On this episode of The Performance Layer, AEG President and COO Nick Baker and Los Angeles Kings Vice President of Strategy, Analytics, and Technology Suzi Alvarez sat down with Forbes to discuss the expanding business operations, rising sponsorship revenue, and technical innovation within the National Hockey League and the Los Angeles Kings. Baker also discussed using artificial intelligence to better understand fan demographics and optimize live stadium experiences. Alvarez further discussed how data analytics help measure evolving brand awareness, insulate the fan experience from on-ice performance fluctuations, and optimize modern digital sponsorship inventory like digital dasherboards.
00:00 Evolution Of The NHL Business Model
01:46 Leveraging Data And Tech Partnerships
03:54 Balancing Team Valuations And Revenue Streams
06:19 AI In Live Sports
09:26 Premium Seating Strategies
11:01 Future Growth Potential For League Franchises
13:53 Fan Base Analytics
Read the full story on Forbes: https://www.forbes.com/sites/forbesvideo/2025/11/25/the-performance-layer/
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