IBM's Jonathan H. Adashek Talks Sports and Grammy Partnerships | Variety Studio presented by Canva - video Dailymotion

Watch IBM's Jonathan H. Adashek Talks Sports and Grammy Partnerships | Variety Studio presented by Canva - Variety on Dailymotion

Transcript

00:00Talk to me about, you know, how you communicate what IBM is and what it can do today through

00:05the lens of, you've got some big partnerships in the sports arena.

00:09You work with the Masters in golf and U.S. Open Wimbledon in tennis.

00:15What do you do and why?

00:17So those are exactly as you said they were.

00:20They're true partnerships.

00:21And most of those have been 30-plus years in the partnerships.

00:26And it's really great collaboration together with whichever partner it is about how we

00:31help them engage their fans differently and ideally get them to have more passionate fans.

00:38How do we get players or players to perform better on the course or the court or wherever

00:46it might be?

00:47And how do we help them in the back office to change the way the business runs?

00:50So it's really an all-encompassing partnership is what we look at for those.

00:56Why do we do those?

00:57We do because it is so much about, in my mind, it's so much about story showing, not just

01:03storytelling.

01:04And as we have gotten much more focused as a company into the land of hybrid cloud and

01:10AI, those are a lot of topics that people want to put their hands on it.

01:16But it's hard to get your head around it sometimes.

01:18Sometimes in the abstract.

01:20But if we take you and you use the app at the Masters, that gives you a much better

01:27view of what that technology can do.

01:30So that creates more passionate fans.

01:32And then when we take people to the Masters and they actually see behind the scenes what's

01:36happening, that gives them an even better view of what's going on and how that technology

01:41can apply to their business, their organization as well.

01:44It makes me think there's this maxim in writing where it's show, don't tell.

01:50And so it's sort of along those lines.

01:53You also work with the Grammys.

01:54We do.

01:55We do.

01:56Is that to reach a different kind of potential IBM customer, or it's a different application,

02:03different partnership?

02:04It's a slightly different application.

02:06But once again, you were saying it's the show, don't tell.

02:09It's about story showing, not storytelling.

02:12It's a different venue for us to bring the technology to life, to really get those insights

02:18so people get a different perspective on what's happening at the Grammys and what goes on

02:22there.

02:23We're honored to be partners with the Academy and with everything they do.