September 25, 2022
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Seahawks Ranked Most Innovative NFL Team By Sports Innovation Lab, No. 18 In The World

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Sports Innovation Lab is a data-based platform intended to highlight and measure fan engagement and support. The algorithms allow the team to gauge which teams have a higher probability of increasing fanfare. Hockey Hall of Fame member and Co-Founder/CEO Angela Ruggiero invested in a team of data analysts who’ve been crunching the numbers for the past five years on fan analytics. Ruggiero included a personal message inside the report.

“The sports world is changing, the Fluid Fan™ is here, and for sports to continue to succeed, we need to lean into discomfort and innovate.”

Head of Innovation Abe Stein and team created three metrics to calculate rankings – revenue diversification, technology enablement and organizational agility.

  • Revenue Diversification (RD) – A statistical measure of how teams are broadening fan scope and driving revenue through alternative channels.
  • Technology Enablement (TE) – A statistical measure of the strength of association between teams and fan-centric technologies that enable critical fan behaviors, such as Learn, Buy, Bet, and Create.
  • Organization Agility (OA) – A statistical measure of how team front offices are organized and staffed, and how they incorporate data and business intelligence into the operations.

Seattle scored style points having easily-accessible and engaging fan content, along with “having a Diversity, Equity & Inclusion team with distinct roles.” The report praises the Seahawks ownership group noting its “expansive resources have also allowed for pioneering in multiple fields.”

The Seahawks have taken chances in innovation to not only expand the 12 fanbase, but to be a resource to its encompassing communities. In December, the Seahawks pledged $500,000 to the creation of the Youth Achievement Center, a hub for housing and resources which will be located in South Seattle. That month, the team also received approval from the NFL to create new marketing and philanthropic opportunities in Canada in partnership with the league’s International Home Marketing Area (IMHA) Initiative.

“Innovation is so native to this city and region, and our organizational focus is to reflect that in how we build the fan experience and how we show up in this community,” said Seahawks VP of Marketing and Community Engagement Jeff Richards. “Connecting the 12s with our players, our brand and other 12s in meaningful ways at Lumen Field, in the community throughout the year and through a variety of digital experiences is what we’re focused on every day. The team at Sports Innovation Lab has found a really unique way to quantify that innovative spirit and we’re proud to be recognized in this way.”

You can read the full Sports Innovation Labs report here.



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