Production Passport Newsletter | 🎯 Overheard at SportsPro NY: Our Top Takes from Day 1

Today’s Edition 🔎

Overheard at SportsPro New York: AI, Data and the Future of Sports

SportsPro New York 2025 delivered sharp insights on the future of sports business—from AI-driven revenue strategies to the rise of women’s sports and shifting fan behaviours. Here are the standout takeaways:

🔹 Personalisation is the Future – Charlie Kurian (Spurs Sports & Entertainment) stressed that meeting fans where they are with tailored content and ticketing options will define success. “Fans expect content that speaks directly to them,” Kurian explained.

🔹 AI is Driving Revenue Growth – Shripal Shah (Chief Digital Officer, Next League) highlighted AI’s impact, with the sports market expected to grow from $4B to $16B in five years. He pointed to the Houston Astros’ $232K boost in ticket sales from an AI chatbot and the San Francisco Giants’ 78% renewal growth through dynamic AI pricing.

🔹 Women’s Sports Are Booming – Kelsey McDonald (Strategy and Business Intelligence, New York Yankees) called the growth of women’s basketball and soccer “unbelievable,” citing the WNBA and women’s volleyball as fast-growing investment opportunities.

🔹 AI Is Changing Fan Engagement – Mike Arthur (Reuters) noted that AI-generated highlights and automated content creation are driving fan connection. “AI is still in the ‘figure it out’ phase, but it’s already transforming engagement,” he said.

Scroll below to see the full interviews!

Our Top 3 Takes 🌟

1️⃣Charlie Kurian, Director of Strategy & Innovation at Spurs Sports & Entertainment

At the heart of sports innovation, it’s not the technology but the people driving it forward. That’s the view from inside Spurs Sports and Entertainment, where Charlie Kurian, Director of Business Strategy and Innovation, is helping elite teams like the San Antonio Spurs harness AI, AR, Web3, and behavioural science—not for novelty, but for impact.

Forget the idea that sports viewership is in decline. Engagement isn’t dropping—it’s evolving. Fans today are multitasking across platforms: watching highlights, placing bets, gaming, and sharing content all within minutes. Kurian’s approach challenges organisations to meet these behaviours head-on, designing experiences that reflect how modern audiences consume sport.

But innovation isn’t about tech for tech’s sake. The most forward-thinking teams are building human-led strategies powered by digital tools—not the other way around. This means aligning with what today’s fans actually care about: authenticity, purpose, and storytelling. Gen Z isn’t just buying tickets—they’re buying into values.

As AI continues to reshape the industry, Kurian’s message is clear: the real winners will be those who use emerging tech to deepen emotional connection, not just streamline operations. In a fragmented attention economy, sport remains one of the few unifying forces—and the brands that understand this will lead the next chapter of innovation.

2️⃣Shripal Shah, Chief Digital Officer at Next League - How AI Is Transforming the Business of Sports

Shripal Shah spotlights how artificial intelligence is no longer a future ambition—it’s driving a real-time revolution across the sports business landscape. From dynamic pricing to hyper-personalized sponsorships, AI is unlocking a new tier of commercial performance.

Revenue projections speak volumes: the market for AI-driven sports revenue is on track to quadruple, scaling from $4B to $16B in just five years. Shah outlines how teams like the San Francisco Giants are already capitalizing—achieving 78% renewal growth through AI-powered pricing models. Meanwhile, the Houston Astros use AI chatbots not just for fan interaction, but to generate $232K in ticket sales while saving over 11,000 staff hours.

It’s not just about automation—it’s about amplification. AI platforms like Persona and SponsorshipUnited are transforming how teams craft proposals, price inventory, and match assets to the right partners. Tools that analyze 50,000+ historical sponsorship deals now guide valuation with unprecedented accuracy, while computer vision tech quantifies brand exposure down to the pixel.

In collegiate sports, the momentum continues. Shah describes how student teams trained in prompt engineering now generate full campaigns—from renewal emails to objection-handling call scripts—in a fraction of the time, boosting open rates and last-minute ticket sales.

The message is clear: organizations that embed AI into their commercial DNA are seeing 6x–25x ROI and outperforming traditional models at every level. Shah stresses that the key to success isn’t just having AI—it’s setting clear goals, ensuring data readiness, and creating the space to experiment.

The age of reactive sports business is over. AI is the playbook now—and those who use it best will define the next decade of growth.

3️⃣Kelsey McDonald, Strategy & Business Intelligence at New York Yankees - How the Yankees are Using AI to Change the Game ⚾️

Kelsey McDonald, part of the New York Yankees’ Business Intelligence Strategy team, is reimagining how sales leaders access and act on data. Instead of relying solely on pre-built dashboards, the team is exploring AI tools that convert plain-text questions into SQL queries—making it faster and easier to uncover insights in real time.

Think: “Which reps had the most conversions last month?” or “When was our last home game sell-out?”—all answered in seconds, without writing a line of code. But while the tech is promising, Kelsey flags one key challenge: accuracy. Will two people asking the same question get the same answer? Will the AI generate reliable queries every time? These are questions her team is actively stress-testing as they build out smarter workflows.

Beyond data, Kelsey sees something even bigger brewing: the rise of women’s sports. As a former college soccer player and someone who’s worked with the WNBA’s, she’s watched interest explode—from ticket sales to brand partnerships. Women’s basketball, soccer, and even volleyball are drawing record crowds and investment. For those in sports and media, the message is clear: the future is inclusive, data-driven, and moving fast.

The takeaway? Whether it’s AI-driven analytics or the shifting cultural tides, this is a moment of transformation in sport—and smart teams are already leaning in.

Editor’s Insight💬

Revolutionizing Sports Travel: The New Playbook

In the adrenaline-fueled world of sports, where events leap across continents and schedules shift in a heartbeat, mastering travel logistics is a game-changer. 🌍✈️ Recent insights reveal groundbreaking strategies that are redefining how sports teams and event organizers navigate global travel.

Strategic airline partnerships are emerging as a key player in this arena. A Deloitte sports industry analysis highlights how these alliances can slash travel costs for large crews. This is a game-changer for NFL teams, for instance, who face the mammoth task of moving 200 people and 20,000 lbs of gear. By collaborating with airlines, teams secure better rates and flexible travel options, ensuring athletes and staff arrive ready to win. 🏈💼

ESPN's insights emphasize the power of cross-event scheduling and adaptable accommodation plans. With fixtures often changing unexpectedly, having a nimble strategy is vital. This adaptability not only saves money but also alleviates stress, allowing teams to concentrate on the game, not the logistics. 🏨🕒

Moreover, Host City magazine sheds light on how major tournament organizers are harnessing digital platforms to streamline visa processing and customs clearance. This innovation is a game-changer, cutting down administrative tasks and expediting international travel. During events like the FIFA Club World Cup, teams can set up base camps and manage logistics with newfound ease, thanks to these digital tools. ⚽🖥️

For fans and teams, the perks of these advancements are undeniable. Streamlined logistics translate to efficient operations, cost savings, and an enhanced experience. As the sports industry evolves, embracing these innovations is crucial for staying competitive and ensuring seamless global events.