge College of

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Speaker 1: Basketball fan two and I love Shock is Smart, but

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Speaker 1: I know that sometimes changes are have to be made.

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Speaker 1: So Chris Beard is there now and we have a

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Speaker 1: new arena coming in two, so I'm really looking forward

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Speaker 1: to being in that arena sometime in two and I

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Speaker 1: the season ticket holder and for the Longhorns football team

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Speaker 1: to So I'm really pumped up about the coming season.

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Speaker 1: And last question for you, since the Spurs aren't in it,

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Speaker 1: who are you written for in the to go all

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Speaker 1: the way in the NBA? Boy, that that's tough. I

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Speaker 1: tell you. The Bucks are looking pretty good right now

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Speaker 1: to be in the finals with the Sons, it looks like,

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Speaker 1: but who knows what will happen and in the final

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Speaker 1: couple of games there before they get to the championship

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Speaker 1: that you know, that's a harder one. I uh, I

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Speaker 1: could be happy with any team winning. I think it's

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Speaker 1: really cool though that that the four teams that are

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Speaker 1: still in it haven't I haven't won it in a while.

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Speaker 1: I think that in of it so brings it brings

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Speaker 1: a lot of attention to it, and it's it's really

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Speaker 1: exciting to think about what that NBA Finals gonna look like. Yeah,

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Speaker 1: NBA has been I mean we've spent we spent a

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Speaker 1: lot of time in this program talking about the NBA

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Speaker 1: and sort of this collision of all the things that

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Speaker 1: and as you say, you've certainly seen a lot of that,

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Speaker 1: front office has done obviously what Pop Pop has done

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Speaker 1: as well well. Paul, thank you very very much. Poking

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Speaker 1: Up is the CEO and chair for the US for KPMG.

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Speaker 1: Really good to spend some time with you. Thank You're

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Speaker 1: proud of me today. Thank you. Paul. By the way,

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Speaker 1: can you do something about the Detroit Piston schedule? I'm sorry,

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Speaker 1: I don't buy me. Uh. This is the Bloomberg Business

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Speaker 1: of Sports podcast. I'm Michael bar You can follow me

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Speaker 1: on Twitter at Big Barn Sports and how Mike Lynch

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Speaker 1: and thank you Paul for letting us have Roger Clemens

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Speaker 1: for so many years. You can follow me at Lynch

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Speaker 1: w CVB. And I'm Jason Kelly. Follow me at Jason

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Speaker 1: Kelly News. We're here each and every Monday, Wednesday and

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Speaker 1: Thursday exploring the world of money in sports. You're listening

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Speaker 1: to Bloomberg Business of Sports on Bloomberg Radio around the

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Speaker 1: world and online wherever you get your podcast.