AXS Unstoppable Drive: 5 Key Insights from Sports Leaders

Sports Executives Reveal Blueprint for Future Growth at AXS DRIVE Conference

(Los Angeles, CA) – Team presidents from Major League Baseball (MLB), Major League Soccer (MLS), and the National Women’s Soccer League (NWSL) converged for a pivotal discussion on the future of sports business. The wide-ranging conversation, a highlight of Sports Business Journal’s AXS DRIVE event in Los Angeles, was moderated by SBJ Publisher Abe Madkour and delved into revenue growth, fan engagement, and the massive investments shaping modern franchises.

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The panel featured an all-star lineup of industry titans:

• Larry Baer, President & CEO of the San Francisco Giants
• Derrick Hall, President, CEO & General Partner of the Arizona Diamondbacks
• Tom Braun, President of Business Operations & COO of the LA Galaxy
• Karen Leetzow, President of the NWSL’s Chicago Stars FC

The Hunt for New Revenue Streams

When asked about the next major revenue stream, the answers varied but centered on innovation beyond the game itself.

Larry Baer pointed to the “social aspect,” emphasizing the need to expand the fan experience beyond the 81 home games at Oracle Park. Derrick Hall highlighted international opportunities and the critical need to rethink outdated ticketing models. “The old days of just season tickets are over with,” Hall stated. “Now we have to come up with summer passes or season passes and convert them hopefully into season ticket or advantage members.” He also stressed the importance of activating facilities year-round, noting, “It’s about retail, it’s about office space, restaurants, bars, activation, year-round — that’s revenue.”

For the NWSL’s Chicago Stars, President Karen Leetzow explained that their strategy is fundamentally different. “It’s just about building community… making people feel connected to what we’re doing … not just to our players but to women’s sports.” Tom Braun of the LA Galaxy focused on the digital frontier, touching on the importance of monetizing short-form content to engage a global audience.

Tackling Fan Affordability and Accessibility

The conversation then shifted to one of the industry’s most persistent challenges: keeping games affordable and accessible.

“We always want to keep an eye on affordability,” said Baer, citing dynamic pricing strategies that vary with demand. Hall noted that the most constructive fan feedback often involves concession pricing and efficiency, an area all teams are working to improve. He also admitted that older venues like Chase Field, built in 1998, require significant upgrades to include more premium spaces that fans now expect.

Leetzow pointed out that her team’s location, 20 miles outside Chicago, creates an accessibility hurdle. However, she sees affordability as a key point of differentiation for women’s soccer, offering families a high-quality sports experience without the premium price tag. Braun echoed that parking and concessions are perennial top complaints in fan surveys, emphasizing the need to continuously communicate improvements to the fanbase.

Embracing Private Equity and Future Investments

On the topic of private equity investment, which is becoming increasingly common in sports, the leaders were optimistic but measured. Baer called it “value add,” citing the Giants’ partnership with global investment firm Sixth Street. Leetzow welcomed the influx of capital into women’s sports but noted that long-term, sustainable growth for her franchise depends on gaining control of its infrastructure. She confirmed the Stars will play temporarily at Northwestern’s lakefront stadium next year while continuing their pursuit of a permanent, ownable home.

When asked where they would invest a windfall of cash into their franchises, the answers highlighted their unique priorities:

• Baer (Giants): Prioritizing reaching younger audiences, calling his team in the “memory making business.”
• Hall (Diamondbacks): Technological upgrades, citing the forthcoming Intuit Dome as a model for ROI. He also highlighted outreach to Arizona’s large Latino fan base.
• Leetzow (Stars): Marketing the event experience to close the knowledge gap in women’s soccer and getting new fans to “sample the product.”
• Braun (Galaxy): Data capture. His mission is converting single-game buyers into package holders. “It’s always about getting them to come back,” Braun said. “Every single year it’s our focus and our priority that we have to do more.”

The AXS DRIVE panel provided a powerful, behind-the-scenes look at the strategic minds guiding professional sports into a new era, proving that the business of sports is as competitive and dynamic as the games themselves.