what is mlse digital labs?
MLSE Digital Labs is an innovation organization that unites business strategy and digital strategy and works with our teams to build competitive advantages through technology capabilities
We are a combination of individuals with diverse backgrounds who are passionate about the work they do
We work across MLSE business operations and front office and work with third party organizations to drive innovative solutions across MLSE
Our mandate is end-to-end delivery starting with top level strategy and continuing through product design and to detailed technical development and deployment
Co-create and collaborate internally and externally in everything we do
Approach every problem as an opportunity to do something that has never been done
Be data driven in our design and decision making
Be fan, player, team, and performer centric
Test and learn and focus on continuous improvement
How do we work todaY?
We work collaboratively with the front office across all our teams and work closely with all our core business operations departments to create the future of sports and entertainment
We have augmented our capabilities to push the boundaries of what a sports and entertainment company can do in order to create value for our teams, our business operations departments, our fans, and our customers
2019 NBA Team of the Year
The 2019 NBA Champion Toronto Raptors received the league’s first-ever NBA Team of the Year Award. The Raptors were recognized for their achievements across team business, including Ticketing, Partnerships, Marketing, Digital Media, Business Analytics and Innovation.
2019 NBA 2K Digital Innovator of the Year
Raptors Uprising GC received the Digital Innovator of the Year Award for the consistently high quality of its content and digital fan engagement throughout 2019. The team created video and social content that was posted across its digital channels, enhancing the fan experience and creating a two-way conversation with followers, most notably through the video content series “6ixtape.”
2019 NBA Partnership of the Year
The partnership with McDonald’s centered on Beyond the Arch, a campaign in which fans won a medium order of French fries when the team made 12 three-pointers in a game. To be eligible, fans download the McDonald’s App for a digital coupon to redeem the fries, resulting in 2 million redemptions representing 36 percent of all McDonald’s App transaction in Ontario.
Leaders in Sport
MLSE won the Leaders in Sports 2020 Community Award for our initiative Bringing Toronto Back To Its Feet which was an effort we collaborated on with partners, the City of Toronto, and the province of Ontario to make and deliver over 500,000 meals to frontline healthcare workers.
WHat are we working on?