She also wants to understand the opportunities to expand the number of experiences it provides beyond the Field of Dreams and the All-Star Game. “Are there moments like Opening Day, where we can put another stake in the ground,” she asks, according to the article. “The brand should be an important part of that.”
Timpone, the league’s first CMO since 2016, when then-CMO Jacqueline Parkes left, says to eventually expect a frequency loyalty play, which would mean an emphasis on data collection and fan tokens.
“I’m getting deeply immersed in the blockchain opportunities across sports,” Timpone said, according to the article. “We have physical and digital fan relationships at scale around the world, so sports are probably the best possible use case for widespread consumer adoption of blockchain. It could be our intersection point for loyalty and a way to bond fans for life.”