 SAP Center at San Jose. Home of the San Jose Sharks. Extracting the signal from the noise. It's theCUBE, covering HGST Sports Data Silicon Valley. Brought to you by HGST. Now your hosts, John Furrier and Jeff Frick. Okay, welcome back everyone. We are here live at the Shark Tank in San Jose at the SAP Center. This is theCUBE, our flagship program. We go out to the events, and extract the signal from the noise. I'm John Furrier, the founder of SiliconANGLE, the gentleman on the coast, Jeff Frick, general manager at CUBE's special presentation here with HGST Sports Data SV. We're breaking down all the action in sports and data, obviously in Silicon Valley. Our next guest, Jonathan Martinez, with the Oakland Raiders Director of Business Development. Thanks for joining us. Oh, thank you for having me this evening. All right. It's here for the greatness of the Raiders. Black hole. We love the Raiders. Raiders. The, congratulations on a big win against the Jets, winning streak going. Thank you very much. I'm a big fan of Jets, as you know. All the bets. So, good win, but great, great run right now. So, people are pumped. Yeah, good winning streak going. Young team, things are in transition. What's going on with the bridge? Give us a quick, yeah, quick update. Yeah, so teams doing very well. We're four and three right now, coming off a big win, back-to-back wins. Good little winning streak. So, we've got a young team, great quarterback, great wide receiver core, good running back, good defensive end. So, we're making some good changes on the field, and it's a definite impact. Fans are joining themselves at the games, and we're trying to do as much as we can to enhance that fan experience for them. How would you describe the Raiders brand? Trick, I mean, I kind of smile in my face. I mean, I love the brand. It's, you know, black and silver and black. It's the black hole. It's cool, good fan-based loyalty. What's the brand about? Well, I think you hit it right there, is the loyalty. I mean, we haven't had the best record on the field, but our fans continue to support us on and off the field. I think we have one of the most passionate fan bases across all of sports, and, you know, we can't do it without them. How much of the, how much of the DNA is Al Davis still in there? I said, lastly, he's there. The spirit, LA came to Oakland. Yeah, no, I- What was the DNA like? You know, Mr. Davis built a great franchise, great organization, a pioneer in the league with, you know, hiring the first Hispanic head coach, first African-American head coach, drafting the first African-American quarterback. You know, so, I mean, he's got a plethora of things going on that, you know, really enriches the culture of the organization, and you could see it in our fan base and as well within the organization. So, now you're charged with kind of taking that historical precedent, the historical loyalty, and applying some big data, some analytics, and some modern technology. So, about some of the initiatives you're working on too, to take what we all see in the spiky shoulder pads in a super-fashionate fan base, and now start to really organize it, collect the data, really understand who these folks are. Yeah, the biggest thing I think is, for us, is enhancing, like I said, the fan experience, and it's really difficult to do that, right? I mean, you're in stadium, you're out of stadium, season ticket members, non-season ticket members, and how do you find the balance? You know, obviously, our most passionate fans are our season ticket members, and we want to make sure that we are enhancing their game day experience, and as well as like their ticketing experience off the field, and we also have to find the balance with our loyal fan base who are not ticket members. We have to extend the brand to them as well, as we continue to build the culture for them, and the biggest thing for us is gathering as much data to make sure that we are giving them a great fan experience. From the moment that they purchase a ticket, to the moment that they enter the game, whether that's Ingress or Ingress or Parking, so we take a lot of pride in what we do there, we do a lot of surveys and research with our fans, and really take that feedback back to the table and sit and meet with people internally, obviously, we work with a lot of third parties and concessions and parking, and we want to make sure that our fans are getting that great experience on game day. So what are some of the kind of surprises that you've gotten in this feedback loop, both positive and negative, that you just didn't know, you're just like, wow, I had no idea? I think a lot of the things that we take away from it is, even though fans seem extremely happy with the team itself, sometimes they feel a little lack of, mm. I don't want to say their lack of overall value, I guess, of the ticket, and how do we enhance that? So what we did this year is we rolled out a loyalty program for our season ticket members, and we hear their feedback and they're telling us, hey look, we are your most loyal fans and we need the kind of behind the scenes access. So when you have a fan base and a season ticket member base of 42,000 strong, you know, it's difficult to get everyone on the field, it's difficult to get people sideline passes or a tour of the facility. So what we did is we rolled out this program for them to tell us what they would like and to get the items that they typically would not have access to. And that loyalty program has been a big key for us in regards to understanding the whole holistic view of the fan. So we actually have a unique identifier, obviously in the backend with their account ID, we're able to actually see the type of behavior that they're going and participating through the portal, whether if it's social media, whether if it's online content through the app, through Raiders.com. So it's been a really key component of the data structure for us. But even then, the game day experience is only 16 regular season games a year. There's what, four pre-season games and three or four post-season games if you go all the way through. 365 calendar days in a year. So how are you using this information and what are some of your objectives around, you know, taking care of that fan base when it's not game day? Yeah, I think the biggest thing for us is working with our digital media department. And we've got a great group there that run our Silver and Black productions who deliver great content to the fans whether it be on the mobile device, whether it be on Raiders.com or even the shows that we produce on the air throughout the season, our Silver and Black show. And making sure that, again, that we're providing relevant content 365 days a year because it's outside of the 10 home games a year. I mean, you're right, there's 355 other days that we need to engage with our fans and make sure that we're giving them everything that they need to stay passionate about our team. How about merchandising? Obviously, great brand. I mean, everyone loves Raiders. Logos, shirts are awesome. Obviously, retail, concessions, sponsorships. Retail is a big part of our business. Yeah, we have 11 stores throughout California all the way from Southern California up to the Sacramento area. And it's a big part of our franchise. I mean, it's, 11 stores isn't easy to manage. We have an e-commerce platform which does great for us. And that's the biggest thing as well right now is understanding the buying habits of fans. So we recently rolled out a data warehouse about 18 months ago. That's something that we're continuously building on and putting data sets in there. I think we have ticketing data, merchandise data, and now it's matching back and really actually giving targeted campaigns and relative information and type of products to fans, right? So we wanna make sure that if you have a daughter and we see that you're a Raider fan, but we have your demographic and we see that, you're a male mid-40s, whatever it may be, but we see that you're never shopping for men's products and you're always buying toddler gear, whatever it is. We wanna make sure that we're serving the relative content to you. So we wanna make sure we hit you with the right email. So looking at the type of purchase behavior that you actually have with us and again, putting the right message in front of you at the right time. Every culture has one thing that makes it unique. Intel's right here in our backyard. Moore's Law, Cadence of Moore's Law, smaller, faster, cheaper, doubling every six months, all that stuff. What is the Raiders one thing that makes the culture the Raiders culture? You could point to one concept, one feature, one aspect. I think it goes back to your first question of what Mr. Davis instilled in the organization and I think the culture that he built from day one and his son Mark Davis still puts out there. I mean, that's the biggest thing is the commitment to excellence and the will to win. Commitment to excellence and the will to win. How is data now going into that direction? Because love that, love that mojo, always have. Well, I think it's different. One on the business side and one on the football side, right? I mean, analytics on the football side is something I'm not involved with, but that takes off more every day and every day, right? I mean, we had the gentleman up here a little earlier talking about all the type of data that's out there for us, whether if it's chips in the pads, whether if it's concussion, all these different things that are used on the football side, which is extremely interesting. Then you've got, the thing that strikes me when I go to Raiders games is the history. Obviously, one of the original AFL teams and you walk around and it's one of their jerseys, but you know, it's like Bo Jackson jersey. Like, well, I forgot Bo Jackson was with the Raiders. And obviously, Kenny Stabler and a bunch of players. And then you got kind of the newer generation. So from your kind of client management perspective, how do you kind of manage the tradition of the old and all that that represents with getting new fans? A younger generation of fan, that's got a different connection with the team, a different set of players, a different kind of experience and expectation. Yeah, so I think we do a very good job with our past players in our alumni program. So from a premium perspective on game day, if you're in some of our suites, we do a lot of alumni visits and we have people requesting alumni visits so they're able to meet with former players during the games. Obviously, it's a little difficult to interact with current players just because throughout the season, they're on the field and working out all the time. But again, we do a fabulous job of putting our players out in the community once a week on their days off and we have a huge, huge focus on the community. We're out in Oakland, communitally, regularly, having Gatorade play 60 and all these different types of things, always out again, focusing on the youth. That's one of the biggest things that we've instilled in our organization is making sure that we're putting a foot in the community. John, thanks for sharing the insights on theCUBE. Share one more piece of data before we break that someone might not know about the Raiders that you think they should know about. Well, that's interesting. I would have to say, just again, the culture and how it really, really goes again from owner down and how passionate he truly is about the organization. A lot of people don't get to see him every day and the passion, again, that he delivers, you see that top down from our president, Mark Boudin, all the way down to all of our staff and the passion, I mean, that's the biggest word that I'll keep using and commitment to excellence. I mean, it's- The will to win. It is. Commitment to excellence, will to win, sports data, as people will be right back with more after this short break. Jonathan Martinez, the Oakland Raiders, here in theCUBE.