The FUTRSPRT Interview Series: National League Lacrosse Deputy Commissioner & EVP of Business Affairs Jessica Berman

National League Lacrosse is on a Fast Break w/ Jessica Berman @ the Helm

Courtesy of National League Lacrosse

By Matt Bowen

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FUTRSPRT Interview Series presents conversations with some of the sharpest minds in sports tech. Leaving no angle of competition or fan experience unscathed FUTRSPRT showcases those creating the future of sports right before our eyes.

FUTRSPRT’s Matt Bowen welcomed Jessica Berman, Deputy Commissioner & EVP of Business Affairs of National League Lacrosse to the FUTRSPRT Interview Series to talk about her new role, the sudden acceleration of the league, and the future of the NLL. Berman is a trailblazer — in her new position with the NLL she became the highest-ranking woman in men’s professional sports. It didn’t take FUTRSPRT long to figure out why — she possesses a rare skillset trifecta of deep analytical thinking, curiosity, and hard work.

Courtesy of NLL

What is Your Personal Past & What is Your New Role at National League Lacrosse?

Before we begin it should be noted that Jessica Berman’s professional past reads like a superhero’s special abilities in a comic book.

Berman spent 13 years at the NHL. Her most recent role was Vice President, Community Development, Culture & Growth / Executive Director, NHL Foundation for the past four years. Before that — Berman served as in-house counsel for nine years for the NHL where she worked on things like the league’s Collective Bargaining Agreement with the NHLPA.

Does she have your attention yet?

When asked why she turned her focus at the NHL from the legal side to the community side Berman responded, “I wanted a business role. The vision I had was to transform and revolutionize the social impact for the league. I wanted to drive growth, revenue, and partnerships.”

Her statement can be boiled down to one thing — she wanted a new challenge. She wanted to grow the NHL and in turn, herself.

In her new role with the NLL Berman’s superpowers have seemingly multiplied. Yet, she speaks with the highest degree of humbleness. Don’t take this as a sign of weakness though, please remember, she withholds an otherworldly prowess few on this earth have discovered within themselves.

Her new duties include:

— Marketing(Branding & Digital — Fan/Consumer Engagement)

— Legal(Collective Bargaining Agreement & Player’s Union)

— Social Impact Platform

— Team Services Function(Best Practices)(League Expansion)

Does she have your attention now?

Good, because NLL is about to boom.

You’ve Only Been w/ the NLL Since Early September, but What are Some Pleasant Surprises?

Berman bolts into a stream of conscious that’s so crisp one may believe she’s been with the league for a decade.

“I love how nimble the league is”, Berman begins.

“We’re in such an aggressive growth mode. We’re able and motivated to move quickly. With the NLL I’ve enjoyed toggling between different areas. I’m a detail-orientated person, enjoy strategy and execution, but my new role is making me more creative, which in turn is making me a better manager.”

The previous paragraph is Berman in a nutshell. At this point, FUTRSPRT begins to wonder what she can’t do? She’s a professional’s professional. Berman is ostensibly the summation of all the Business/Leadership books on Amazon’s shelves wrapped into one human. How? Lest we forget, she’s a superhero.

She concludes this question with further affirmation that she may be the front-office GOAT.

“Being at the NHL for 13 years I was comfortable but really like the fresh start and finding myself.”

It’s amazing what can be achieved by challenging yourself. Berman is the living embodiment of this.

What Should We Know About the NLL’s Recent Partnership w/ Wilson/EvoShield?

“The league is forward-thinking and innovative in regards to tech”, says Berman.

“Wilson is investing in lacrosse.”

What Berman is referring to is the announcement on October 15, 2019, between the NLL and Wilson Sporting Goods, which named EvoShield(owned by Wilson) as the official supplier of performance-driven sports protective gear.

“This tech-infused gear will be showcased at the league level. Lacrosse is growing and this deal is great for everyone involved.”

Without prompting, Berman continues, “Fan engagement is key for us. Our fans are Millennials and Gen Z. As an emerging property, we can cultivate at the grassroots level. We’re looking for players to interact with young fan ambassadors.”

At this moment, Berman’s inner-lawyer kicks in a bit, leaving no doubt to the FUTRSPRT jury that the NLL is a fine-tuned machine.

“B/R Live is our media partner. This gives our young fans the ability to consume content in ways that they prefer. We chose B/R Live as an intentional strategy. We can reach our audience. Also, B/R Live has the benefit of infrastructure because of its ties to Turner/AT&T.”

In the blink of an eye, Berman displays that the league is going full bore on growth via innovative partnerships focused on its players and fans.

Well done.

Courtesy of NLL

What Tech Excites You?

“The ability to personalize fan experience. The league is willing to take chances/test new tech in order to be at the forefront.”

Don’t sleep on this statement from Berman. Her words break boundaries, they’re a declaration of why the NLL is different, and in this case different is great.

Name One Challenge You’ve Come Across in Your Brief Time @ the NLL?

“Nick [Sakiewicz](NLL Commissioner) is super disciplined. My biggest challenge has been the amount of stuff we want to get done versus time. We have to use our resources and manage our time efficiently. We can’t afford to lose time. I’ve empowered and inspired my team to maximize the amount of time we have.”

Berman is a consummate pro yet she’s telling FUTRSPRT she’s learning, growing, and being challenged, which is exactly why she took the job.

In 3 Years NLL Will Be Know for _______?

Berman finishes with a bang, stating, “Being the fastest-growing league in North America. We’ll also have the largest incremental growth rate at the franchise valuation level.”

Mic. Drop.

………………………………………………………………………………

Does anybody doubt Berman? FUTRSPRT doesn’t. Don’t bet against anything she’s involved with.

The sports landscape has been warned — the NLL is for real. Led by Berman, it too has superpowers.