Group Y Content : Todd Ballard

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In this Week’s Group Y Content, we talk with Todd Ballard on Group Y Live with our host, Oli Russell-Cowan. Todd speaks about his journey from becoming GoPro's CMO during its rise to launching Alt Sports Data, a groundbreaking venture in the alternative sports betting world.

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Elevating Alternative Sports

From GoPro to Alt Sports Data: Todd Ballard's Entrepreneurial Journey

In an episode of GROUP Y LIVE, our host, Oli Russell-Cowan, spoke with Todd Ballard, the CMO of Alt Sports Data, who shares insights into his journey from the action sports industry to the burgeoning field of alternative sports betting.

Todd discusses the growth and momentum of his latest venture, which focuses on integrating alternative sports into the sports betting landscape. He emphasizes the importance of education and time in establishing a new business, particularly one that targets a niche market.

Todd recounts his entrepreneurial beginnings in Southern California, where he developed a passion for action sports. His career took off with Osiris Shoes, which later led him to start an agency that connected action sports with corporate America. This journey eventually brought him to GoPro, where he played a pivotal role in the company's marketing efforts as CMO, particularly in sports marketing. He describes the excitement of working with Nick Woodman and the challenges of building GoPro's brand identity, especially during its rapid growth phase.

The conversation shifts to the challenges faced by GoPro post-IPO, where Todd highlights the difficulties of balancing shareholder expectations with the company's core identity as a hardware manufacturer. He discusses the strategic decisions made during this time, including attempts to diversify into the drone market and media production. This ultimately led to reevaluating the company's focus on its core products and audience.

After leaving GoPro in 2020, Todd took time to reflect before being inspired by a friend to explore opportunities in sports betting. He discusses the significant growth in the sports betting market and the gap in offerings for alternative sports. Todd and his colleague Joe Dunnigan founded Alt Sports Data to partner with alternative sports leagues, enabling them to create betting odds and engage with sportsbooks. They have already signed partnerships with organizations like Thrill One and the World Surf League, aiming to bring new revenue streams and fan engagement to these sports. (Since this recording, they have also announced a number of deals with X Games, MotoAmerica, SMX League, and NHRA Drag Racing.)

“Ultimately, we want to elevate these sports on the level we think they should be on amongst other traditional stick and ball sports.”

In closing, Todd emphasizes the potential for alternative sports to gain recognition and engagement through sports betting. He believes that providing betting opportunities can elevate these sports to a level comparable to traditional sports.

Learn more about Alt Sports Data

KEY TAKEAWAYS FROM TODD

• Embrace Change: Understanding how companies like GoPro adapt to market changes can inspire you to be flexible and open to new ideas in your own career or business.

• Spot Opportunities: Learning to identify gaps in the market can help you find unique business ideas or career paths that others may overlook.

• Balance Growth and Values: Recognizing the challenges of scaling a business can help you maintain your core values while pursuing growth, ensuring that you don’t lose sight of what makes your brand unique.

• Engage Your Audience: Exploring new ways to engage with your audience, whether through innovative products or services, can lead to increased loyalty and revenue.

• Stay Informed on Trends: Keeping an eye on emerging trends in your industry can position you ahead of the curve, allowing you to capitalize on new opportunities as they arise.

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