On today’s episode, I’m joined by Matthew Jafarian, Executive Vice President of Business Strategy at the Miami HEAT. 

Over the past eight years, Matthew has led one of the most ambitious digital transformations in American sports, overseeing the HEAT’s approach to data, technology, and strategy. But what really sets him apart is the fact that he hasn’t just transformed his own organisation, he’s also helping to reshape the entire industry.

Matthew is also the co-founder of 601 Analytics, a data and analytics platform born inside the HEAT that’s now used by over 20% of the NBA, the league office, and teams across the NFL, NHL, NWSL, MLB, and (soon) MLS. From fan insights to ticketing to food and beverage optimisation, it’s become the operating system behind some of the smartest front offices in sport.

In this conversation, we dig into how the role of data is evolving in sport, why teams need to start acting like the billion-dollar businesses they are, and what it means to build a company within a world-famous organisation.

Timestamps

01:00 - Matthew's Journey to Joining the HEAT

03:00  - Digital Transformation and the Start of 601 Analytics

08:00  - Expanding to the Milwaukee Bucks

14:00  - Balancing Roles and Responsibilities

19:00  - Solving Industry Challenges

24:00  Leveraging Consumer Profiles and Loyalty

29:00  Expanding into Europe

32:00 - Court Culture and Empowering Entrepreneurial Ventures

35:00  - Approach to Investing and Sports Technology

40:00  - Customer-Centric Growth Strategy

42:00  - Closing Remarks and Future Opportunities

Additional Links

Miami Heat: the basketball team turned tech startup
Miami Heat Tech Team Expands Data Services To NBA And Beyond
Miami HEAT boosts season ticket sales by 30% and saves approximately $1 million on operations

Connect with Matthew on LinkedIn - Here

Connect with Andy on LinkedIn - Here