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Where Sports, Media, and Technology Converge:
The Future Is Now

Michelle McKenna sits at the intersection of three powerful forces reshaping global business: With sports now recognized as a distinct and attractive investment class, the convergence of media rights, technology platforms, and capital strategy is accelerating. Michelle McKenna, former NFL CIO and current partner at Evercore, is a trusted advisor to leagues, investors, and rights holders navigating this fast-evolving space.

In this session, she offers a behind-the-scenes look at how data, direct-to-consumer platforms, AI, and immersive technologies are reshaping sports valuation, and how private equity and institutional investors are capitalizing. It’s a playbook for anyone looking to understand the future of sports business and the tech-fueled arms race transforming it.

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HER PERSONAL JOURNEY

TECHNOLOGY

LEADERSHIP

I am on the board of directors for two public companies and a couple of private ventures. My first time in the boardroom I was a new director and the only female. While CIO of the NFL, I frequently found myself the only woman in the room and learned how to make sure I was heard. However, I found boardroom dynamics to be far more difficult. After several years and countless board meetings, I've found these to be some tactics to make sure you have a fulfilling experience in the boardroom.

1. Remember you are there because you were elected to be there. You are there for your unique abilities and point of view. While you may be on a board with others who have more years of boardroom experience, what you bring is just as valuable if not more so. Remind yourself of this each time you enter a board meeting.

2. Find an incumbent director advocate. This is ideally someone who pays attention to the “table hogs.” Table hogs are individuals who talk to be heard and aren’t adding anything new or different to the conversation. Ask your advocate to help you navigate these individuals so that when you have something to add or a question to ask you can speak unimpeded.

3. Do your homework. Read all the materials in advance and make notes where you have questions. This homework should include a director onboarding where you learn about the organization in detail and have time to talk to management. If the organization doesn’t offer an official onboarding - schedule one yourself. Meet with the CEO, CFO, COO, CHRO and ask for some introductions to those who drive your customer experience. Remember, no question a director has is a dumb question.

4. Have strong financial acumen. Not everyone is a CPA and financial expert, but all board members should have a firm grasp of the organization's financials. Even if you are not on the audit committee, ask to attend the audit committee meetings for the first several until you feel comfortable enough to fulfill your fiduciary duties as an independent director.

5. Remember that you work for the shareholders. The ideal director can develop strong relationships with other directors and management. The best and most fulfilling board experiences are those built on strong relationships. Support your CEO and management team through guidance, advice, and coaching, while maintaining an independent mindset. Over time make sure you test your thinking with external shareholders and interested parties.