Inside the business of hosting the Super Bowl

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0:53 Hey folks, Jeff Berman here. I am thrilled to share some of the new names who will be joining us at this year's Masters of Scale summit. This may be our biggest stage yet. Reed Hastings, Meredith Whitaker, Van Jones, Amjad Masad, and more. Will be there with us October 20th through 22nd in San Francisco. If you're building something great, or you want to build something great, We want you there with us too.

1:20 Join us at masters of scale dot com slash apply twenty six. That's mastersofscom slash apply. Twenty six. I don't think I really fully realised. how visible this space was gonna be and how political it was going to be. I I had no idea.

1:47 To say that pulling off an event as large as the Super Bowl is a massive multi-year project, maybe the understatement of the year. So when Zaline Jamohammed was given the opportunity to bring the big game to the Bay Area, she knew it would need some startup style energy. With monster scale to follow. There's something that I really love about early stage. I like to build.

2:12 And when someone gives me A blank canvas and says, Hey, I have an idea and I don't know all the answers. For some reason, I'm attracted to that. Why do you think that is? Because I'm crazy.

2:26 This is Masters of Scale. I'm Jeff Berman, your host. This week on the show, Zailine Jamahamed. Zailine who goes by Z is the CEO of the Bay Area Host Committee. The Bay Area Host Committee is the not-for-profit behind the scenes making sure events like the NBA All-Star Game, FIFA World Cup, and the Super Bowl both come to the region and are big wins for the Bay Area. By the way, no region has ever done all three of these events back to back to back before. The stakes are high. Super Bowl alone is expected to generate more than half a billion dollars for the Bay Area.

3:05 Z and I dig into what it takes to juggle the local politics, the maddening logistics, and the myriad stakeholders involved in hosting these iconic events. I am so grateful she squeezed in time to speak with us in San Francisco the day before the big game. See, welcome to Masters of Scale. I'm excited to be here. You are right near the end of a pretty brutal stretch. Uh, we are recording this the day before the Super Bowl. How are you holding up?

3:40 I feel good. I'm tired. Um but It's been such a journey to get to even this point. Um that I have like this really interesting feeling of like

3:51 Relief. And just Pride. really grateful for the cities that have come together to make this happen. We have a couple days to go, but it feels really good. Yeah, you gotta you have to run through that finish line. I will say having worked at the NFL and being a a pretty big Rams fan, not my first Super Bowl week. I've been here all week. the Bay area in general and San Francisco in particular has really been flexing this week. So congrats. Yeah. What I've seen come out of the Bay has been

4:20 Just incredible this week. from just the operations and logistics and Walking down the street and seeing Police officers friendly and welcoming and doing their job and

4:32 All of the Communities coming together. It's been everything that I wanted to see. everything that we'd planned for, but you don't know what's gonna happen until you kinda see it take place. When we were talking about having you on the show. I had it in my head initially that you were kind of like almost a pop up CEO. It's like, Okay, well, it's Super Bowl and then it's World Cup and then this thing shuts down. It's almost like running a political campaign. Yeah. But but it's not.

4:57 Right, because the Bay Area Host Committee is going to be a persistent organization to help bring more of these events to the Bay. Give us like what is the Bay Area Host Committee and why were you drawn to take this role? Yeah. I have lived in the Bay since two thousand six. So, you know, originally Canadian, but moved out here twenty years ago now. And I didn't actually even know that we didn't have a longstanding sports commission and

5:26 I give a lot of credit to my board. Which includes the presidents of all the Bayeria professional sports teams, which in itself is A unique value proposition. I don't think that exists in any other market where all the professional sports teams come together to do something collectively. They really saw a gap. I think in what

5:46 This region needed. Especially coming out of Covid and had a belief that sport could really help. Put this region back on the map. So

5:56 You know, Al Guido kinda led this initiative, which if you know Al, he is from the Forty Niners. From the Forty Niners, now the CEO of the Forty Niners. He is a force. And when something gets into his head of needs to be done for sport and For the region. You're not gonna mess around with him, and so he brought this group together.

6:15 And the first event that they Bid four and one was the world cup. And then I think they were like, Well, we're gonna need someone to lead this. And so The host committee is essentially a five on one C six, not for profit entity. I I know C threes, I know C fours, what's a C six? Similar to a C three or C four, just a different kind of tax bracket. But a not for profit, which is the which is the most important thing. And

6:37 You know, the reason I I say that is our only purpose is for the economic impact and the benefit that comes back to the region. We don't we don't share in any of the revenues from a Super Bowl. We really want to see that economic impact. Come into the region. We want to see the exposure and the visibility of the region. We want to see the societal and community impact that comes into the region. Our goal is to exist. For the long term.

7:01 If we can't sustain ourselves as an organization and then shut down and have to relearn everything, build new relationships again, and not take advantage of the reps you have in the marketplace. We're just starting from scratch. So the goal is to continue. So Al has a vision coming out of COVID. He pulls the ownership groups of of the professional teams together. What happens after that? Tactically, they established a new set of bylaws, form a board, they brought in some independent board members as well. Mayor Lurie. Was my board chair when I first started. And then I think it was just how do we scale?

7:34 Uh, and what do we need first? And so the first thing they did was try to figure out who their CEO was going to be. I was at LA twenty eight. At the time, but living in the bay. And you've been working with companies like Visa who are massive Olympic sponsors and deep sport and sport marketing background. Yeah. And all have played a really interesting role in what I need to do today, right? Having experience At visa understanding the business side and what businesses are looking for, how they measure ROI, what the buy side of the equation looks like, important.

8:06 And I would say Every single organization I've been a part of along the way has basically provided something in my toolkit for me to be able to do this job, but wasn't looking Jeff to move. I was very happy and you know, working in the Olympic movement. Does Al pick up phone and call you and say

8:23 Z come serve your region. Yeah, he basically did that. He he found me at a conference, uh actually the Niners conference. And he was up front. Like this is why I'm I'm reaching out to you. Not initially, but then when we had lunch. A couple weeks later he w he laid it all out and he had, you know.

8:41 He had a really good plan in his head. Didn't tell me then that there was gonna be a potential bid for Super Bowl at that point in time. I think it was saving that nugget for a little bit later, but talked a lot about the World Cup. And as a sports fan. And a soccer player when I was younger, and both my kids play soccer, and just I love the bay that much. You know, when I walked away from that conversation

9:01 I kept thinking about it. And when that happens, when you walk away from a conversation and it doesn't really leave you, you kind of you you know that there's something there. So I was I was hooked right at that point. This was when? Fall of twenty twenty two. Okay. So if it's me, yes, um, fall of twenty twenty two, I have this incredibly persuasive person, really interesting idea. Um, I'm a Bay Area person, it's a chance to serve my community, all all the things, but World Cup is Four years away. And there's no guarantee you're gonna get a Super Bowl. Had NBA All Star for twenty five been committed now. Okay, so NBA All Star isn't done yet.

9:39 I I think I might have had some concern about like well, what am I gonna do for three and a half years before the world cup comes? Here's the good news. I joined LA twenty eight eight years. Before LA was In front of me, right? So I think there's something that I really love about early stage. I like to build.

9:57 Uh, and when someone gives me A blank canvas and says he have an idea. And I don't know all the answers, for some reason, I'm attracted to that. And they did that at LA twenty eight, too. Why do you think that is? No. I mean but in all sincerity, I mean there's there's an entrepreneurial mindset there, for sure. But what is it about who you are or how you were raised or where you were raised that you think led to that? I love Thousand piece puzzles. Like I just I love things that don't feel like they have an answer to them, then I get to create. I think that's just part of who I am.

10:34 I think Living in the bay. fosters that a lot for me. I also think that I've been raised in a way where I've had to push through some things. And it's created a a stubbornness in me.

10:48 Sometimes Too much of a stubbornness, but really uh Hey, like you think I'm not gonna figure this out and I'm gonna figure it out. I think that's just it's a grit. That I think I have and that works really well when you have to build an organization.

11:03 Is there a story that is representative of where that grit comes from? I grew up in a really traditional Indian household and Girls were expected to be a certain way. My mom when I was five or six years old, like

11:19 put me in ballet and gymnastics and reading and All the things. And I remember coming home one day and I had a kind of a brochure flyer in my hand from school that was about it was minorly cocky. And I was Canadian and you see all you see hockey everywhere you, you know, it's how you assimilate toward to into your community. And I handed it to my mom and she looked at me and she looked like

11:41 This is we're gonna give this to your brother. And he's gonna go play hockey and you're gonna do the things that You're supposed to do as an Indian girl. And I Yeah, I was I was six.

11:53 I don't think I articulated this out loud at all, but I I was upset. And Just it didn't I'm sure at that point just didn't feel right. I just felt let down. And so that

12:05 I think initiated a lot of the the stubbornness of like, well, I like this. And you're saying I can't do this. So somehow I'm gonna figure out how to do this. And It was a Every day sneaking my way into a gym and playing ball hockey and then finally figuring out a way Through my brother, really, to get onto the ice and play. And at some point my mom was like, Well, okay, well, you're gonna do it, whether I like it or not. And so she She finally got there.

12:29 To the point where like you know, we'd watch women's hockey on Television for the Olympics or otherwise and I'm like That could have been me. You and she's like, I feel really bad. You know, she's gotten there today. So fall of twenty two, you and I'll have this fateful lunch. He recruits you to come aboard. When you came in, what were you inheriting?

12:50 I was employee number one. Oh. So I had a set of bylaws. And a board. And at that point it was just the world cup.

12:57 And did you have a Budget? Do you do funding? We had no funding at that point in time and But what we asked the teams Was

13:04 that they would provide our first set of seed funding and all of them stepped up. So we have seed funding. How much did you raise in that? About a million dollars. So not a lot. Just to kinda get me going. And from that Funding source. We have to try to

13:18 scale and do all the things earlier, right? Find office space. You know, find our first set of employees. Build sales materials. re you know, really think about what our brand was gonna look like. Now the great thing about being a not for profit that is

13:32 A rooted in the bay, but also just here for the economic impact of the region is you bring on partners right away. And we had some great ones. One of the first People I called was J J Carter at Fleischmann Hillard. And I was entering

13:50 A space that I don't think I really fully realised. how visible this space was gonna be and how political it was going to be. I I had no idea. Mm. And you know, maybe Two weeks in I like J.

14:03 I need help. What version of political? The bay is actually a really interesting place. You know, it's nine counties. All nine work very differently. It's probably one of the reasons there's been no central sports commission is because it's it's actually very challenging to bring nine counties.

14:18 Together. to do like one big thing. Super diverse region. I love the diversity in it, but like that centralization does not happen. And You know, there's a lot of little brother, big brother syndrome in the bay. And I'm Canadian, so I feel very comfortable saying that. I've felt it myself. But it becomes political when people are like, well, the South Bay's getting this and we're not getting this, or Oakland's not getting this, and San Francisco's getting this. And those sentiments are stated in the press.

14:45 They're talked about a lot. And think about how you start an organization, right? And the things that you need right away. You need legal. You need A marketing agency. You need a comms agency.

14:55 You need finance. How did you land the Super Bowl? Yeah, this one I did not see coming. I mean, if you had Al in this chair, I think he would say to you, I knew this was gonna happen. We just didn't tell Zee initially, which he's done a couple of times, but I walked into my first board meeting My first day was sometime February twenty twenty three. My first board meeting was sometime in March. And I walk in

15:18 Somewhat intimidated by this group of people. And you know, you're sitting in the table is like Al Guido and Larry Bear and Brandon Schneider. You have all the team presidents sitting there. And you know, I'm just trying to talk to them about my vision for the organization. I have a few slides and You know, really expected it to be More of a conversation and discussion of like what we were gonna do to host a world cup. And the board at that point in time was like

15:42 We need to do more. And Both Al and Brandon Schneider, who's the president of the Warriors. you know, started talking about the events that they wanted to host. And Al kind of got to it first. He's like, We're gonna bid for a Super Bowl and I was like

15:57 We are we? Which one? He's like, Yeah, I'm twenty, twenty six. And I was like, twenty twenty. Wait, hold on. Like I think we have another event in twenty twenty six. He's like

16:07 Yeah. But I think we should still do it. And so that Meeting was I don't know, middle of March, the bid was due. Six weeks later, I think, or eight weeks later.

16:17 Never done a Super Bowl bid before. You just get them. folder full full of requirements that you start to you just have to work through and so You know, as a first time CEO with a board like that, you don't actually say no. You're like, Sure, that sounds like a great idea. And you just Yeah, again, you go try and figure it out.

16:33 The three hardest companies I've ever done deals with are Apple. Nike. in the National Football League. And I worked at the National Football League. Obviously.

16:45 Massive impact. How big is the economic impact of the Super Bowl on the Bay? Yeah, it's gonna be around five hundred million dollars. You know, our projections show anywhere between four hundred and fifty and six hundred and thirty. So we'll see, you know, after the event, we'll do a post event, but it'll be a around that half a billion dollar mark. And then there's a halo effect because it promotes the city, promotes the region, all of it, and and so there's there should be a lasting impact and particularly carrying through with World Cup and everything. Absolutely. So between the three events, so if you take NBA All Star Superbowl and the World Cup, we're projecting about a one point four billion dollar economic impact. All the moving pieces here, Z. I mean, you've got the teams and leagues that are here, you've got your board, your participants, you've got all the political factions, you've got other business leaders, you've got the NFL itself, I mean, all the fans who come in, all the hospitality. I mean, on and on and on. How does it work?

17:35 The role for the host committee really is to convene. Right, and so we kind of sit In the center of bringing a lot of different parties together. Sometimes after we do that, they continue and do some of the work on their own. Sometimes we have to continue to be in the room. So You know, for example.

17:53 There are twenty nine transportation agencies in the Bay Area. I didn't know that again living here. I just Fascinating to me. You know, our role was to bring those those twenty nine transportation don't really come together often, and they definitely don't and won't come together around a sporting event unless we're gonna unless we bring them together. Same with

18:12 Safety and security, right? The NFL. Has a safety and security plan. They lead the safety and security deployments, at least the planning of that from a very kind of highest level. And then they need Local PD in San Francisco. They need And Santa Clara and San Jose, they need state resources, they need federal resources. We will play a part in making sure that everybody's connected in the right way and they know who.

18:36 the right people are, and then we'll get out of the way. And so it really depends on the situation. And what is needed on are we in the role every single day to do something? Are we in the role to just convene and we have to figure that out and and then play that? Accordingly. When you do the postmort on the Super Bowl.

18:56 What will have been success. We wanted two things to happen. from a barrier host committee perspective. One is, and this is outside of like making sure the game is safe and secure and people can get in and out, all of those things. I'm not even gonna touch the operations piece of it. One was to ensure that We weren't just focused on the game.

19:17 On Sunday. And particularly because I'm not I'm a Niners fan, so like that's a little bit easier for me, but what is it, 70,000 people are gonna be in that stadium. And The event is gonna come and go in a week and we're gonna be off. And so we've spent so much time trying to think through. How do we make sure

19:36 All of the bay. whether you're in the stadium or not, gets to experience this in some way, shape, or form. Very intentional about Spreading things out.

19:45 you know, putting opening night in San Jose, having our media party on the peninsula, doing a watch party in Oakland, all the things that are happening in San Francisco, like It was one of the biggest learnings we had in fifty of like communities feeling like the Super Bowl wasn't part. Of their area or community and and we really wanted to change that. So that's

20:03 Part of it. We've done a ton of work around legacy. I think just this week we opened two fields or ground broke on two fields. We have a couple more that we'll announce our initiative is to build or refurbish a new place of play in nine counties of the Bay Area. So You know, really thinking about legacy impact.

20:21 Breath. Of our Super Bowl work. So that's one all around impact. Second is Not surprising, making sure the story around technology and innovation was part of everything that we did. And so

20:35 You know, yesterday we hosted the first ever Superbowl Innovation Summit. Which I got to be there for and was a tremendous success. Yeah. And you know, Jeff, like Again, like it was definitely an idea early on when we won the bid, and I remember talking to league staff. About doing this and said, You can't you cannot come into the Bay and not have this conversation. You are literally taking the biggest event in sport. and bringing it to the innovation capital of the world, like this has to happen. And to their credit,

21:02 All he said was how. How and when are we going to do it? And what is it gonna look like? And so Again, those things that you think about and you start to plan for until you see fully realized. It feels so good today that we were able to to do that and the conversations we had in the room were Incredible. But that's just one piece, right? Like we've tried to instill kind of a fun tech experience all the way through a fan journey. When you get to the airport, you'll see, you know, Steve Young and Jerry Rice and Mayor Lurie in kind of hologram. It's a little trippy, but in holograms as they greet you, there's a tech experience that's your bull experience, really making sure we're talking, you know, innovation.

21:38 In its Complete form. That was a part of our entire story's like we do things differently here. We are first to market, we are a little bit crazy, but we're proud of being that. And we're gonna show you and tell you about what that means about being in the bay. So I think

21:55 Both of those things were important to us, and I'm Really happy to see that they've both played out. Still ahead more with Zee about how she built an innovative marketplace for Olympic athletes as part of the LA twenty eight team. Hey listeners, Bob here. If you listen to Rapid Response on Masters of Scale, you may be missing half the show. Because every Friday we release a second rapid response exclusively in the Rapid Response feed. The guests and topics are just as compelling and timely from Ford CEO to NASA's administrator to the lessons from The Devil Wears Prada.

22:38 It takes about 10 seconds to find, just search rapid response wherever you listen to podcasts and hit follow to make sure you never miss an episode. I hope to see you there. Oh Humans will never be more intelligent than AI. There's gonna be two types of companies.

22:56 Those were great at AI and those that went out of business because they weren't. How do we build a future? That is human centered. I'm Rana El Chaoyubi. On my podcast Pioneers of AI, we answer that question and so many more. As an AI scientist, entrepreneur, and investor, I know what it takes to build AI that works for everyone. Every week, I sit down with the pioneers shaping our future. And we take you behind the scenes of the AI that's transforming our lives.

23:29 Find pioneers of AI wherever you tune in. Welcome back to Masters of Scale. You can find this conversation and much much more on our YouTube channel. And be sure to check out the link in the show notes to subscribe to our newsletter. I'm in the middle of reading a book called Range by David Epstein right now. Um do you know this book? I know the book. Okay, so you'll remember that the book opens with basically here's Tiger Woods, here's Roger Federer. Tiger at two has got a club in his hands and is is a prodigy, and Federer is refusing to move up a level in tennis because he wants to hang out with his buddies and you know shoot bull afterwards and and hang out, and they both become generational athletes. And what Range ultimately gets to is that perhaps counterintuitively,

24:17 generalists have a massive advantage when it comes to solving problems that don't have obvious answers, which is something you've clearly been drawn to. And so I I'd love to hone in in particular on one thing that you did with LA twenty eight, because being a lifelong athlete, maybe not as good as you were, but tried, wanted to be, and certainly a huge sports fan. Until I don't know, ten years ago, I didn't know what the initials N I L were. Right. Name image likeness wasn't something that we really thought about or talked about. And so could you talk a little bit about LA twenty eight and what you did with N I L and how you approached that opportunity and challenge. Yeah, LA twenty eight was Again, just uh

24:56 Uh such a fantastic experience for me because it was a younger or organization when I joined. I think I was like the Thirtieth employee. I think they're in the thousands now. And it was a role the head of innovation around monetization.

25:11 My job really was to come up with new ways for. The organizing committee to make money. for the US OPC to make money and for athletes to make money. And so I'd spent a lot of time with Olympic and Paralympic athletes and I They're some of the most amazing people, amazing human beings. You know, they

25:31 Give up. So much to represent their country. But what I think we don't remember is that they give it up in a time of their lives where all the r all of the rest of us Are honing our skrading from school, honing our skill set, getting early experience in our careers, and so that when they are done. Competing.

25:50 They're behind. Right? They haven't done all of the the first ten years of your career y they've missed. Right. We don't know who the American Loser is who's gonna come in fourteenth. That's right. My team and I had seen kind of where

26:04 the future of NIL was likely going. And so You know, the collegiate space in the United States is basically the training ground for Team USA. And it's a great training crown for for team USA. And so you see this convergence of these two things happening, right? You see NIL. We just explain what N I L is. N I L is is name, image, likeness and in the collegiate space and In the Olympic space. In prior years, you know, five years ago.

26:31 athletes weren't able to monetize their own image um image likeness. So the colleges would do it or their conferences would do it. In the Olympic movement, the national governing bodies would do it. So USA swimming, USA track and field, or the USOPC would do it, or a sponsor would do it, but the athlete For the most part. couldn't do it or didn't know how to do it. Right. There wasn't an easy way for them to do it.

26:52 And so, you know, you see these two things starting to happen, right? Athletes. finishing their career, even in their moment of competing, really struggling to make ends meet. And the training ground for Olympic and Paralympic athletes starting to move.

27:09 And we started to say, Well hold on a second, like if we don't Prepare for this moment. Where those two things meet, it's not gonna be good. And so We pitched for a long time this concept of

27:23 a platform, a monetization platform where athletes and brands could basically converge and more brands getting access to more athletes and learning about their stories in a really seamless turnkey kind of. software induced way would be good for everyone. And this is almost a marketplace. It's a marketplace. It was really hard. The technology the technology for sure was hard. But Making change.

27:47 In anything. And the Olympic movement. Very, very difficult. We hear over and over and over again from people who have an entrepreneurial spirit and are working inside companies that are just not set up for them to succeed to generate the innovation, whether it's because there are systems and processes that on many levels have to be there, or because there are people protecting their own turf or their own cut. And interestingly, often we talk to CEOs who are frustrated that they can't get the innovative ideas from the team. What did you learn from that experience that might be useful to someone who's trying to be more entrepreneurial at a bigger company or in a bigger system?

28:25 That experience of launching app Or the athlete marketing platform. I think taught me a lot. It's actually been so helpful in what I'm doing today, which is It's gonna sound overly simplified, but

28:38 You know, getting all of the parties in the room. And being very transparent about your intent. must happen and sometimes is overlooked. So I think that was the first learning is like get the right players in the room. Be transparent in what you're trying to achieve. And then the second piece of it is like

28:58 Don't stop if they say no. 'Cause we had a lot of naysayers and People who are upset. And At some point

29:08 When you believe that what you're doing is the right thing. You just have to keep going. I think that's what we ended up doing is uh there's a tendency in in a lot of different things, definitely in the Olympic movement is

29:22 If someone says no, or if not all parties agree, then we're gonna pause because we need everybody aligned. And we just At some point I was like I actually had to push the US OPC. I I think they were about to stop. And I was like, We are not gonna stop. We've already invested all of these dollars. The athletes are excited. Let's just go. Even if we test and change, we gotta just go. So

29:43 I think you know all of those things have made me e a better CEO today because there's things that we've done. even in what we're experiencing this week, that I think we had some naysayers and we were like, This is what we believe in and we think it's right and we're gonna go. NBA all star February of twenty five, Super Bowl February twenty six. World Cup summer twenty twenty six. What happens next.

30:05 I know I'm getting that question a lot right now. We're gonna take a little break because we need it. We deserve it. And then really, you know, reevaluate number one, how the organization looks and what what, you know, how we move forward. But number two, the the bids that are sitting in front of us. We've obviously put in a bid for the women's world cup. I do want to see a women's event here, hopefully before twenty thirty one. But You know, this is such a great women's sports market. I've had three men's events and one with NWSL Championships. I want to bring another one in. We also like to do with things a little bit differently. Like this doesn't have to be uh

30:39 An all star game per se, you know. there's a lot of events that could come into the bay because of the type of lifestyle we lead around. bike racing, cricket, like there's things that happen in this region that I think are good fertile grounds for sport to really thrive. So Yeah, yesterday I talked to Alexis about

30:56 uh oh hanging about athlos coming here. So there could be a bunch. If you asked my board chair, he'd say we're gonna do the Olympics. I said just pause right now. We're not gonna hold. Let's take a little break, but I can't wait to see what's next. Well, we can't wait to have you back on to talk about it. Thank you so much for being with us. Thank you for having me. It's awesome. Thanks again to Zailin Jamahamed for joining us. If you're a sports fan, I hope this was a fascinating look behind the curtain at something you watch every year. And if you're not a sports fan, I hope there were incredible lessons in here for scaling your own businesses. Now that the big game is over, Z is on to the next challenge. Levi Stadium in Santa Clara will host its first FIFA World Cup game in June.

31:39 I'm Jeff Berman. Thanks for listening. Masters of Scale is a Wait What original. Our executive producer is Eve Tro. Our senior producer is Trisha Bobida. Associate producer is Masha Makatanina. Senior talent executive is Stephanie Stern. Mixing and Mastering by Aaron Bastanelli and Brian Pew. Original music by Ryan Holiday. Our head of podcasts is Letal Molad. Visit mastersofscale.com to find the transcript for this episode, and to subscribe to our newsletter. And please make sure. To check out our YouTube channel.

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