1 00:00:02,440 --> 00:00:06,760 Speaker 1: Bloomberg Audio Studios, Podcasts, radio news. 2 00:00:07,680 --> 00:00:11,560 Speaker 2: This is Bloomberg Business of Sports. Business of Sports can 3 00:00:11,600 --> 00:00:14,200 Speaker 2: be intimidating for hard for a start to break into. 4 00:00:14,280 --> 00:00:17,279 Speaker 3: We really appreciate when our owners are actually there, you know, 5 00:00:17,360 --> 00:00:18,439 Speaker 3: with us through the journey. 6 00:00:18,480 --> 00:00:22,040 Speaker 1: Teams ours especially have been very intentional to diversify at 7 00:00:22,040 --> 00:00:23,000 Speaker 1: all levels of the company. 8 00:00:23,120 --> 00:00:25,520 Speaker 4: Maybe we're in the golden years for the NFL and 9 00:00:25,640 --> 00:00:26,320 Speaker 4: college football. 10 00:00:26,400 --> 00:00:29,400 Speaker 3: Our demographic reach has continued to exposee. 11 00:00:29,520 --> 00:00:33,160 Speaker 1: This is going to be really unlocking the streaming platform 12 00:00:33,240 --> 00:00:34,480 Speaker 1: for sports fans. 13 00:00:34,280 --> 00:00:36,720 Speaker 2: Sports evaluations arising. We'll see when they peak. 14 00:00:36,800 --> 00:00:39,360 Speaker 5: You don't have to be the best in your sport 15 00:00:39,440 --> 00:00:42,320 Speaker 5: to make a whole ton of money. 16 00:00:42,360 --> 00:00:45,720 Speaker 2: Bloomberg Business of Sports from Bloomberg Radio, don't you. 17 00:00:47,159 --> 00:00:50,400 Speaker 1: This is the Bloomberg Business of Sports where we explore 18 00:00:50,520 --> 00:00:53,360 Speaker 1: all the big money issues in the world of sports. 19 00:00:53,400 --> 00:00:57,320 Speaker 1: I'm Damian SATs Hour along with some very special guest 20 00:00:57,360 --> 00:01:00,080 Speaker 1: hosts we have with us today Bloomberg Originals Own One 21 00:01:00,160 --> 00:01:04,280 Speaker 1: Chief Correspondent when Jason Kelly and his partner in crime, 22 00:01:04,640 --> 00:01:09,640 Speaker 1: Bloomberg Original's Own Sports Correspondent Vanessa Perdomo, Michael Barr and 23 00:01:09,760 --> 00:01:13,120 Speaker 1: scarlettfu are off this week, coming up on today's show, 24 00:01:13,160 --> 00:01:16,240 Speaker 1: we'll talk with Frank Ryan. He's Global co Chair, Global 25 00:01:16,280 --> 00:01:18,880 Speaker 1: co CEO, and America's Chair at d L A. Piper. 26 00:01:19,200 --> 00:01:23,000 Speaker 1: He's an expert in sports strategy and law. We'll talk 27 00:01:23,040 --> 00:01:25,399 Speaker 1: with him about the latest moves in the sports media 28 00:01:25,480 --> 00:01:28,680 Speaker 1: landscape and how he's seeing the impact of NIL on 29 00:01:28,800 --> 00:01:32,120 Speaker 1: college sports. We'll also talk with former New York Knicks 30 00:01:32,120 --> 00:01:36,919 Speaker 1: and Los Angeles Lakers Director of Performance Mubarak bar Malik 31 00:01:37,000 --> 00:01:40,720 Speaker 1: about his new all natural premium sports drink and how 32 00:01:40,760 --> 00:01:43,920 Speaker 1: he's getting it into the hands of NBA players and 33 00:01:43,959 --> 00:01:44,679 Speaker 1: their teams. 34 00:01:44,920 --> 00:01:47,520 Speaker 6: My pitch to athletes and teams is like, look, I 35 00:01:47,600 --> 00:01:50,440 Speaker 6: sat in that role for twelve years. I have a 36 00:01:50,480 --> 00:01:54,320 Speaker 6: master's degree, you know, in human performance. I spent you know, 37 00:01:54,360 --> 00:01:57,120 Speaker 6: all this time with the Knicks, with excellent people and 38 00:01:57,200 --> 00:02:01,200 Speaker 6: just players. And if I didn't the game to create 39 00:02:01,200 --> 00:02:03,920 Speaker 6: a company that felt like was better than you know, 40 00:02:03,960 --> 00:02:06,560 Speaker 6: the pundus that we have seen over the years, it 41 00:02:06,600 --> 00:02:08,919 Speaker 6: will be me giving you this product. 42 00:02:09,240 --> 00:02:11,680 Speaker 1: All that and more is straight ahead on the Bloomberg 43 00:02:11,840 --> 00:02:15,160 Speaker 1: Business of Sports. But first we head to Texas, where 44 00:02:15,320 --> 00:02:18,959 Speaker 1: Jerry Jones has had an up and down year. We 45 00:02:19,000 --> 00:02:23,760 Speaker 1: are joined by Bloomberg Texas Bureau Chief Julie Fine. Julie 46 00:02:23,800 --> 00:02:26,200 Speaker 1: is following it all and now she's here to talk 47 00:02:26,280 --> 00:02:29,400 Speaker 1: us through it. Julie, Welcome to the Bloomberg Business of Sports. 48 00:02:29,680 --> 00:02:31,360 Speaker 7: Thank you so much for having me. 49 00:02:31,680 --> 00:02:33,960 Speaker 1: So let's begin with Jerry Jones and the loss of 50 00:02:34,000 --> 00:02:37,840 Speaker 1: his two hundred and forty million dollars quarterback. What's going 51 00:02:37,919 --> 00:02:40,400 Speaker 1: on down in the Dallas area. I mean, it must 52 00:02:40,440 --> 00:02:41,200 Speaker 1: be a lot of tears. 53 00:02:41,440 --> 00:02:44,840 Speaker 8: Well, I mean, this is not the season everybody had 54 00:02:44,880 --> 00:02:49,440 Speaker 8: hoped for, especially Dak gets this massive contract extension. Everybody 55 00:02:49,480 --> 00:02:52,360 Speaker 8: goes in feeling good, and now they are three and six, 56 00:02:52,800 --> 00:02:56,000 Speaker 8: haven't won a game at home. Clearly not a good 57 00:02:56,000 --> 00:02:57,440 Speaker 8: time for the Dallas Cowboys. 58 00:02:57,560 --> 00:03:00,120 Speaker 9: He finally got his contract, you know, Jerry Jones's and 59 00:03:00,200 --> 00:03:02,160 Speaker 9: Dak We're going back and forth on this for a while, 60 00:03:02,160 --> 00:03:03,320 Speaker 9: and then they finally get it. 61 00:03:03,440 --> 00:03:04,120 Speaker 1: He gets hurt. 62 00:03:04,360 --> 00:03:07,160 Speaker 9: Do you think him coming back is going to be easy? 63 00:03:07,320 --> 00:03:09,600 Speaker 9: Do you think they're going to start looking forward to 64 00:03:09,680 --> 00:03:10,200 Speaker 9: the future. 65 00:03:10,480 --> 00:03:10,920 Speaker 7: Well, I didn't. 66 00:03:10,880 --> 00:03:13,440 Speaker 8: They have to look forward to the future because you've 67 00:03:13,480 --> 00:03:16,399 Speaker 8: seen Cooper Rush play so far and it hasn't exactly 68 00:03:16,440 --> 00:03:19,720 Speaker 8: been stellar. I certainly think that's something that are going 69 00:03:19,800 --> 00:03:22,040 Speaker 8: to have to think about for sure. I mean, dak 70 00:03:22,200 --> 00:03:25,320 Speaker 8: is done for the season, so they've got a lot 71 00:03:25,320 --> 00:03:27,760 Speaker 8: of issues there. They have to be thinking about the future. 72 00:03:28,160 --> 00:03:30,960 Speaker 8: They also, you know, if you're the coach of the 73 00:03:31,000 --> 00:03:33,600 Speaker 8: Dallas Cowboys right now, it can't be a great time. 74 00:03:33,880 --> 00:03:37,440 Speaker 10: Let's talk about the Cowboys as a business and the 75 00:03:37,480 --> 00:03:41,280 Speaker 10: center of the zeitgeist and all the things that they 76 00:03:41,560 --> 00:03:46,560 Speaker 10: they and especially Jerry Jones bring to the party. They're 77 00:03:46,560 --> 00:03:49,200 Speaker 10: not only having to deal with personnel issues, they're having 78 00:03:49,280 --> 00:03:54,640 Speaker 10: to deal with infrastructure issues literally questions about curtains and sunlight. 79 00:03:55,120 --> 00:03:59,440 Speaker 10: How does that all play into the field there in Dallas? 80 00:03:59,600 --> 00:04:04,280 Speaker 10: Around the Cowboys, it feels like, I dare say they're 81 00:04:04,320 --> 00:04:06,720 Speaker 10: sort of the gang that can't shoot straight in terms 82 00:04:06,760 --> 00:04:09,240 Speaker 10: of getting it right for the fans. And this is 83 00:04:09,280 --> 00:04:13,840 Speaker 10: a franchise, it's known for being literally America's team. What's 84 00:04:13,840 --> 00:04:14,640 Speaker 10: happening in your. 85 00:04:14,640 --> 00:04:18,840 Speaker 8: Estimation day you've been to that stadium. I mean, it's 86 00:04:18,839 --> 00:04:23,280 Speaker 8: set the gold standard for what stadiums should be. When 87 00:04:23,320 --> 00:04:27,440 Speaker 8: that place opened, people could not believe it. How do 88 00:04:27,560 --> 00:04:29,720 Speaker 8: you not plan for sunlight? 89 00:04:30,160 --> 00:04:30,440 Speaker 9: Right? 90 00:04:30,600 --> 00:04:31,720 Speaker 7: I mean, let's start with that. 91 00:04:32,080 --> 00:04:34,600 Speaker 8: When you're having such an awful season, you don't want 92 00:04:34,640 --> 00:04:37,080 Speaker 8: to be talking about curtains. You don't want to be 93 00:04:37,200 --> 00:04:42,159 Speaker 8: talking about issues like that. So structurally, not the question 94 00:04:42,320 --> 00:04:45,680 Speaker 8: that Jerry Jones wanted to face when he left the 95 00:04:45,720 --> 00:04:48,599 Speaker 8: game the other evening. I mean, Mike McCarthy was asked 96 00:04:48,600 --> 00:04:52,920 Speaker 8: about that yesterday during his news conference. Somebody said, Hey, 97 00:04:52,960 --> 00:04:55,640 Speaker 8: you know, you don't have to deal with curtains, but 98 00:04:55,920 --> 00:04:57,080 Speaker 8: are you going to open the roof? 99 00:04:57,160 --> 00:04:58,440 Speaker 7: What are you going to do? Differently? 100 00:04:58,480 --> 00:05:00,599 Speaker 8: He goes, do you think it'll help us? I mean, 101 00:05:00,640 --> 00:05:04,800 Speaker 8: that's where they are right now. So obviously for a 102 00:05:04,880 --> 00:05:10,160 Speaker 8: team that spends this much money trying to win and trying. 103 00:05:09,839 --> 00:05:12,159 Speaker 7: To have a product that nobody. 104 00:05:11,720 --> 00:05:14,359 Speaker 8: Else has, don't want to be talking about curtains in 105 00:05:14,360 --> 00:05:16,040 Speaker 8: the middle of a three and six season. 106 00:05:16,200 --> 00:05:18,200 Speaker 1: So, Julie, you're on the ground there in Dallas, I mean, 107 00:05:18,279 --> 00:05:20,520 Speaker 1: talk to us about Bill Bilichick. I mean, I've heard 108 00:05:20,520 --> 00:05:23,400 Speaker 1: some news that he might be under consideration as the 109 00:05:23,440 --> 00:05:25,479 Speaker 1: next coach of the Dallas Cowboys, but we all know 110 00:05:25,520 --> 00:05:27,560 Speaker 1: he's pretty difficult to work with. Do you see any 111 00:05:27,600 --> 00:05:30,000 Speaker 1: potential for him and Jerry Jones to write the ship 112 00:05:30,000 --> 00:05:32,080 Speaker 1: down there in Dallas? 113 00:05:32,600 --> 00:05:34,520 Speaker 8: Well, those two would really have to get on the 114 00:05:34,560 --> 00:05:37,520 Speaker 8: same page. Very quickly. And you know that's two very 115 00:05:37,640 --> 00:05:38,760 Speaker 8: large personalities. 116 00:05:38,839 --> 00:05:39,159 Speaker 4: Jason. 117 00:05:39,200 --> 00:05:42,240 Speaker 8: You've spent time with Jerry Jones, so you know it's 118 00:05:42,240 --> 00:05:47,840 Speaker 8: a very large personality. We heard Bill Belichick's name all 119 00:05:47,880 --> 00:05:49,880 Speaker 8: the time here around Texas. I mean people have been 120 00:05:49,880 --> 00:05:53,200 Speaker 8: talking about Bill Belichick since last season. When the Cowboys 121 00:05:53,240 --> 00:05:56,599 Speaker 8: had such a short playoff run. People were already saying, 122 00:05:57,120 --> 00:06:00,000 Speaker 8: why is Mike McCarthy coming back? There was talk earlier 123 00:06:00,040 --> 00:06:02,080 Speaker 8: in the season. Do you think he will get fired 124 00:06:02,160 --> 00:06:05,400 Speaker 8: after this game? I expect to hear Bill Belichick's names. 125 00:06:05,760 --> 00:06:08,479 Speaker 8: I expect to hear a lot of names after this season. 126 00:06:09,080 --> 00:06:11,480 Speaker 9: Do you think, though, it's just about getting a new 127 00:06:11,520 --> 00:06:14,080 Speaker 9: head coach in there to turn around this team? What 128 00:06:14,520 --> 00:06:16,720 Speaker 9: else do they need to really get things right on 129 00:06:16,720 --> 00:06:17,479 Speaker 9: the football field. 130 00:06:18,800 --> 00:06:22,160 Speaker 8: Well, I mean they need backup for Dak. Look what's 131 00:06:22,200 --> 00:06:25,880 Speaker 8: going on right now. They look at the scoring or 132 00:06:26,040 --> 00:06:27,720 Speaker 8: lack of scoring for this team. 133 00:06:27,800 --> 00:06:29,440 Speaker 7: So they need to certainly. 134 00:06:29,120 --> 00:06:33,200 Speaker 8: Make sure that they have a very strong backup quarterback 135 00:06:33,279 --> 00:06:36,000 Speaker 8: and they have got to have a head coach that 136 00:06:36,279 --> 00:06:39,839 Speaker 8: really is able to handle this when something like this happens. 137 00:06:39,880 --> 00:06:42,080 Speaker 7: Listen, this is known as America's team. 138 00:06:42,279 --> 00:06:44,880 Speaker 8: If something goes on, you are going to have above 139 00:06:45,240 --> 00:06:48,960 Speaker 8: average amount of press following your every move, and you 140 00:06:49,000 --> 00:06:52,920 Speaker 8: are going to have an owner slash general manager who 141 00:06:52,960 --> 00:06:55,279 Speaker 8: is not afraid to say what's on his mind. 142 00:06:55,880 --> 00:06:58,599 Speaker 10: All right, So I'm going to bring in Julie the 143 00:06:58,839 --> 00:07:02,160 Speaker 10: and Yet, and yet, this is the world's most valuable 144 00:07:02,160 --> 00:07:06,120 Speaker 10: sports franchise. It continues to be despite the fact that 145 00:07:06,120 --> 00:07:08,560 Speaker 10: they haven't won a Super Bowl in thirty plus years. 146 00:07:08,839 --> 00:07:11,600 Speaker 10: So you know this better than anyone. You and I 147 00:07:12,120 --> 00:07:14,800 Speaker 10: were interviewing Jerry Jones and Roger Penske just a few 148 00:07:14,800 --> 00:07:17,680 Speaker 10: weeks ago talking about this big indiecar race they're going 149 00:07:17,720 --> 00:07:19,800 Speaker 10: to bring down there. They have the state of the 150 00:07:19,920 --> 00:07:24,000 Speaker 10: art star, the practice facility, plus that everyone in the 151 00:07:24,120 --> 00:07:28,600 Speaker 10: NFL is trying to copy. What is it that despite 152 00:07:28,720 --> 00:07:31,360 Speaker 10: everything we've been talking about for the last few minutes, 153 00:07:32,440 --> 00:07:38,240 Speaker 10: what is it that basically allows them to ride through 154 00:07:38,280 --> 00:07:41,000 Speaker 10: it and still be worth as much as they are? 155 00:07:42,240 --> 00:07:45,560 Speaker 8: That stadium sells out every game, And don't forget and Jason, 156 00:07:45,600 --> 00:07:48,240 Speaker 8: you know this, it's not just a football game going 157 00:07:48,280 --> 00:07:52,240 Speaker 8: on there. You've got business being conducted, you have stars 158 00:07:52,320 --> 00:07:55,840 Speaker 8: coming through, you have politicians coming through. It is the 159 00:07:56,000 --> 00:08:00,640 Speaker 8: allure that they have managed to build and build listen. 160 00:08:00,680 --> 00:08:03,840 Speaker 8: Now you've got the cheerleaders, they've got their own show 161 00:08:03,920 --> 00:08:05,160 Speaker 8: that's very well watched. 162 00:08:05,240 --> 00:08:08,040 Speaker 7: Now it's going for a second season. What they've managed 163 00:08:08,080 --> 00:08:13,440 Speaker 7: to do is continue to build this brand nationally and internationally. 164 00:08:13,560 --> 00:08:16,120 Speaker 8: So even when the product on the field is subpart, 165 00:08:16,440 --> 00:08:19,560 Speaker 8: they're still selling out and everybody is still talking about them. 166 00:08:19,720 --> 00:08:23,000 Speaker 8: When you look at the national games in the timeslots 167 00:08:23,000 --> 00:08:25,960 Speaker 8: that the Dallas Cowboys get, they're getting them no matter 168 00:08:25,960 --> 00:08:26,760 Speaker 8: what the record is. 169 00:08:27,760 --> 00:08:30,440 Speaker 1: So, Julie, I just got to ask this question. I mean, 170 00:08:30,920 --> 00:08:32,840 Speaker 1: is Deon Sanders coming to Dallas? I mean, do you 171 00:08:32,960 --> 00:08:35,600 Speaker 1: think there's any way they tank through this year? I 172 00:08:35,600 --> 00:08:38,160 Speaker 1: mean how great would that be? I mean him running 173 00:08:38,160 --> 00:08:40,120 Speaker 1: around the side. I mean, now that would sell. I mean, 174 00:08:40,160 --> 00:08:42,440 Speaker 1: if there's evaluation ten point four, is that what we 175 00:08:42,440 --> 00:08:44,640 Speaker 1: were at a god sportco. I mean, you got to 176 00:08:44,679 --> 00:08:47,400 Speaker 1: believe that Dion's going to at least increase the enterprise 177 00:08:47,480 --> 00:08:48,400 Speaker 1: value of that franchise. 178 00:08:48,480 --> 00:08:52,880 Speaker 7: Now, it'd certainly be a financial decision. 179 00:08:53,360 --> 00:08:57,920 Speaker 8: I think Dion, again, you're getting into the Bill Belichick situation. 180 00:08:58,200 --> 00:09:02,320 Speaker 8: That's some very big e goes working together in the 181 00:09:02,360 --> 00:09:03,280 Speaker 8: same industry. 182 00:09:03,360 --> 00:09:05,079 Speaker 7: But people love to talk about Dion. 183 00:09:05,160 --> 00:09:08,800 Speaker 8: People love Dion in Texas or in Dallas specifically. Dion 184 00:09:09,000 --> 00:09:11,679 Speaker 8: is a huge deal here. Do I think he could 185 00:09:11,679 --> 00:09:14,839 Speaker 8: be the cowboys next head coach? I think it really 186 00:09:14,880 --> 00:09:16,800 Speaker 8: depends on where they end up at the end of 187 00:09:16,800 --> 00:09:19,440 Speaker 8: the season. I mean, if they're such a mess, I 188 00:09:19,520 --> 00:09:22,439 Speaker 8: think it'll be difficult to bring in Dean, but not impossible. 189 00:09:22,720 --> 00:09:26,160 Speaker 10: All right, Julie, Let's go to a slightly different neighborhood 190 00:09:26,280 --> 00:09:30,280 Speaker 10: in Dallas where there's a lot happier ownership group. That's 191 00:09:30,320 --> 00:09:32,839 Speaker 10: the Hunt family. They on the Kansas City Chiefs. They 192 00:09:32,840 --> 00:09:35,440 Speaker 10: are undefeated, they have found a way to win every 193 00:09:35,480 --> 00:09:41,360 Speaker 10: single game. They're going up against your Buffalo Bills this weekend. 194 00:09:42,200 --> 00:09:45,560 Speaker 10: I don't need a prediction on the matchup, but I 195 00:09:45,679 --> 00:09:48,080 Speaker 10: do wonder, because you know this better than anyone. You 196 00:09:48,160 --> 00:09:53,360 Speaker 10: know these two families, so well, what's the strategic what's 197 00:09:53,400 --> 00:09:57,160 Speaker 10: the business difference between the two of them that maybe 198 00:09:57,240 --> 00:10:00,880 Speaker 10: has allowed the Chiefs to be such a success although 199 00:10:01,360 --> 00:10:05,240 Speaker 10: lower valued franchise, but you know, going for a three 200 00:10:05,240 --> 00:10:06,240 Speaker 10: peat in the Super Bowl. 201 00:10:07,960 --> 00:10:11,080 Speaker 8: Well, I think first of all that let's talk a 202 00:10:11,120 --> 00:10:13,840 Speaker 8: little bit about Andy Reid. I mean, Andy Reid came 203 00:10:13,880 --> 00:10:17,920 Speaker 8: there knowing how to win a Super Bowl, Sean McDermott, 204 00:10:17,960 --> 00:10:20,640 Speaker 8: You've got a little bit different in a coach there. 205 00:10:21,280 --> 00:10:23,800 Speaker 8: I think why they've been able to win is because 206 00:10:23,880 --> 00:10:26,920 Speaker 8: they have won, they know how to win, they know 207 00:10:27,000 --> 00:10:29,280 Speaker 8: how to keep going towards the end of the season. 208 00:10:30,120 --> 00:10:33,240 Speaker 8: It's interesting because the families are actually friendly. They both 209 00:10:33,280 --> 00:10:36,760 Speaker 8: have massive amounts of respect for each other. The Buffalo Bills, though, 210 00:10:37,360 --> 00:10:42,800 Speaker 8: they just have trouble getting past the Kansas City Chiefs, 211 00:10:42,840 --> 00:10:46,320 Speaker 8: and I wonder at this point if it gets to 212 00:10:46,400 --> 00:10:49,880 Speaker 8: the point in the playoffs where mentally it's just so 213 00:10:50,120 --> 00:10:54,120 Speaker 8: difficult for them to overcome, because if you remember, Buffalo 214 00:10:54,280 --> 00:10:57,600 Speaker 8: generally tends to beat the Chiefs during the regular season. 215 00:10:57,960 --> 00:11:01,199 Speaker 8: Now now that I've said that, they'll probably lose like 216 00:11:01,240 --> 00:11:02,080 Speaker 8: one hundreds. 217 00:11:01,760 --> 00:11:02,319 Speaker 5: Of years. 218 00:11:03,679 --> 00:11:06,440 Speaker 8: Sunday, because you know that we are a very cursed 219 00:11:06,440 --> 00:11:09,400 Speaker 8: football team. Being from Buffalo, I can tell you that. 220 00:11:09,600 --> 00:11:13,559 Speaker 8: But I just think that the Chiefs, also because of 221 00:11:13,720 --> 00:11:16,720 Speaker 8: Andy Reid, they know how to win. I don't think 222 00:11:16,720 --> 00:11:19,439 Speaker 8: it's a question of money and what they're spending on players, 223 00:11:19,440 --> 00:11:22,280 Speaker 8: because both have great players. I mean, you're talking about 224 00:11:22,320 --> 00:11:26,280 Speaker 8: two great quarterbacks. But I think it's the mental component 225 00:11:26,440 --> 00:11:27,560 Speaker 8: that they know how to do. 226 00:11:27,480 --> 00:11:28,640 Speaker 7: It year after year. 227 00:11:29,000 --> 00:11:31,120 Speaker 1: And the reps have nothing to do with it whatsoever. 228 00:11:31,280 --> 00:11:33,840 Speaker 1: Julie Flye. Let me ask you this, Julie Our, Texas 229 00:11:33,840 --> 00:11:36,360 Speaker 1: Bureau Chief, Bloomberg News, Julie Flynn. 230 00:11:36,520 --> 00:11:37,160 Speaker 4: Who should I be? 231 00:11:37,240 --> 00:11:39,520 Speaker 1: I mean, my fantasy team is so bad. I mean, 232 00:11:39,559 --> 00:11:41,559 Speaker 1: who's I mean? You are so good? I mean, come on, 233 00:11:41,679 --> 00:11:44,520 Speaker 1: I mean, like, okay, so maybe it won't be Josh Allen, 234 00:11:44,559 --> 00:11:46,319 Speaker 1: it may be somebody else, but I mean, these guys, 235 00:11:46,320 --> 00:11:48,760 Speaker 1: these Buffalo Bills look pretty hot seven and two. They're gonna, 236 00:11:49,000 --> 00:11:50,719 Speaker 1: they're gonna they're gonna run away with the East here. 237 00:11:50,840 --> 00:11:52,200 Speaker 4: So don't say it. 238 00:11:52,400 --> 00:11:53,400 Speaker 7: Just don't say it. 239 00:11:53,520 --> 00:11:56,680 Speaker 1: I mean, coming from a disgruntled Jets fan. 240 00:11:57,000 --> 00:11:59,600 Speaker 8: We win a big game, I'm like, just let's not 241 00:11:59,720 --> 00:12:00,760 Speaker 8: talk about it. 242 00:12:00,880 --> 00:12:02,880 Speaker 7: Like it's the more the build up. 243 00:12:02,920 --> 00:12:05,240 Speaker 8: You know, they go into every season and they're like 244 00:12:05,280 --> 00:12:06,760 Speaker 8: the Bills they're really hot this year. 245 00:12:06,760 --> 00:12:08,200 Speaker 7: I'm like, don't say it. Don't say it. 246 00:12:09,360 --> 00:12:12,400 Speaker 1: Julie Fine, Bloomberg News, Texas Pure Chief. Thank you so 247 00:12:12,559 --> 00:12:15,559 Speaker 1: much for joining us here on the Bloomberg Business of Sports. 248 00:12:15,679 --> 00:12:16,959 Speaker 2: We really do appreciate it. 249 00:12:17,160 --> 00:12:20,600 Speaker 8: I was so excited to do it. It's a great show. 250 00:12:21,080 --> 00:12:23,600 Speaker 8: Jason Kelly and we work together all the time. I'm 251 00:12:23,640 --> 00:12:25,960 Speaker 8: so happy that I got to do this with the 252 00:12:26,040 --> 00:12:26,480 Speaker 8: three of you. 253 00:12:26,640 --> 00:12:27,800 Speaker 7: I really appreciate it. 254 00:12:27,920 --> 00:12:31,080 Speaker 1: Our thanks to Bloomberg Texas Bureau chief Julie Fine for 255 00:12:31,160 --> 00:12:34,160 Speaker 1: joining us. Still to come, we talk with DLA Piper's 256 00:12:34,280 --> 00:12:37,520 Speaker 1: Frank Ryan, an expert in sports strategy and sports law 257 00:12:37,920 --> 00:12:41,959 Speaker 1: for my colleagues Jason Kelly and Vanessa Perdomo. I'm Damian 258 00:12:42,040 --> 00:12:44,920 Speaker 1: sas Hour, and you're listening to the Bloomberg Business of 259 00:12:44,960 --> 00:12:48,199 Speaker 1: Sports from Bloomberg Radio. Around the world. 260 00:12:54,040 --> 00:12:58,160 Speaker 2: You're listening to Bloomberg Business of Sports from Bloomberg Radio. 261 00:12:59,440 --> 00:13:02,200 Speaker 1: This is the Bloomberg Business of Sports where we explored 262 00:13:02,240 --> 00:13:04,600 Speaker 1: the big money issues in the world of sports. I'm 263 00:13:04,640 --> 00:13:08,359 Speaker 1: Damian sas how are along with guest hosts Bloomberg Originals 264 00:13:08,480 --> 00:13:13,080 Speaker 1: Cheap Corresponding Jason Kelly and his cohort Bloomberg Originals Sports 265 00:13:13,080 --> 00:13:16,760 Speaker 1: Correspondent Vanessa Perdomo Michael barn Scarlett, who are off. 266 00:13:16,880 --> 00:13:17,440 Speaker 4: This week. 267 00:13:17,760 --> 00:13:20,040 Speaker 1: We dive into a lot of specific headlines, but today 268 00:13:20,080 --> 00:13:22,800 Speaker 1: we wanted to get a thirty thousand foot view of 269 00:13:22,840 --> 00:13:25,640 Speaker 1: the sports media landscape because there have been some big 270 00:13:25,760 --> 00:13:28,679 Speaker 1: changes in the college ranks. With Nilen Moore to do 271 00:13:28,760 --> 00:13:31,520 Speaker 1: that we'd like to welcome one mister Frank Ryan. He's 272 00:13:31,559 --> 00:13:34,240 Speaker 1: Global co Chair, Global co CEO, and America's Chair at 273 00:13:34,360 --> 00:13:38,280 Speaker 1: d LA Piper. He's an expert in sports strategy and law. Frank, 274 00:13:38,760 --> 00:13:41,200 Speaker 1: Welcome to the Bloomberg Business of Sports. 275 00:13:41,240 --> 00:13:43,040 Speaker 3: Great to be with you, guys. Thank you so much 276 00:13:43,040 --> 00:13:43,600 Speaker 3: for having me. 277 00:13:43,880 --> 00:13:46,679 Speaker 1: So Frank, I'm sitting here next to Vanessa Perdomo and 278 00:13:46,720 --> 00:13:49,120 Speaker 1: she's chomping at the bid here because you know, we're 279 00:13:49,160 --> 00:13:51,720 Speaker 1: looking at you know, women's soccer, We're looking at women's 280 00:13:51,760 --> 00:13:54,760 Speaker 1: sports in general. We're looking at you know, women's basketball, 281 00:13:54,800 --> 00:13:57,320 Speaker 1: the WNBA, I mean, and we're looking at the valuations 282 00:13:57,360 --> 00:14:00,359 Speaker 1: of all these teams, all these franchises, all these as 283 00:14:00,360 --> 00:14:03,160 Speaker 1: in stadiums that are being built. My goodness, tell us 284 00:14:03,160 --> 00:14:05,480 Speaker 1: about the surgeon women's sports viewership and what it means 285 00:14:05,520 --> 00:14:05,960 Speaker 1: to DLA. 286 00:14:06,960 --> 00:14:07,320 Speaker 5: Listen. 287 00:14:07,440 --> 00:14:10,280 Speaker 3: It is a critically exciting time in sports in general, 288 00:14:10,480 --> 00:14:15,079 Speaker 3: especially for women's sports. We've had the benefit of watching 289 00:14:15,160 --> 00:14:18,080 Speaker 3: some of the greatest athletes ever compete now with women's athletics, 290 00:14:18,160 --> 00:14:21,920 Speaker 3: and you're seeing what that is doing for viewership. I 291 00:14:21,920 --> 00:14:24,040 Speaker 3: would tell you it's not new. It's been happening over 292 00:14:24,080 --> 00:14:26,440 Speaker 3: a period of time. But the explosion in the last 293 00:14:26,440 --> 00:14:29,160 Speaker 3: few years is something really exciting to see, and that 294 00:14:29,200 --> 00:14:32,200 Speaker 3: will result in greater economic return for those athletes, which 295 00:14:32,240 --> 00:14:34,400 Speaker 3: is also very exciting to see. 296 00:14:34,920 --> 00:14:37,240 Speaker 9: Do you think, Frank, you know, when we see this 297 00:14:37,440 --> 00:14:41,480 Speaker 9: new record media deal for the WNBA, you know, in 298 00:14:41,520 --> 00:14:45,840 Speaker 9: the NBA combined that is you know, valued at two 299 00:14:45,880 --> 00:14:48,840 Speaker 9: point two billion dollars, amazing valuation for the WNBA, but 300 00:14:48,880 --> 00:14:52,600 Speaker 9: almost a little undervalued at some points. Do you think 301 00:14:52,600 --> 00:14:55,720 Speaker 9: there's a way that we will see that eventually be 302 00:14:55,880 --> 00:14:56,960 Speaker 9: sold on its own. 303 00:14:57,760 --> 00:14:57,960 Speaker 5: Yeah. 304 00:14:58,200 --> 00:15:01,960 Speaker 3: I think eventually, probably you'll see an opportunity for there 305 00:15:02,000 --> 00:15:05,600 Speaker 3: to be a separate valuation for the WNBA rights. That 306 00:15:05,760 --> 00:15:09,400 Speaker 3: is something the NBA and the WNBA are very sophisticated 307 00:15:09,400 --> 00:15:13,080 Speaker 3: about how to position themselves. The story right now is 308 00:15:13,120 --> 00:15:16,560 Speaker 3: the trend line, which is outstanding for the WNBA. You've 309 00:15:16,600 --> 00:15:19,760 Speaker 3: seen what Kate mcclark and others in the league have done. 310 00:15:19,840 --> 00:15:23,960 Speaker 3: You've seen what's gone on with attendance and most importantly viewership. 311 00:15:24,440 --> 00:15:28,120 Speaker 3: Viewership is what drives the valuation of these clubs and 312 00:15:28,160 --> 00:15:30,240 Speaker 3: it's what allows the athletes to get paid what they 313 00:15:30,240 --> 00:15:32,880 Speaker 3: get paid. So I think they're well positioned right now. 314 00:15:32,920 --> 00:15:35,760 Speaker 3: Time will tell whether it's separate or together. They go 315 00:15:35,800 --> 00:15:38,960 Speaker 3: to market with them, but it's a tremendous trend. 316 00:15:38,760 --> 00:15:39,360 Speaker 4: Line for them. 317 00:15:39,840 --> 00:15:43,360 Speaker 10: You know, Frank VP rightly brought up the media side 318 00:15:43,360 --> 00:15:45,200 Speaker 10: of this. You've done a ton of work in the 319 00:15:45,240 --> 00:15:47,560 Speaker 10: media space, and I think it's fair to say we 320 00:15:47,640 --> 00:15:52,200 Speaker 10: are at a crazy inflection point of disruption when it 321 00:15:52,200 --> 00:15:55,520 Speaker 10: comes to media and sports. Women's sports is obviously one 322 00:15:55,560 --> 00:15:58,200 Speaker 10: element of it, and part of it is just how 323 00:15:58,240 --> 00:16:03,479 Speaker 10: we consume sport. Where do we go from here as streamers, 324 00:16:03,680 --> 00:16:10,440 Speaker 10: traditional broadcasters, social media all collide around this still booming 325 00:16:10,480 --> 00:16:15,080 Speaker 10: business of the content around women's sports, around sports in generals. 326 00:16:15,280 --> 00:16:18,880 Speaker 5: Pardon me, sure, So Look, I think we are a 327 00:16:19,000 --> 00:16:24,520 Speaker 5: sports crazed nation and it's unique on the global scale 328 00:16:25,360 --> 00:16:28,160 Speaker 5: how commercial our sports have become. 329 00:16:28,720 --> 00:16:31,120 Speaker 3: And I think that's a positive for the strength of 330 00:16:31,120 --> 00:16:34,160 Speaker 3: the league, the leagues, and the clubs and then these athletes. 331 00:16:34,920 --> 00:16:37,560 Speaker 3: What we're seeing right now is the advancement of technology 332 00:16:38,200 --> 00:16:42,360 Speaker 3: where it's not just your ability to watch sports on TV, 333 00:16:42,560 --> 00:16:45,200 Speaker 3: but you can have those sports literally in the palm 334 00:16:45,240 --> 00:16:47,760 Speaker 3: of your hand at all times anywhere you go. You 335 00:16:47,760 --> 00:16:50,880 Speaker 3: can watch a women's color college soccer match, You can 336 00:16:50,920 --> 00:16:54,240 Speaker 3: watch a volleyball match where there are ninety two thousand 337 00:16:54,560 --> 00:16:58,359 Speaker 3: fans watching it. You have access to sports now constantly. 338 00:16:58,920 --> 00:17:02,680 Speaker 3: What has happened not just the media companies traditional media 339 00:17:02,720 --> 00:17:05,919 Speaker 3: companies that are bidding for those rights now, Amazon, Thursday 340 00:17:06,000 --> 00:17:10,240 Speaker 3: Night Football, Apple with Major League Soccer. You're seeing what 341 00:17:10,440 --> 00:17:13,120 Speaker 3: ESPN Plus is doing. You see what the with NBC 342 00:17:13,200 --> 00:17:16,399 Speaker 3: intends to do with the NBA and the WNBA. It's 343 00:17:16,480 --> 00:17:20,560 Speaker 3: not just on the TV. It's due to streaming opportunities 344 00:17:20,560 --> 00:17:24,240 Speaker 3: that exist. So you're going to see increase competition for 345 00:17:24,400 --> 00:17:28,080 Speaker 3: the right to these assets because people want to watch them. 346 00:17:28,440 --> 00:17:31,439 Speaker 3: It is continuing to drive the financial model of the 347 00:17:31,480 --> 00:17:33,840 Speaker 3: TV system. People want to watch them, so we will 348 00:17:33,880 --> 00:17:36,640 Speaker 3: see more I think entrance in the market to compete 349 00:17:36,640 --> 00:17:37,280 Speaker 3: for those rights. 350 00:17:37,720 --> 00:17:39,600 Speaker 1: Talk to us a little bit about are we really 351 00:17:39,640 --> 00:17:43,080 Speaker 1: seeing some of these paramount or whatever max Are they 352 00:17:43,160 --> 00:17:46,520 Speaker 1: really willing to go into their pockets to approach their 353 00:17:46,560 --> 00:17:49,560 Speaker 1: shareholders and bid for women's volleyball? Are you seeing that? 354 00:17:49,640 --> 00:17:50,960 Speaker 1: I mean, is the money going to go there? 355 00:17:51,400 --> 00:17:53,320 Speaker 3: So I think the money goes there in a different way. 356 00:17:53,320 --> 00:17:55,760 Speaker 3: In the college side, the money is finding its way 357 00:17:55,800 --> 00:17:59,440 Speaker 3: to student athletes, especially non revenue sports student athletes via 358 00:17:59,800 --> 00:18:03,359 Speaker 3: the name and likeness for opportunities. But yes, I do 359 00:18:03,440 --> 00:18:07,160 Speaker 3: believe that these media companies are looking at women's sports now, 360 00:18:07,520 --> 00:18:11,080 Speaker 3: not as a consequence of the gate meaning attendance at facilities, 361 00:18:11,080 --> 00:18:14,119 Speaker 3: although that's important. They're looking at this from eyeballs. 362 00:18:14,320 --> 00:18:14,520 Speaker 6: You know. 363 00:18:14,560 --> 00:18:19,000 Speaker 3: If you look at the NCAA Championship women's basketball last 364 00:18:19,040 --> 00:18:22,000 Speaker 3: year out through the men, these are remarkable numbers. So 365 00:18:22,720 --> 00:18:27,320 Speaker 3: this story tells itself. It's eyeballs and money will follow eyeballs. 366 00:18:27,520 --> 00:18:30,920 Speaker 3: So yeah, I do think that women's sports are now 367 00:18:31,000 --> 00:18:35,199 Speaker 3: probably undervalued in certain segments and businesses in certain leagues, 368 00:18:35,440 --> 00:18:37,800 Speaker 3: and I think there'll be a great opportunity for them 369 00:18:38,359 --> 00:18:41,320 Speaker 3: to make up ground as a consequence of better media 370 00:18:41,359 --> 00:18:41,879 Speaker 3: rights deals. 371 00:18:42,000 --> 00:18:44,919 Speaker 10: Let's shift, if we can, from some of these fast growing, 372 00:18:45,280 --> 00:18:48,560 Speaker 10: smaller sports to one of the biggest legacy sports that 373 00:18:48,560 --> 00:18:54,520 Speaker 10: there is, Major League Baseball. Really interesting past couple of years. 374 00:18:55,200 --> 00:18:58,560 Speaker 10: This was a banner year across the board in terms 375 00:18:58,600 --> 00:19:02,240 Speaker 10: of ratings. I would argue Major League Baseball got exactly 376 00:19:02,280 --> 00:19:05,760 Speaker 10: the World Series it wonted, although probably Fox would have 377 00:19:05,800 --> 00:19:10,199 Speaker 10: liked it to go seven games in five and New 378 00:19:10,280 --> 00:19:12,800 Speaker 10: York put I like that too, But talk to me 379 00:19:12,880 --> 00:19:16,479 Speaker 10: about sort of how that flows through viewership up you know, 380 00:19:16,520 --> 00:19:19,120 Speaker 10: this has not been the fastest growing league in terms 381 00:19:19,160 --> 00:19:23,320 Speaker 10: of valuations. Sort of flow that through for us. You 382 00:19:23,359 --> 00:19:25,360 Speaker 10: know how it affects the business of baseball. 383 00:19:25,600 --> 00:19:26,639 Speaker 5: Yeah, it's a great question. 384 00:19:26,720 --> 00:19:29,240 Speaker 3: Look, I'm a Yankees fan, so always torturous and watched 385 00:19:29,240 --> 00:19:32,800 Speaker 3: the series fillion. So if you think about institutional money 386 00:19:32,960 --> 00:19:35,879 Speaker 3: which is coming into sports now, it's not just wealthy individuals. 387 00:19:36,040 --> 00:19:39,240 Speaker 3: Institutional money is looking at these different assets, different leads 388 00:19:39,240 --> 00:19:41,840 Speaker 3: and saying, what should we buy? Where's the best upside 389 00:19:41,840 --> 00:19:44,520 Speaker 3: for US Baseball's viewership. I think since like two thousand 390 00:19:44,520 --> 00:19:47,280 Speaker 3: and seven is down probably ten million in date and 391 00:19:47,320 --> 00:19:50,800 Speaker 3: people attending, and some of the rules changes have made 392 00:19:50,800 --> 00:19:53,399 Speaker 3: the game more exciting. You're also right they had the 393 00:19:53,560 --> 00:19:56,000 Speaker 3: ultimate in the World Series matchup with the Dodgers and 394 00:19:56,040 --> 00:19:59,240 Speaker 3: the Yankees. I do believe institutional money is going to 395 00:19:59,280 --> 00:20:01,920 Speaker 3: look at base all now and think, hey, is there 396 00:20:01,920 --> 00:20:05,080 Speaker 3: an opportunity here are these values low? I do know 397 00:20:05,200 --> 00:20:08,280 Speaker 3: there have been multiple teams on the market that haven't sold. 398 00:20:08,720 --> 00:20:11,640 Speaker 3: They haven't gotten to a valuation level that they would 399 00:20:11,640 --> 00:20:14,639 Speaker 3: have wanted to, which is north of two billion. And 400 00:20:14,720 --> 00:20:18,240 Speaker 3: so it's not just baseball in and of itself. It's 401 00:20:18,320 --> 00:20:21,480 Speaker 3: against should buy baseball team, a soccer team, a hockey team. 402 00:20:21,560 --> 00:20:24,600 Speaker 10: Right now in the NFL with private equity, you know, 403 00:20:24,720 --> 00:20:26,359 Speaker 10: being a lot to get in there, right. 404 00:20:26,800 --> 00:20:29,959 Speaker 3: Correct, And I think that will completely transform This has 405 00:20:29,960 --> 00:20:32,479 Speaker 3: been going on to other sports institutional money has been 406 00:20:32,520 --> 00:20:35,800 Speaker 3: allowed in. Now it's in the NFL. Franchise values are 407 00:20:35,840 --> 00:20:40,320 Speaker 3: skyrocketing Baseball, I think now because of a great better 408 00:20:40,359 --> 00:20:43,080 Speaker 3: product with the pitch count and some of the other 409 00:20:43,160 --> 00:20:46,840 Speaker 3: rules changes to move the game along. I think they're 410 00:20:46,960 --> 00:20:51,199 Speaker 3: probably now those clubs are probably undervalued relative to the 411 00:20:51,320 --> 00:20:55,800 Speaker 3: other institutional investment opportunities that exist in sports. So I 412 00:20:55,840 --> 00:20:58,080 Speaker 3: think Major League Baseball will be one to watch in 413 00:20:58,119 --> 00:20:59,080 Speaker 3: the next couple of years. 414 00:20:59,200 --> 00:21:01,000 Speaker 1: Frank I got to ask this because you know, we're 415 00:21:01,000 --> 00:21:03,240 Speaker 1: talking about youth sports, We're talking about an IL. Now 416 00:21:03,240 --> 00:21:05,840 Speaker 1: you're talking about where the institutional money thinks the best 417 00:21:05,840 --> 00:21:08,560 Speaker 1: return on investment is across you know call it, you 418 00:21:08,560 --> 00:21:13,120 Speaker 1: know sports in general, women's, women's, men's, you know, youth sports, 419 00:21:13,160 --> 00:21:16,600 Speaker 1: you know, adult whatever. So here's my question for you. You know, 420 00:21:16,720 --> 00:21:18,800 Speaker 1: you look at what's gone on with Middle East money 421 00:21:18,800 --> 00:21:22,280 Speaker 1: heading into EPF and heading into you know, golf, and 422 00:21:22,480 --> 00:21:24,680 Speaker 1: you know live golf and all that, and you look 423 00:21:24,720 --> 00:21:28,520 Speaker 1: for the opportunity for deep pocketed investors to disrupt and 424 00:21:28,800 --> 00:21:32,160 Speaker 1: entire you know, sports, a sporting industry, and I think 425 00:21:32,200 --> 00:21:34,800 Speaker 1: of college sports here, and I correct me if I'm wrong. 426 00:21:34,880 --> 00:21:37,480 Speaker 1: But if you had deep pocketed investors and you found 427 00:21:37,480 --> 00:21:40,639 Speaker 1: a university and you're willing now to pay these college athletes, 428 00:21:40,960 --> 00:21:42,760 Speaker 1: you know, money is that they can't get anywhere else, 429 00:21:42,800 --> 00:21:45,399 Speaker 1: and you know feel the you know in Alabama Crimson 430 00:21:45,440 --> 00:21:47,880 Speaker 1: Tide like you know, college football team. I mean, what's 431 00:21:47,920 --> 00:21:51,200 Speaker 1: to stop them from doing that? Given where the regulatory 432 00:21:51,200 --> 00:21:55,240 Speaker 1: regime here is in regard to student athletes getting paid. 433 00:21:56,000 --> 00:21:59,800 Speaker 3: You know, it's a really complicated issue. There are major 434 00:22:00,000 --> 00:22:04,880 Speaker 3: concerns relating to whether student athletes are or are not employees. 435 00:22:05,440 --> 00:22:08,680 Speaker 3: There are NLRB cases working their way through the system, 436 00:22:09,320 --> 00:22:16,639 Speaker 3: their their union, their unionization concerns. I'm hopeful that we 437 00:22:16,720 --> 00:22:19,520 Speaker 3: don't get there, that we ultimately get to some place 438 00:22:19,600 --> 00:22:23,639 Speaker 3: where there's a commissioner of college football. Whether that should 439 00:22:23,640 --> 00:22:28,520 Speaker 3: be the NCAA or outside is an important consideration. Remember 440 00:22:28,600 --> 00:22:32,840 Speaker 3: that the top football teams in the United States college 441 00:22:33,160 --> 00:22:35,320 Speaker 3: which is the second largest sport in the world. By 442 00:22:35,359 --> 00:22:38,560 Speaker 3: the way, if you've aggregate it after the NFL in value, 443 00:22:38,880 --> 00:22:44,600 Speaker 3: but their public institutions. So these public institutions are unlikely 444 00:22:44,640 --> 00:22:47,280 Speaker 3: to accept private equity money to buy their sports teams. 445 00:22:47,280 --> 00:22:50,960 Speaker 3: That is an unlikely outcome. So how does money flow 446 00:22:50,960 --> 00:22:54,840 Speaker 3: into that system. It's largely been through these TV rights deals. 447 00:22:54,840 --> 00:22:57,240 Speaker 3: But now what's happening is a consequence of the nil 448 00:22:57,320 --> 00:23:01,680 Speaker 3: opportunities for these student athletes. You have multiple millionaires young 449 00:23:01,720 --> 00:23:04,440 Speaker 3: men and women now I think will have the opportunity 450 00:23:04,359 --> 00:23:08,440 Speaker 3: they're millionaires while they're in college, and they will leave 451 00:23:08,480 --> 00:23:10,879 Speaker 3: and they'll go to the highest bidder. That's good for 452 00:23:11,000 --> 00:23:14,560 Speaker 3: college student athletes in football and basketball, but there's also 453 00:23:14,560 --> 00:23:17,600 Speaker 3: a challenge for that for the non revenue sports, which 454 00:23:17,600 --> 00:23:21,199 Speaker 3: has been the foundation for Olympic movement. Universities have been 455 00:23:21,240 --> 00:23:24,400 Speaker 3: the foundation for supporting Olympic athletes. So there's so many 456 00:23:24,480 --> 00:23:28,200 Speaker 3: dynamics at play here. You know, the top football player, quarterback, 457 00:23:28,240 --> 00:23:29,919 Speaker 3: how much is he going to make. The top women's 458 00:23:29,920 --> 00:23:31,800 Speaker 3: basketball player, how much is she going to make? What 459 00:23:31,880 --> 00:23:34,800 Speaker 3: about the women's stiel hockey player. What's going to happen there? 460 00:23:34,800 --> 00:23:37,640 Speaker 3: Those university is going to continue to support those sports. 461 00:23:38,000 --> 00:23:40,320 Speaker 3: There is a lot that's in play right now, in 462 00:23:40,320 --> 00:23:41,240 Speaker 3: the next couple of years. 463 00:23:41,640 --> 00:23:43,960 Speaker 9: I think that's so interesting. You know, I was in 464 00:23:44,040 --> 00:23:47,919 Speaker 9: Paris this year at the Olympics, and there is that 465 00:23:48,400 --> 00:23:51,679 Speaker 9: sense that all of these college athletes go into the 466 00:23:51,720 --> 00:23:54,399 Speaker 9: Olympics and that's exactly their path, and they wouldn't be 467 00:23:54,400 --> 00:23:57,200 Speaker 9: able to train if it weren't for you know, Texas 468 00:23:57,240 --> 00:24:00,239 Speaker 9: giving them the platform, Stanford giving them the platform. So 469 00:24:00,280 --> 00:24:03,439 Speaker 9: do you think that they will start having to have 470 00:24:03,560 --> 00:24:07,080 Speaker 9: their own collectives? You know, Olympic style sports. Is USA 471 00:24:07,240 --> 00:24:10,520 Speaker 9: rowing going to have to get involved into you know, 472 00:24:10,720 --> 00:24:13,359 Speaker 9: college sports in the way that they have to create 473 00:24:13,400 --> 00:24:16,199 Speaker 9: sponsors for both ways they already have. 474 00:24:16,480 --> 00:24:19,880 Speaker 3: You have you have Olympic training centers at these universities, 475 00:24:20,359 --> 00:24:26,119 Speaker 3: some you know, some support track, some support you know, uh, rowing, wrestling, 476 00:24:26,160 --> 00:24:28,680 Speaker 3: whatever it, maybe field hockey. You have that happening already 477 00:24:29,000 --> 00:24:33,160 Speaker 3: where there's major fundraising efforts to allow these student athletes 478 00:24:33,200 --> 00:24:36,520 Speaker 3: to train college student athletes to train with the Olympians 479 00:24:36,600 --> 00:24:40,919 Speaker 3: or hope Olympic hopefuls, and you also have fundraising opportunities 480 00:24:40,920 --> 00:24:43,000 Speaker 3: for those people that can train, when train, when they're 481 00:24:43,040 --> 00:24:46,480 Speaker 3: done competing at these colleges and universities that that is 482 00:24:46,520 --> 00:24:48,440 Speaker 3: on your way. I think we will see more of that. 483 00:24:49,119 --> 00:24:51,120 Speaker 3: And think about some of these matchups that you saw 484 00:24:51,119 --> 00:24:53,520 Speaker 3: in the Olympics. Some of the best were in women's sports, 485 00:24:53,560 --> 00:24:58,040 Speaker 3: femcabol right running against Sidney McLoughlin and Groning. Those were 486 00:24:58,200 --> 00:25:03,480 Speaker 3: epic competitions and that helps the colleges and universities that 487 00:25:03,560 --> 00:25:07,000 Speaker 3: sponsor those sports, that have her training at their facility. 488 00:25:07,520 --> 00:25:09,080 Speaker 3: So I think you're going to see more and more 489 00:25:09,160 --> 00:25:10,919 Speaker 3: of that type of model. We need to have that 490 00:25:10,960 --> 00:25:11,720 Speaker 3: type of the model. 491 00:25:12,080 --> 00:25:14,480 Speaker 1: Our thanks to Frank Ryan for joining us. He's Global 492 00:25:14,480 --> 00:25:18,280 Speaker 1: co Chair, Global co CEO, and the America's Chair at DLA. 493 00:25:18,480 --> 00:25:22,200 Speaker 1: Piper Up Next, how, a former director of performance for 494 00:25:22,280 --> 00:25:24,920 Speaker 1: the New York Necks and Los Angeles Lakers, has been 495 00:25:24,920 --> 00:25:28,840 Speaker 1: developing a new all natural sports beverage. How he's looking 496 00:25:28,840 --> 00:25:31,480 Speaker 1: to get the NBA to buy in. For my colleagues, 497 00:25:31,560 --> 00:25:34,520 Speaker 1: Jason Kelly and Vanessa Perdomo, I'm Damian Sasaur and you're 498 00:25:34,560 --> 00:25:37,520 Speaker 1: listening to the Bloomberg Business of Sports from Bloomberg Radio 499 00:25:37,960 --> 00:25:39,080 Speaker 1: around the world. 500 00:25:44,280 --> 00:25:48,200 Speaker 2: This is Bloomberg Business of Sports from Bloomberg Radio. 501 00:25:49,520 --> 00:25:51,639 Speaker 1: Thanks for joining us on the Bloomberg Business of Sports, 502 00:25:51,680 --> 00:25:54,120 Speaker 1: where we explore the big money issues in the world 503 00:25:54,200 --> 00:25:57,480 Speaker 1: of sports. I'm Damian Sas, along with special guest host 504 00:25:57,560 --> 00:26:02,440 Speaker 1: Vanessa Perdomo of Bloomberg Originals and Bloomberg US Sports Business 505 00:26:02,480 --> 00:26:07,199 Speaker 1: reporter Randall Williams, Michael Barr, and Scarlet fur Off. MoU 506 00:26:07,320 --> 00:26:10,600 Speaker 1: Bark bar Malik is the co founder and CEO of 507 00:26:10,640 --> 00:26:14,280 Speaker 1: a new sports drink company called Barcode, and he's taking 508 00:26:14,280 --> 00:26:16,480 Speaker 1: what he's learned as director of Performance for the Nixon 509 00:26:16,520 --> 00:26:19,320 Speaker 1: Lakers to help grow the brand. Here now to talk 510 00:26:19,359 --> 00:26:22,360 Speaker 1: to us about the venture is Barr Malik himself. Bar 511 00:26:22,920 --> 00:26:24,600 Speaker 1: Welcome to the Bloomberg Business of Sports. 512 00:26:25,080 --> 00:26:28,320 Speaker 4: Thank you guys. Yeah, I really excited. I'm always honored 513 00:26:28,520 --> 00:26:29,440 Speaker 4: to be on Bloomberg. 514 00:26:29,960 --> 00:26:32,520 Speaker 6: We were there a few months ago with Jada Kiss 515 00:26:32,520 --> 00:26:36,280 Speaker 6: for his flavor launch, but Barco Performance Waters has taken off. 516 00:26:36,320 --> 00:26:40,800 Speaker 6: We were just most recently nominated by Bennett for one 517 00:26:40,840 --> 00:26:42,840 Speaker 6: of the Best of twenty twenty four awards, and it 518 00:26:42,840 --> 00:26:46,199 Speaker 6: could be in the categories of either Founder, Flavor, Launch, 519 00:26:46,480 --> 00:26:50,000 Speaker 6: or just brand. So really exciting times for the company 520 00:26:50,200 --> 00:26:53,600 Speaker 6: that started actually in New York just four years ago. 521 00:26:53,800 --> 00:26:57,000 Speaker 6: Around this time, I started my career in sports and 522 00:26:57,720 --> 00:27:01,080 Speaker 6: I majored in sports science and sports nutrition. And you 523 00:27:01,119 --> 00:27:04,280 Speaker 6: know through my hours of spending time with basketball players, 524 00:27:04,359 --> 00:27:06,520 Speaker 6: you know, over the last you know, past ten years 525 00:27:06,520 --> 00:27:09,240 Speaker 6: and being the head of performance with the Knicks of 526 00:27:09,280 --> 00:27:13,200 Speaker 6: the time. Nutrition is the cornerstone to wellness and health 527 00:27:13,240 --> 00:27:16,080 Speaker 6: and you know, Barcode Performance Water is the code to 528 00:27:16,160 --> 00:27:18,040 Speaker 6: health because what you consume, what you put in your 529 00:27:18,080 --> 00:27:20,960 Speaker 6: body allows you to be the best version of yourself, 530 00:27:21,280 --> 00:27:23,680 Speaker 6: you know, whether you're playing a basketball game or just living, 531 00:27:23,760 --> 00:27:25,199 Speaker 6: you know, or playing the game of life. 532 00:27:26,040 --> 00:27:26,240 Speaker 5: You know. 533 00:27:26,520 --> 00:27:29,400 Speaker 6: I just felt like we need to provide better beverages 534 00:27:29,440 --> 00:27:32,960 Speaker 6: for people that have you know, access you know to 535 00:27:33,119 --> 00:27:36,720 Speaker 6: better nutrition, better quality and products, and why not you know, 536 00:27:37,560 --> 00:27:40,399 Speaker 6: put together a brand that is derived out of sports 537 00:27:40,440 --> 00:27:44,159 Speaker 6: science and you know effications through you know, the best 538 00:27:44,320 --> 00:27:46,680 Speaker 6: nutrition and the best my vitamins and mintos. Your body 539 00:27:46,720 --> 00:27:49,440 Speaker 6: needs to be healthy. And then you know, branded with 540 00:27:49,440 --> 00:27:52,480 Speaker 6: with sports and the culture. And I felt like, you know, 541 00:27:52,520 --> 00:27:55,280 Speaker 6: bar Code is the leader and the performer formance Water 542 00:27:55,320 --> 00:27:58,720 Speaker 6: space because of the conglomerate of people that are involved. 543 00:27:58,840 --> 00:28:01,440 Speaker 6: And I'm just as a founder to be here because 544 00:28:01,760 --> 00:28:04,159 Speaker 6: you know, it started from sports and now has evolved 545 00:28:04,160 --> 00:28:07,680 Speaker 6: into one of the category disruptor and a space that's 546 00:28:07,800 --> 00:28:11,280 Speaker 6: very diluted in archaic and I feel like, you know, 547 00:28:11,520 --> 00:28:15,720 Speaker 6: our beverage is a trendsetter, and it's setting the pace 548 00:28:15,720 --> 00:28:17,640 Speaker 6: for what you know it means to be better and 549 00:28:17,920 --> 00:28:20,720 Speaker 6: we have that product the barcodem excited to discuss it here. 550 00:28:20,960 --> 00:28:23,400 Speaker 11: Yeah, absolutely, you know, I'd love to hear more about 551 00:28:23,440 --> 00:28:25,879 Speaker 11: how you're trying to break up that space because, like 552 00:28:25,920 --> 00:28:30,040 Speaker 11: you mentioned, it is a very crowded marketplace for sports drenths. 553 00:28:30,359 --> 00:28:32,919 Speaker 11: So when you go to athletes and you approach people 554 00:28:32,920 --> 00:28:35,600 Speaker 11: and new partners, what are those things that you bring 555 00:28:35,680 --> 00:28:37,879 Speaker 11: to them and say that this is different and this 556 00:28:38,080 --> 00:28:40,600 Speaker 11: is you know, something that you haven't really experienced before. 557 00:28:40,680 --> 00:28:43,360 Speaker 9: It's creating a gap in the market that was there. 558 00:28:43,840 --> 00:28:47,400 Speaker 4: I think first and foremost is the formulation and the ingredients. 559 00:28:47,640 --> 00:28:50,440 Speaker 6: You know, I think you know typically and you know 560 00:28:50,520 --> 00:28:52,479 Speaker 6: me having a different background and looking at it from 561 00:28:52,520 --> 00:28:55,760 Speaker 6: the inside out. Typically you know a lot of sports 562 00:28:55,800 --> 00:29:00,040 Speaker 6: beverages are just beverages in general. You look at the 563 00:29:00,080 --> 00:29:03,480 Speaker 6: cost to source the ingredients, to cost on shelf, and 564 00:29:03,520 --> 00:29:07,200 Speaker 6: then you typically try to model it after your competitors, 565 00:29:07,200 --> 00:29:10,040 Speaker 6: which means you're trying to get into the market as 566 00:29:10,040 --> 00:29:13,000 Speaker 6: fast as you possibly can with the cheapest ingredients and 567 00:29:13,080 --> 00:29:15,400 Speaker 6: the cheapest cost to beat out. 568 00:29:15,440 --> 00:29:17,200 Speaker 4: You know, the gatoraise and power raids. 569 00:29:17,280 --> 00:29:20,560 Speaker 6: Whereas what happens there you lose the integrity of what 570 00:29:20,600 --> 00:29:21,240 Speaker 6: you're building. 571 00:29:21,400 --> 00:29:23,480 Speaker 4: And because this product wasn't. 572 00:29:23,280 --> 00:29:27,160 Speaker 6: Built and like a marketing you know experiment, it wasn't 573 00:29:27,200 --> 00:29:29,640 Speaker 6: built in a focused group. This was built you know, 574 00:29:29,680 --> 00:29:32,240 Speaker 6: on the sidelines, in real time with real athletes, and 575 00:29:32,960 --> 00:29:36,160 Speaker 6: this is what athletes consume. On TV, you see you 576 00:29:36,240 --> 00:29:38,560 Speaker 6: might see different logos, you might see different things. You 577 00:29:38,640 --> 00:29:42,160 Speaker 6: might see tapes, taped bottles on the sideline, and that 578 00:29:42,280 --> 00:29:46,000 Speaker 6: is because typically what's in these bottles is some type 579 00:29:46,000 --> 00:29:50,840 Speaker 6: of electrolyte formulation, b vitamins you know, low sugar, no 580 00:29:50,960 --> 00:29:54,600 Speaker 6: sugar at all at times probably, and coconut waters and 581 00:29:54,640 --> 00:29:56,760 Speaker 6: all these other mixes that are you know, put together, 582 00:29:56,840 --> 00:29:59,040 Speaker 6: some players can be healthy and hydrated, you know, not 583 00:29:59,120 --> 00:30:00,920 Speaker 6: just during the game but all so you know, during 584 00:30:00,960 --> 00:30:03,160 Speaker 6: travel and also in the recovery hours. 585 00:30:03,440 --> 00:30:06,280 Speaker 4: So Barcode is consumed in real time. 586 00:30:06,440 --> 00:30:10,280 Speaker 6: And because of the structure of the ingredients, the go 587 00:30:10,400 --> 00:30:13,800 Speaker 6: to market strategy when we launched it wasn't going after gatorade, 588 00:30:13,800 --> 00:30:15,680 Speaker 6: It wasn't going off the body armor because we didn't 589 00:30:15,720 --> 00:30:18,400 Speaker 6: have the costs at a place where we could even compete, 590 00:30:18,440 --> 00:30:21,080 Speaker 6: So we decided to really just sink our teeth into 591 00:30:21,960 --> 00:30:26,440 Speaker 6: sourcing the highest level of ingredients over time scaling it 592 00:30:26,480 --> 00:30:28,400 Speaker 6: so the cost to make it, you know, starts to 593 00:30:28,440 --> 00:30:31,080 Speaker 6: come down, and then stay very disciplined into you know, 594 00:30:31,360 --> 00:30:33,760 Speaker 6: our market strategy of where who's buying the product so 595 00:30:33,800 --> 00:30:36,400 Speaker 6: that we don't have to cheapen the ingredients day one. 596 00:30:36,480 --> 00:30:39,120 Speaker 6: So when we go into our partnership conversations and we 597 00:30:39,160 --> 00:30:42,360 Speaker 6: talk about like, why are we disrupting an industry, why 598 00:30:42,360 --> 00:30:44,520 Speaker 6: are we differentiated compared to what you've seen in the past. 599 00:30:44,600 --> 00:30:47,600 Speaker 6: Is one is we've taken the stairs, you know, to 600 00:30:47,760 --> 00:30:49,640 Speaker 6: get to a place where we could even compete on 601 00:30:49,720 --> 00:30:52,920 Speaker 6: shelf with some of these more iconic, you know, products 602 00:30:52,960 --> 00:30:54,800 Speaker 6: that we have seen that has been there for twenty 603 00:30:54,840 --> 00:30:57,120 Speaker 6: years at a cheaper cost. But now we're able to 604 00:30:57,120 --> 00:31:00,560 Speaker 6: compete at a price because of the time to get 605 00:31:00,800 --> 00:31:03,400 Speaker 6: to scale the product without. 606 00:31:03,120 --> 00:31:04,720 Speaker 4: Losing the integrity of the ingredients. 607 00:31:04,720 --> 00:31:07,160 Speaker 6: So the vitamin D is sourced from the highest possible 608 00:31:07,160 --> 00:31:11,120 Speaker 6: supplier for vitamin D and as plant based, the magnesium 609 00:31:11,160 --> 00:31:15,280 Speaker 6: is the highest quality. Magnesium is not artificial. Ganda does 610 00:31:15,320 --> 00:31:17,240 Speaker 6: the best, you know, greater Osha Ganda. You can have 611 00:31:17,240 --> 00:31:20,080 Speaker 6: as whole foods complyiant and then you have you know, 612 00:31:20,560 --> 00:31:23,200 Speaker 6: reverse osmosis filled water. You have coconut water, you have 613 00:31:23,200 --> 00:31:25,040 Speaker 6: a little sugar, you have monk fruits, all these things 614 00:31:25,040 --> 00:31:28,320 Speaker 6: that are put together that you know, just from a 615 00:31:28,360 --> 00:31:31,400 Speaker 6: health perspective, you're going to get it in this product. 616 00:31:31,920 --> 00:31:34,080 Speaker 6: And then over time the taste you start to kind 617 00:31:34,080 --> 00:31:37,920 Speaker 6: of you know, enhance the taste to make it more commercialized. 618 00:31:37,960 --> 00:31:39,800 Speaker 4: So it's not you know, there's in't a bitter. 619 00:31:39,640 --> 00:31:42,600 Speaker 6: Aftertaste to it because you've learned from consumer feedback that 620 00:31:42,680 --> 00:31:45,080 Speaker 6: this is okay, Like this is the palette that needs 621 00:31:45,120 --> 00:31:46,560 Speaker 6: to meet the needs of a sports player. This is 622 00:31:46,560 --> 00:31:48,440 Speaker 6: the power needs to meet the needs of you know, 623 00:31:48,480 --> 00:31:51,360 Speaker 6: Vanessa a Bloomberg who doesn't play sports, but she goes 624 00:31:51,400 --> 00:31:52,040 Speaker 6: to pilate. 625 00:31:52,240 --> 00:31:55,200 Speaker 11: Whoa, whoa, whoa, whoa whoa. 626 00:31:55,440 --> 00:32:01,560 Speaker 6: My point is women don't play sports. You know, you 627 00:32:01,640 --> 00:32:05,840 Speaker 6: have the cost you know, can our distributors, in our 628 00:32:06,000 --> 00:32:08,200 Speaker 6: our retail partners, can they make money off of selling 629 00:32:08,200 --> 00:32:11,040 Speaker 6: the product because the margin profile is high without diluting 630 00:32:11,080 --> 00:32:14,800 Speaker 6: the ingredient panel. So it's already different because of how 631 00:32:14,840 --> 00:32:17,360 Speaker 6: we source it. And then when you talk about like 632 00:32:18,280 --> 00:32:20,600 Speaker 6: the number of athletes who are connected to the product, 633 00:32:20,800 --> 00:32:23,440 Speaker 6: we have the biggest names, you know, from Victor wiman 634 00:32:23,520 --> 00:32:26,280 Speaker 6: Yama to Derek Fisher. I mean you have Hall of 635 00:32:26,280 --> 00:32:30,440 Speaker 6: Fame coaches and players to the face of the NBA 636 00:32:30,760 --> 00:32:33,880 Speaker 6: as investors and partners with the brand because of this 637 00:32:33,960 --> 00:32:36,120 Speaker 6: is what they consumed, you know, on the sideline. Derek 638 00:32:36,160 --> 00:32:38,400 Speaker 6: Fisher was a coach in New York in twenty thirteen, 639 00:32:38,480 --> 00:32:39,120 Speaker 6: twenty fourteen. 640 00:32:39,440 --> 00:32:41,320 Speaker 4: Let me ask you this, let. 641 00:32:41,240 --> 00:32:43,080 Speaker 12: Me cut in and ask you this. What is your 642 00:32:43,120 --> 00:32:46,040 Speaker 12: pitch to athletes and sports people when you're trying to 643 00:32:46,160 --> 00:32:48,040 Speaker 12: get them on board with this, Because there are a 644 00:32:48,040 --> 00:32:51,200 Speaker 12: lot of sports brands out there that aren't necessarily sports 645 00:32:51,320 --> 00:32:54,160 Speaker 12: drink brands, but they're looking for investors or looking for partners. 646 00:32:54,160 --> 00:32:56,080 Speaker 12: When you get someone like Victor won Binyama, and I 647 00:32:56,080 --> 00:32:59,440 Speaker 12: think Kyle Kuzma has an interesting place within sports culture 648 00:32:59,480 --> 00:33:02,080 Speaker 12: as well, and then Jadakiss as well, like, what is 649 00:33:02,120 --> 00:33:03,280 Speaker 12: your pitch to get these. 650 00:33:03,120 --> 00:33:05,480 Speaker 4: Guys who's an investor? 651 00:33:05,520 --> 00:33:09,280 Speaker 6: I mean, look, here's the thing in sports teams, right, 652 00:33:10,240 --> 00:33:14,840 Speaker 6: the reality of a sports team the people they spend 653 00:33:14,840 --> 00:33:17,400 Speaker 6: the most, athletes spend the most time with or even 654 00:33:17,400 --> 00:33:20,240 Speaker 6: not even the people. If you pick one person that 655 00:33:20,400 --> 00:33:23,440 Speaker 6: the head coach relies on for information and or the 656 00:33:23,480 --> 00:33:26,720 Speaker 6: players spend the most time with, it is usually an 657 00:33:26,760 --> 00:33:30,520 Speaker 6: athletic therapist or a performance or strength and conditioning coach. 658 00:33:30,880 --> 00:33:35,120 Speaker 6: They spend all their time with the sports medicine team, 659 00:33:35,120 --> 00:33:40,240 Speaker 6: from recovery to treatment, to postgame to travel, all the 660 00:33:40,440 --> 00:33:42,800 Speaker 6: all the everything that the team is organized around is 661 00:33:42,840 --> 00:33:46,720 Speaker 6: around the performance, awandants of the team. So my pitch 662 00:33:46,760 --> 00:33:49,760 Speaker 6: to athletes and teams is like, look, I sat and 663 00:33:50,080 --> 00:33:52,200 Speaker 6: I sat in that role for twelve years. 664 00:33:52,280 --> 00:33:55,959 Speaker 4: I have a master's degree, you know, a human performance. 665 00:33:56,240 --> 00:33:58,360 Speaker 6: I spent you know, all this time with the Knicks, 666 00:33:58,400 --> 00:34:02,240 Speaker 6: with excellent people and just players. And if I didn't 667 00:34:02,520 --> 00:34:04,720 Speaker 6: leave the game to create a company that I felt 668 00:34:04,720 --> 00:34:07,280 Speaker 6: like was better than you know, the pundits that we 669 00:34:07,280 --> 00:34:10,440 Speaker 6: have seen over the years, it would be me giving 670 00:34:10,440 --> 00:34:12,719 Speaker 6: you this product. I would give you this product on 671 00:34:12,719 --> 00:34:15,080 Speaker 6: the sideline because this solves not a lot of issues 672 00:34:16,120 --> 00:34:20,319 Speaker 6: for the training staff sourcing out powders and gels and electrolytes. 673 00:34:20,400 --> 00:34:22,759 Speaker 6: Just this is a one one stop shop within a 674 00:34:22,800 --> 00:34:25,680 Speaker 6: product that if I was working on any sideline within 675 00:34:25,760 --> 00:34:28,760 Speaker 6: the NBA NFL or MLB or even in MLS or soccer. 676 00:34:29,400 --> 00:34:31,080 Speaker 4: I would be the person giving you this products. 677 00:34:31,080 --> 00:34:32,960 Speaker 6: And if I had a product to bet on, it 678 00:34:33,000 --> 00:34:36,520 Speaker 6: would be something that had the quality of these ingredients 679 00:34:36,520 --> 00:34:40,080 Speaker 6: in it that didn't, you know, create other secondary problems 680 00:34:40,120 --> 00:34:42,320 Speaker 6: because you wanted to consume it, you know, off outside 681 00:34:42,320 --> 00:34:43,960 Speaker 6: of the pitch and or the core or the field. 682 00:34:44,280 --> 00:34:46,520 Speaker 4: And that would be and that's the that's the game. 683 00:34:46,560 --> 00:34:48,560 Speaker 6: It's like, look, why don't you become a part of 684 00:34:48,560 --> 00:34:50,680 Speaker 6: a brand that your players were actually invested in drink 685 00:34:50,719 --> 00:34:53,640 Speaker 6: and consume. From a team's perspective, they're not going to 686 00:34:53,680 --> 00:34:56,520 Speaker 6: drink the other products because it's not that healthy. Why 687 00:34:56,560 --> 00:34:59,120 Speaker 6: don't you partner with the team that you know, a 688 00:34:59,160 --> 00:35:02,359 Speaker 6: brand that provide real substance to your. 689 00:35:02,239 --> 00:35:03,680 Speaker 4: Players in real time. 690 00:35:03,760 --> 00:35:08,759 Speaker 6: And then for athletes, it's like, look, availability is the 691 00:35:08,840 --> 00:35:11,000 Speaker 6: name of the game, right. If you can stay healthier 692 00:35:11,000 --> 00:35:13,640 Speaker 6: for longer periods of time, you can make more money 693 00:35:13,680 --> 00:35:14,720 Speaker 6: over the course of your career. 694 00:35:15,080 --> 00:35:16,560 Speaker 4: You can take care of your family longer. 695 00:35:16,600 --> 00:35:19,960 Speaker 6: That's all athletes care about, literally nothing else is how 696 00:35:19,960 --> 00:35:22,440 Speaker 6: long can I play? How much revenue can I generate? 697 00:35:22,880 --> 00:35:24,440 Speaker 6: Can I take care of my family for twenty five 698 00:35:24,520 --> 00:35:27,239 Speaker 6: years off of playing for ten. Yes, in order to 699 00:35:27,280 --> 00:35:30,719 Speaker 6: do that is games played, is being available outside of 700 00:35:30,719 --> 00:35:32,600 Speaker 6: being a good teammate and just being a good person, 701 00:35:33,480 --> 00:35:36,000 Speaker 6: it's health. So why not consume things or be a 702 00:35:36,040 --> 00:35:38,680 Speaker 6: part of things that you tangibly can use and promote 703 00:35:38,680 --> 00:35:41,399 Speaker 6: and support because of the integrity of the product and 704 00:35:41,440 --> 00:35:45,120 Speaker 6: also the people who are behind it, you are experts 705 00:35:45,120 --> 00:35:46,600 Speaker 6: and human performance, and that's the pitch. 706 00:35:47,080 --> 00:35:48,840 Speaker 12: Where do you think Barco is going to be in 707 00:35:48,880 --> 00:35:50,920 Speaker 12: the next five years? I think that if you are 708 00:35:51,040 --> 00:35:54,080 Speaker 12: working this industry and you're familiar with the sports drink space, 709 00:35:54,160 --> 00:35:56,080 Speaker 12: then you know that this brand has been on the 710 00:35:56,160 --> 00:35:58,680 Speaker 12: rise for a minute. But when you first see let's 711 00:35:58,680 --> 00:36:01,759 Speaker 12: say twenty thirty barcode going to be, where are people 712 00:36:01,880 --> 00:36:03,000 Speaker 12: going to be able to find it? 713 00:36:04,760 --> 00:36:08,080 Speaker 6: I think, well, you know, over the next few years, 714 00:36:08,120 --> 00:36:11,160 Speaker 6: you'll see us probably you know, partnering with a bigger 715 00:36:11,600 --> 00:36:15,480 Speaker 6: you know entity. You know, a lot of these bigger 716 00:36:15,480 --> 00:36:18,440 Speaker 6: conglomerates are looking for, you know, a better for you 717 00:36:18,440 --> 00:36:20,360 Speaker 6: younger you know, hydration products. 718 00:36:20,400 --> 00:36:22,080 Speaker 4: You know, since body arm or soul for eight. 719 00:36:21,920 --> 00:36:24,800 Speaker 6: Billion a few years ago, now everyone's looking for the 720 00:36:25,120 --> 00:36:28,000 Speaker 6: next big, big product, and I believe Barco does that product. 721 00:36:28,040 --> 00:36:29,400 Speaker 4: I think you know we will. 722 00:36:29,920 --> 00:36:33,919 Speaker 6: You'll see us launching in national retailers that everyone's familiar with, 723 00:36:33,920 --> 00:36:36,480 Speaker 6: like a seven eleven, Walmart, Costco. And within the next 724 00:36:36,520 --> 00:36:39,440 Speaker 6: eighteen months, you'll see us, No, not just on the coast. 725 00:36:39,560 --> 00:36:42,000 Speaker 6: Right now, we're currently only in California and New York, New. 726 00:36:41,920 --> 00:36:43,280 Speaker 4: Jersey, Texas and Florida. 727 00:36:43,640 --> 00:36:46,640 Speaker 6: But you'll start to see us expand into the middle 728 00:36:46,640 --> 00:36:48,960 Speaker 6: of the markets and you'll see us in bigger retailers, 729 00:36:49,120 --> 00:36:52,440 Speaker 6: start to be more you know, visual product that we 730 00:36:52,480 --> 00:36:54,440 Speaker 6: won't just be speaking about here on the coast, but 731 00:36:54,480 --> 00:36:56,440 Speaker 6: more in the middle of America and part of you know, 732 00:36:56,480 --> 00:36:59,880 Speaker 6: the community of people you know who don't necessarily you 733 00:37:00,040 --> 00:37:04,160 Speaker 6: don't care about some of the mushrooms and plant based ingredients. 734 00:37:04,200 --> 00:37:05,480 Speaker 4: They just want better for you products. 735 00:37:05,520 --> 00:37:08,840 Speaker 6: And I think you know, having the ability to scale down, 736 00:37:09,239 --> 00:37:13,040 Speaker 6: you'll see us, you know, with a bigger national footprint. 737 00:37:13,160 --> 00:37:14,959 Speaker 4: You'll see us with bigger retailers. 738 00:37:15,280 --> 00:37:18,160 Speaker 6: You'll see us partner with you know, a bigger entity 739 00:37:18,239 --> 00:37:22,520 Speaker 6: who has you know, bigger distribution channels, a lot more 740 00:37:22,600 --> 00:37:25,520 Speaker 6: you know, uh cash flow and revenue where we can 741 00:37:25,640 --> 00:37:28,920 Speaker 6: you know, leverage their network of influence on a distribution 742 00:37:29,000 --> 00:37:32,720 Speaker 6: and supply side, and then you'll see us probably in Europe, 743 00:37:33,000 --> 00:37:35,520 Speaker 6: whether it's London or Paris, because you'll see us in 744 00:37:35,560 --> 00:37:39,280 Speaker 6: one of the European markets because we have the opportunity 745 00:37:39,320 --> 00:37:40,759 Speaker 6: with with Winby to be over there. 746 00:37:41,239 --> 00:37:44,440 Speaker 1: Our thanks to move Barik bar Melik for joining us 747 00:37:44,880 --> 00:37:48,479 Speaker 1: once again. He's co founder and CEO of Barcode Performance Water. 748 00:37:49,200 --> 00:37:50,920 Speaker 1: And that does it for this week's edition of The 749 00:37:50,960 --> 00:37:53,520 Speaker 1: Bloomberg Business of Sports, A special thanks to this week's 750 00:37:53,560 --> 00:37:59,160 Speaker 1: guest host, Bloomberg Originals Chief correspondent Jason Kelly, Jason Kelly, 751 00:37:59,520 --> 00:38:03,760 Speaker 1: Bloomberg Original Sports Correspondent Vanessa Perdomo, and Bloomberg US Sports 752 00:38:03,840 --> 00:38:07,880 Speaker 1: business insider Randall Williams. Tune in again next week for 753 00:38:07,920 --> 00:38:10,799 Speaker 1: the latest on the stories moving big money in the 754 00:38:10,800 --> 00:38:14,680 Speaker 1: world of sports. You're listening to Bloomberg Business of Sports 755 00:38:14,719 --> 00:38:19,520 Speaker 1: from Bloomberg Radio around the world, and don't forget to 756 00:38:19,560 --> 00:38:22,520 Speaker 1: catch our podcast on all your podcast platforms.