The ROAR Podcast
The ROAR Podcast

The ROAR Podcast

ROAR

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Episodes

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The ROAR Podcast powered by Seregh and Northwestern University’s School of Professional Studies features dynamic sports industry leaders globally who share their unique career insights and perspectives on a wide range of topics related to the business of sports, including real estate, economics, marketing, branding, media, sponsorship, events, and public policy.   Founded in 2021 and hosted weekly by Northwestern Master of Arts in Sports Administration (MSA) faculty members Adam Grossman and Brice Clinton, along with Caroline Valvardi from Seregh, notable guests have included Milwaukee Bucks President Peter Feigin, ESPN's Sara Spain, and NHL Chief Marketing Officer Heidi Browning.  Grossman is also Chief Analytics Officer at Seregh, a global real estate company that develops and invests in sports and entertainment mixed-use districts surrounding stadiums and arenas. In fall 2025, Seregh acquired ROAR, a sports data analytics company founded by Grossman. 

Recent Episodes

Scott Sonneberg
APR 16, 2026
Scott Sonneberg
Discover how NBA veteran Scott Sonnenberg has helped craft one of the most innovative sports venues with cutting-edge technology, unique fan experiences, and impactful partnerships — all while harnessing data and AI to elevate the game.In this episode:Scott Sonnenberg’s journey from the Chicago Bulls to Chief Commercial Officer of the LA Clippers.Key innovations at the Intuit Dome: seamless entry, tailored fan experiences, and high-tech features like Gameface ID.How the venue's design enhances gameplay, impacts opponent performance, and creates a significant home-court advantage.The strategic approach to global branding, partnerships, and community engagement within the LA market.The role of data, analytics, and AI in personalizing fan interactions and optimizing venue operations.Insight into premium experiences, premium seating design, and how LA’s competitive market shapes them.The future of sports venues: embracing AI, maintaining the essence of live sports, and creating memorable experiences.Timestamps:00:00 - Building the greatest NBA arena from scratch01:21 - Scott Sonnenberg’s NBA career timeline02:47 - Innovations at Intuit Dome: Restroom design, Halo Board, and fan experience04:03 - Building a global brand while focusing on local fan base06:41 - Leveraging international partnerships and global NBA reach08:11 - Competition with Lakers and industry leadership in venue design10:17 - Creating ROI-driven, innovative sponsorships and partnerships12:02 - Sustainability and environmental initiatives at Intuit Dome15:04 - Seamless entry, personalized fan experience, and fan engagement technology17:04 - Early partner engagement during venue construction18:36 - Use of technology partners like Clear and AT&T within the venue20:29 - Interactive fan experiences driven by Candy Crush partnership26:53 - Personalization of fan experiences using data and analytics33:07 - Impact of venue design, the "Wall," and home atmosphere35:53 - Premium seating options and creating unique experiences41:16 - The role of AI in transforming sports and fan engagement44:11 - The future of sports venues: technology enhancement without replacing live elements
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44 MIN