Seattle Seahawks are NFL’s ‘most innovative’ franchise, 2022 report says

May 25, Sports Innovation Lab’s The 2022 ‘World’s 25 Most Innovative Teams’ report ranked the Seahawks as the 18th most innovative sports team in the world, leading the NFL. The Rams were the other NFL franchise to make the list, placing 21st in their first appearance.

The Seahawks improved their position by one spot in 2021, Sports Innovation Lab, in its inaugural “Most Innovative Team” report, ranked Seattle as the 19th most innovative team, placing behind other teams of the NFL like the Patriots (13th) and the Packers (14th). The NFL has seen a decline in top-25 representation this year, with just two teams making the top-25 this year compared to a total of four in 2021.

“Innovation is so native to this city and this region, and our organizational goal is to reflect that in how we build the fan experience and how we present ourselves in this community,” said the vice president. of Seahawks Marketing and Community Engagement, Jeff Richards. Maliik Obee of

“Connecting the 12s with our players, our brand, and the other 12s in meaningful ways at Lumen Field, in the community throughout the year, and through a variety of digital experiences is what we focus on every day. The Sports Innovation Lab team has found a truly unique way to quantify this spirit of innovation and we are proud to be recognized in this way.

Sports Innovation Lab is a market research company that works with sports teams to help them understand their fan base and the impact of technology on their behavior.

“Sports Innovation Lab helps the world’s leading sports organizations identify and understand their fans, enabling better fan experiences,” the company’s website definition reads.

“We do this by collecting and analyzing data about what fans do, watch and buy. We believe the future of sports lies in a community-based monetization model, and properties, brands and organizations Media organizations that are leading this evolution will do so by making data-driven strategic decisions.Let us help you create yours.

The “Most Innovative Team” report aims to clearly highlight the team’s global leaders in innovation.

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“Many industry leaders struggle with the definition of innovation. They say, “You know it when you see it.” But for us, it was not enough”, explained Sports Innovation Lab co-founder and CEO Angela Ruggiero, four-time Olympian, four-time Olympic medalist and member of the Hockey Hall of Fame.

“The Most Innovative Teams report is the answer to this ambiguity, providing a definitive ranking based on strict criteria that identify and score what it means to be innovative.”

The report researches and scores three measures of innovation, devised by chief innovation officer Abe Stein and his team at the Sports Innovation Lab: revenue diversification, technology activation, and organizational capacity. Here’s how it breaks down:

“Revenue Diversification: We track how teams expand fan reach and generate revenue through alternative channels.

Technology Activation: We track the strength of association between teams and technologies associated with fan behavior across the most significant and important public data sources.

Organizational capability: We track the organization and staffing of front-office teams and how they integrate data and business intelligence into operations. »

These three factors “are then weighted and incorporated into a calculation that results in an overall final team score.” The researched data is continually revisited and recalibrated until the team’s final score is published in the report.

The Seahawks’ ranking in the top 25 is a testament to the work done by the senior management of the organization, including but not limited to:

  • Bert Kolde, Vice President
  • Chuck Arnold, President
  • Cindy Kelley, Director of Human Resources
  • Dave Pearson, Director of Communications
  • Karen Spencer, Chief Financial Officer
  • Amy Sprangers, Chief Revenue Officer
  • David Young, COO
  • Jeff Dunn, Vice President of Business Strategy and Analytics
  • Mike Flood, Vice President of Community Outreach
  • Peter Fonfara, Vice President of Finance
  • Maurice Kelly, Vice President of Player Engagement

“All of these teams, in one way or another, felt the discomfort of trying something new for their business and created a culture of accepting that discomfort and the uncertainty of venturing into the unknown,” Ruggiero assessed in his introduction to the 2022 report.

“This spirit of innovation should be recognized and celebrated.”

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