Sean Callanan chats with Rob Mills from Gemba about fan research, broadcast and sports sponsorship valuation using Turnstile.
On this podcast you'll learn about:
- The origin story of Gemba
- The current trends in sports and sponsorship
- How sponsorship valuation has changed
- How much will China affect sports world in the next 10 years
- The changing nature of sports broadcasting and broadcast deals
- What Turnstile is and how it came about
- How can brands engage with esports
Listen to Rob Mills on Sports Geek
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Rob Mills on Gemba's key philosophy
When we started the business our observation was that it was a really data business and it was a lot of decisions that were made on gut feeling and we're trying to help clients make a more informed decision and there'll always be some gut in it, there should be it otherwise it will be very robotic strategies.
Rob Mills, The Gemba Group
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About Rob Mills
Rob Mills is the Global CEO & Director at Gemba and Turnstile.
Prior to Gemba, Rob spent ten years working with Adidas where he got to work on combining strategic planning and fashion. He worked in the apparel, footwear and communications department which gave him a better understanding of the sports business. In his last couple of years with Adidas, he became part of the Global Olympic Strategy team which gave him a glimpse to the world of international sport.
With his experience from Adidas, Rob started a business that evolved into what Gemba is today, a leading authority in sport and entertainment offering services across insights, strategy and communications.
Rob believes he might have been destined to work in sport and entertainment having developed a cricket tournament hosted in a carpark near their home, running horse racing nights and building stadiums in art class when he was a kid.
Connect with Rob Mills on Twitter @Millsyrob
Resources from the podcast
- Connect with Rob Mills on Twitter @Millsyrob and LinkedIn
- Learn more about The Gemba Group on Twitter @thegembagroup, Instagram and LinkedIn
- Learn more about Turnstile on Twitter @Turnstile_Sys and LinkedIn
- Rob Mills recommends: Follow @MuellerSheWrote on Twitter
- Some related articles about The Gemba Group you might want to read:
- Some Sports Geek episodes you might be interested in:
- Startup Series – Luke McCoy – Live Graphic Systems
- Andrew Collins on understanding Chinese sports fan
- Need help with your team or athlete's digital? Go to Sports Geek Social Media Athlete Training
- Learn more about Sports Geek's Digital to Dollars process
- Loved this podcast episode? Leave us a review on Apple Podcasts
Highlights from podcast with Rob Mills
3:58 How Rob Mills got into the sports business space
4:34 An overview about Gemba and what it does
8:21 The importance of data in strategy development
11:45 Rob on helping rights holder drive sponsorship values
15:12 How China can be a massive player in the sports market over the next 5-10 years
22:43 How broadcast and sports consumption has changed over the years
32:32 What is Turnstile about and how it has evolved
37:20 The three main components of value in digital rights: benefits, ticketing and hospitality
40:08 How Turnstile is using data to reach new audiences
47:23 Sports Geek Closing Five
56:19 Learn about audiences, content, distribution, value and pitch on Sports Geek’s Digital to Dollars process. Go to digitaltodollars.com
Some tweets you may have missed:
Great work for Turnstile!
Turnstile appointed by @ddmcfortis to value @theafcdotcom sponsorships. Excited to be valuing such major football assets in the world’s fastest growing region pic.twitter.com/CqreehvLBx
— Turnstile (@Turnstile_Sys) June 11, 2019
Gemba seeing success in Chinese sports market
Our Insights Consultant, Andrew Goodieson just got back from a business trip to Shanghai where he watched the #Power take on the #Saints at Jiangwan Stadium. He even managed to spot a #Toyota Good for Footy ad that made its way across the ocean! #AFL #Shanghai 🇨🇳 #GoingtoGemba pic.twitter.com/C78IpPiouW
— thegembagroup (@thegembagroup) June 13, 2019
Nice to see how Gemba is helping the grassroots footy
We’re proud to continue to help @Toyota_Aus raise funds for grassroots footy through the Good for Footy Program! This year, we’ve gone digital, recruiting Jonno Brown to get footy fans across Aus to kick in $1M for local clubs.https://t.co/TZWjkszpls#toyotagoodforfooty #afl pic.twitter.com/VKJQrkrYrg
— thegembagroup (@thegembagroup) May 31, 2019
The workforce behind Gemba Group
Three days, three offices, all in one location! Gemba’s annual employee conference has wrapped and this year it was all about our people! We focused on their achievements, their goals and their future. Bring on another year, we’re ready! #Gemba #YouCon #goingtogemba #DojoExplore pic.twitter.com/8Rgi7NuZmQ
— thegembagroup (@thegembagroup) June 25, 2019
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