Steve (00:03.081)
Kristen, how's the lighting on my side? we okay? Oh yeah, you're fine. You are in front of the window, but it's not too bad. can adjust the light. That actually would be great. There's something like on your head directly. Oh, I think it's the light. There we go. Yes, that's great. I love your chair, by the way. Thank you.

Meka White Morris (00:08.086)
Is there a glare on my side or am I okay?

Meka White Morris (00:14.638)
Do you want me to close it?

Meka White Morris (00:29.71)
Thank you.

Steve (00:32.581)
So before we start, anything that top of mind, I always like to ask beforehand, anything that's really just buzzing in your mind, something you're just is really captivating you at the moment about the business of sports, anything in any capacity that wouldn't, please.

Meka White Morris (00:35.715)
Yes.

Meka White Morris (00:53.547)
Yeah, I'll say I was privileged to go to a conference not too long ago and Will Godara spoke and he talked about this idea of unreasonable hospitality, which is the title of his book.

Steve (01:11.12)
Okay, do you mind? I'm gonna stop you right there. I'm gonna introduce you. We're gonna get into that in two minutes. You were at a conference. Where was the conference again? In New York. And it was hosted by? Godara. And what was the actual? He was the proprietor of One Madison Park that went from...

Meka White Morris (01:19.629)
in New York.

Meka White Morris (01:23.264)
Will Godara, he was the proprietor of One Madison Park that went from sort of a decent New York restaurant to the number one restaurant in the world and he spoke. And so this idea of unreasonable hospitality is really percolating in my ecosystem.

Steve (01:31.241)
sort of a decent New York restaurant, to the number one restaurant in the world, if you spoke. And so this idea of unreasonable hospitality is really powerful in my... perfect. I love it, I love it. Okay, I'm gonna learn about unreasonable hospitality from you together. And at the end of the day, I wanna make sure that I have also got your CV correct. It's, you are the...

Meka White Morris (01:51.276)
Mm-hmm.

Steve (01:58.762)
Is it EVP, is it Chief Revenue or EVP of Revenue Chief Business Officer? Yes, that's correct. It's lengthy and convoluted but it's executive Vice President of Revenue and Chief Business Officer. Okay, perfect. Okay, well let's get right into and have some fun. Okay, just I need to know one thing. Can we get you right towards, it's because we're at the 22 on the hour. Would it be okay if we, can we go a little beyond the 45? Yes, of course. Okay, wonderful, wonderful.

Meka White Morris (02:02.791)
Yes, that's correct. It's lengthy and convoluted, but it's Executive Vice President of Revenue, Chief Business Officer.

Meka White Morris (02:25.163)
Y-yes, of course.

Steve (02:28.955)
Okay, so here we go. And obviously we're not live. So if you need to drink anything, do anything you gotta do, you do your thing. so what a distinct pleasure to have on the transaction report. Mika White Morris, she joins us from the Chicago Bears and she is the executive vice president of revenue and chief business officer. Mika just.

hot off a big trek to Cabo, Mexico. Welcome back. How was your outing in Mexico? It was incredible. It was just with the doctor's order. In this business, it's funny when people ask, after the NFL season or MLB season or NBA season, they're what do you do in the off season? Well, that's where the magic happens.

Meka White Morris (03:06.858)
It was incredible. It was just what the doctor ordered. In this business, it's funny when people ask, after the end of an NFL season or MLB season or NBA season, they're like, so what do you do in the off season? You're like, well, that's where the magic happens. And so what's really important is to find your balance and taking the time to do that and recharge the battery makes me better executive.

Steve (03:23.465)
What's really important is to find the balance and taking the time to do that and recharge the battery makes me a better executive. And I had a baby about eight months ago, so this is our first time away from her and while difficult, it makes you a better parent, I think. So it was great. Brilliant. Well, first of all, congratulations on the baby. I have four of those who are now called adults. And you're in the fun stage from

Meka White Morris (03:31.943)
I had a baby about eight months ago, so this is our first time away from her and while difficult, it makes you a better parent, I think. So it was great.

Steve (03:51.732)
from eight months, you get about a two month window of the fund. So from eight to 10 months, I wish you only good news and happiness. And then welcome to parenthood. But Mika, as Executive Vice President of Revenue, what I first want to do is the folk here who are watching this are really interested in the business of sports from a financial standpoint. They're interested in maximizing the stewards of brands, marketing managers, brand managers, sponsorship directors, agency folks.

Meka White Morris (03:59.379)
Thank you, Steve, I appreciate it.

Steve (04:21.737)
who are really interested in understanding first and foremost, streams of revenue and how does it affect the corporate sponsor, the corporate brand that is one of those streams. So I'm gonna ask you to first help us in just in a very kind of tactical bulleted way. When you are a head of revenue for an NFL team, a major NFL team, what are those streams? If you could just take us through a kind of a methodical evaluation.

of streams of revenue that you as the steward of those streams and generator of those streams would be overseen. Yeah, so thank you for the question. And the NFL is different than other needs in a host of ways, but the main one being the shared media dollars, right? So the biggest bucket of revenue that we receive, and this is no sort of effort of my own is

Meka White Morris (05:00.869)
Yeah, so thank you for the question. And the NFL is different than other leagues in a host of ways, but the main one being the shared media dollars, right? So the biggest bucket of revenue that we receive, and this is no sort of effort of my own, is the 1 32nd of the media rights value that the league has negotiated on behalf of the clubs. That doesn't necessarily

Steve (05:21.065)
the 132nd of the media rights value that the league has negotiated on behalf of the clubs. And by the way, that's about an 11 billion, approximately 11 billion per year Roger Goodell deal. So it's a pretty big chunk for each club that comes in. And so what's unique about the NFL, unlike the NBA or baseball, is about 70 % of your revenue you receive before you even play.

Meka White Morris (05:33.104)
Correct. yeah, so it's a pretty big sort of chunk for each club that comes in. And so what's unique about the NFL, unlike the NBA or baseball, is about 70 % of your revenue really you receive before you even played a game, give or take, because of the media rights and how it's been structured, which is the genius of the league. From there, the next biggest bucket is your ticketing.

Steve (05:51.05)
played a game, give or take, because of the media rights and how it's been structured, which is the genius of the league. From there, the next biggest bucket is your ticketing and your hospitality revenue. So that is, you know, we're in a 60, you know, 60,000 seat, we're the smallest building in the NFL currently, it's in the field, but 60 plus thousand seats. We are sold out for every game. And so that's a huge bucket.

Meka White Morris (06:02.025)
and your hospitality revenue. So that is, you know, we're in a 60, you know, 60,000 seat, we're the smallest building in the NFL currently at Soldier Field, but 60 plus thousand seats. We're sold out for every game. And so that's a huge bucket. You know, season ticket holders, we have some seats that we reserve for single game pricing, but you're PSL holders. The next revenue bucket, you know, really kind of in the mix is

Steve (06:19.177)
You know, season ticket holders, we have some seats that we reserve for single game pricing, but you're PSL holders. The next revenue bucket, you know, really kind of in the mix is your sponsorship revenue bucket. So that is obviously brand partnerships that you create with the spoke brands and local brands that want to sort of utilize the Bayer's brand to help maximize and legitimize their respective businesses in the local DNA and beyond. The next bucket probably

Meka White Morris (06:30.403)
your sponsorship revenue bucket. that is obviously brand partnerships that you create with bespoke brands and local brands that want to sort of utilize the Bears brand to help maximize and legitimize their respective businesses in the local DMA and beyond. The next bucket probably I would say to focus on is the sweets business, which obviously is a part of the hospitality business and onto itself. And then you have your food and beverage business, your merchandise business.

Steve (06:47.857)
I would say to focus on is the sweets business, which obviously is a part of the hospitality business and onto itself. And then you have your food and beverage business, your merchandise business, and then your ancillary revenue streams. Like if you have any sort third party events that you host, if you do any tours or event sales business, depending upon your stadium situation, certainly you can think through.

Meka White Morris (06:59.778)
And then your ancillary revenue streams. Like if you have any sort of third party events that you host, if you do any tours or event sales business, depending upon your stadium situation, certainly you can think through any sort of ancillary opportunities. Like some teams have cruises and other things that they use to sort of drive incremental revenue. But those are the main.

Steve (07:16.643)
any sort of ancillary opportunities like some teams have, know, cruises and other things that they use to sort of drive incremental revenue, but those are the main sort of meaty pockets that we have sort of oversight, I have oversight of and that we control as a whole. You know, I saw from Sponsor United, I think it was yesterday they came out with an interesting assessment about the average average contribution of generated revenue from sponsorship for an

Meka White Morris (07:27.299)
sort of meaty buckets that we have sort of oversight, I have oversight of and that we control as a club.

Steve (07:46.442)
MLB team and when you look at the MLB teams I think the average was around if I remember correctly per sponsorship I'm talk about the sponsorship deal average it was about a half a million per deal per MLB team and that's what I recall how different is it when we start getting into NFL team

Meka White Morris (08:09.143)
Yeah, you know, so what I would say is the process is the same. And what you're trying to achieve as a team talking to brands is the same. It's the magic of the NFL. They have mastered this combination of scarcity, excitement in a way that I think other leagues, you know,

Steve (08:09.501)
Yeah, you know, so what I would say is the process is the same. And what you're trying to achieve as a team talking to brands is the same. It's the magic of the NFL. They have mastered this combination of scarcity, excitement in a way that I think other leagues, you know,

Meka White Morris (08:36.674)
don't necessarily have and it can be a double-edged sword, right? I mean, in the end of the day, there are times in baseball where, when I was in that business where it's about the number and the volume of games is what people are really interested in, because the NFL doesn't have the volume, right? But what they do have is this sort of die-hard focused commitment and sold-out atmosphere because each game matters just that much.

Steve (08:37.031)
don't necessarily have and it can be a double edged sword right? And in end of the day, there are times in baseball where, when I was in that business where it's about the number and the volume of games is what people are really interested in. Cause the NFL doesn't have a volume right? But what they do have is this of die hard focused commitment and sold out atmosphere because each game matters just that much.

Meka White Morris (09:05.377)
and each game is so massively critical that the interest level is at an all-time high. And I think we're lucky in that regard, but you have to still find ways to fill in the fringes, And you gotta remember these outsized brands with outsized valuations. In the end of the day, we play eight to nine home games in a regular season, and maybe you get a couple of play-offs.

Steve (09:05.797)
And each game is so massively critical that the interest level is at an all time high. And I think we're lucky in that regard, but you have to still find ways to fill in the fringes, right? And you gotta remember these outsized brands with outsized valuations. In the end of the day, we play eight to nine home games in a regular season and maybe you get a couple of play offs.

Meka White Morris (09:34.366)
games if you're lucky, but at end of the day you're talking about eight or nine Sundays, where you're talking about eight-

Steve (09:34.634)
games if you're lucky but at the end of the day you're talking about eight or nine Sundays. And how many how many sponsors how many would be in that portfolio of a team like obviously yeah because when you when you over at the Twins you had 81 home games you're now at the Bears as you said you've got eight nine if you're lucky if you're blessed as you like to say and I like to say if you're blessed you're looking at and you know more in the playoffs so when you look at a portfolio just so that we can understand the math behind

Meka White Morris (09:44.009)
in a portfolio of sponsors for an NFL club.

Meka White Morris (09:50.311)
Mm-hmm.

Steve (10:04.745)
How many right now sponsors do you have that have some form of representation as a partner that is visible or has more significant, I don't know the classifications, maybe could help define how you actually sell your sponsorship. But if you're looking beyond just the IP corporate suite sales, what might we have as quote unquote official team partners? Yeah, it's a really good question. I think.

Meka White Morris (10:27.623)
Yeah, it's a really good question. And I think it's a philosophical decision on behalf of the club. Some clubs in the life cycle of your trajectory in a building, the number of partners you have is going to increase over time. And so what I would say is that we are in sort of the backend of the life cycle, which means we have 130

Steve (10:32.681)
It's a philosophical decision on the path of the club. Some clubs in the life cycle of your trajectory in a building, the number of partners you have is going to increase over time. And so what I would say is that we are in sort of the back end of the life cycle, which means we have 130 plus-ish partners all together. But I would say...

Meka White Morris (10:56.735)
plus-ish partners all together, but I would say there's a difference between a partner and an advertiser, right? And that's really about what the brand wants to do with us and sort of what sort of level of partner they are, meaning there are some brands that want to buy what I'll call media. So signage and or IPTV or pregame television or radio or other things that really are a media buy.

Steve (11:00.809)
There's a difference between a partner and an advertiser, right? And that's really about what the brand wants to do with us and sort of what sort of level of partner they are. Meaning there are some brands that want to buy what I'll call media. So signage and or IPTV or pregame television or radio or other things that really are a media buy. And I would...

Meka White Morris (11:27.038)
And I would say those are advertisers. Partners are really trying to leverage our IP and do something together in the community that can only be done by the two of us together. So it's a bigger commitment, a larger opportunity, one that has more bespoke components to it.

Steve (11:29.865)
I would say those are advertisers. Partners are really trying to leverage our IP and do something together in the community that can only be done by the two of us together. So it's a bigger commitment, a larger opportunity, one that has more bespoke components to it. And so today on those side of it, the ones that are using IP, are you at the 15 to 20 level or are at the 20 to 25 level of committed sponsors out of that hundred plus? Yeah.

Meka White Morris (11:57.822)
Yeah, you know, I think we're probably in the 25 to 30 level, if not a click higher than that.

Steve (11:58.794)
You know, I think we're probably in the 25 to 30 level, if not a quick higher than that. And here's where it gets really interesting with your background, which makes it so much fun for me. And that is when you were at the Twins, you're going into deals and you're literally showing off a stadium that has visible signage on field. it's, you know, if a home run is hit, that ball is, could, you know.

prospectively hit a particular sign of one of your clients, which would of course make them very happy. When we're looking at one of the last purists in the business of sport, the NFL is one where unless you're a utility product and you're now, which took over the deal from Bose, Sony headphones or Microsoft tablet or a Wilson ball or Nike on the Jersey or Gatorade bucket, you don't see much on field during broadcast. So.

What's so fascinating to my partners and me at SportsBiz is how do you, where is that value proposition coming off a twins leadership role where you're literally being able to communicate this visible, very tangible, physical identity at venue? Can you help us understand that nuance?

Meka White Morris (13:14.415)
Mm-hmm.

Yeah, so what I would say to you is, if somebody wants to partner with the twins or the bears or anybody for that matter, and they're simply looking to buy impression value and eyeballs, I would suggest that it's a much better

Steve (13:22.321)
If somebody wants to partner with the twins or bears or anybody for that matter, and they're simply looking to buy impression value and eyeballs, I would suggest that it's a much better

Meka White Morris (13:41.059)
If they just buy TV. Like the point of partnering with a sports franchise is in order to leverage and truly create the spoke opportunities. And so my question for my sales team or for any partner is what are they looking to do? Do they really want to partner with the Bears or are they really wanting to get the eyeballs that are

Steve (13:41.724)
If they just buy TV. Like the point of partnering with a sports franchise is in order to leverage and truly create the spoke opportunities. And so my question for my sales team or for any partner is what are they looking to do? Do they really want to partner with the Bears? Or are they really wanting to get the eyeballs that are looking at Bears?

Meka White Morris (14:08.354)
looking at bears games. And those are two very different tactical moves. And I'd argue that it's a heck of a lot cheaper to buy a media package through Fox or whoever than it would be to do a deal with the bears. And so for me, the need for eyeballs and visibility on field should be a component of a deal, but it shouldn't be the driver of the deal. in my earlier point is,

Steve (14:10.287)
And those are two very different tactical moves. And I'd argue that it's a heck of a lot cheaper to buy a media package through Fox or whoever than it would be to do a deal with the Bears. And so for me, the need for eyeballs and visibility on field should be a component of a deal, but it shouldn't be the driver of the deal. And in my earlier point is,

Meka White Morris (14:36.836)
That in my mind is the difference between a partner and an advertiser.

Steve (14:38.013)
That in my mind is the difference between a partner and an advertiser. Well stated. Actually, that was beautifully stated. Beautifully stated. Probably the first time it was articulated on this show ever. And I like how you really captured that. Because in today's world, when we look at the progression of sports, the business of sports, first of all, we have so many new ancillary leagues. And with streaming, there is just constant bombardment of messaging.

that you and I both know that first of all, on an egress from watching a broadcast, I believe, of Gen Z, 57 % don't even watch the commercials, right? There's a complete egress from watching the screen, whatever screen they're on. And so I like how you capture it. It's certainly from a sports marketer's standpoint, makes it a heck of a lot harder, because you gotta be a whole lot cleverer on how to craft meaningful, really bespoke campaigns.

that differentiate them from every other sponsor, not only on the team, but in the league. And then of course, in your territory, all the other major franchises in your city. That's right. And so I think philosophically, I've always been somebody who leaned on fewer, bigger, better. But to be an exclusive partner of the Chicago Bears, you need to be at a certain level.

Meka White Morris (15:46.936)
That's right. And so I think philosophically, I've always been somebody who leaned on fewer, bigger, better. But to be an exclusive partner of the Chicago Bears, you need to be at a certain level. And again, I maintain, you know, as a brand, as a building matures. So when you first open a new stadium, it's shiny. You can sort of demand and set pricing at a level that probably outkicks.

Steve (16:02.961)
And again, I maintain, you know, as a brand, as a building matures. So when you first open a new stadium, it's shiny. You can sort of demand and set pricing at a level that probably out kicks what any research would tell you is possible. People are excited. They want to be invested and involved in how you build out your sponsorship platform really has to be not just what day one looks like opening a brand new stadium, but what gauge.

Meka White Morris (16:14.788)
what any research would tell you is possible. People are excited. They want to be invested and involved. And how you build out your sponsorship platform really has to be not just what day one looks like opening a brand new stadium, but what day 10,000 looks like when you're 10, 20, 30, 40, 50 years in, if your stadium survives that kind of time, Soldier Field has, where you...

Steve (16:32.809)
10,000 looks like when you're 10, 20, 30, 40, 50 years in, if your stadium survives that kind of time, Soldier Field has, where you really need to be thinking about now how do you add additional inventory and value so you can continue to grow your revenue in a really systematic and thoughtful way. But to your point, for me,

Meka White Morris (16:42.532)
really need to be thinking about now, how do you add additional inventory and value so you can continue to grow your revenue in a really systematic and thoughtful way? But to your point, for me, to protect the Chicago Bears brand, 105 years old, founding brand of the NFL, biggest Singleteam market in the NFL with rich history, anybody and everybody shouldn't be able to

Steve (16:56.985)
to protect the Chicago Bears brand, 105 years old, founding brand of the NFL, biggest single team market in the NFL, with rich history. Anybody and everybody shouldn't be able to put their logo next to ours. Well done. And here's what- be really thoughtful and considerate. And what I appreciate about the Hallis-McCaskey family is how-

Meka White Morris (17:11.31)
put their logo next to ours. We've got to be really thoughtful and considerate. And what I appreciate about the Halis-McCasky family is how protective they've been of their brand for a very, very long time. It's really important.

Steve (17:24.081)
active they've been of their brand for a very, long time. It's really important. You know, your point you just made is interesting on today of all days because my good friend Kurt Badenhausen, who was formerly at Forbes and created the team valuation methodology, literally today where he's over at Sportico came out with the announcement of the 156 teams that they valued and Chicago Bears of all sports franchise.

in Chicago literally was number one for Chicago. And right now, I just learned, I never knew this, but you have a 6.2 billion valuation according to Sportica, who I think today is virtually the authority on the subject. What's interesting is the Boston Regsots are number 17. So you're number 16 on the overall list. The Cowboys are number one at 10.3, Bill. Interesting.

Meka White Morris (18:06.5)
Mm-hmm.

Steve (18:21.801)
Red Sox right behind you by 300 million at number 17. The Cubs at 5.69, and I'll just read them off. The Bulls at 5.5 billion. Black Hawks at 2.5 billion. And the White Sox at 2 billion. And it brings up something that I always think is just so interesting, the paradox of what you said earlier. That when you were at the Twins, you had 81 games. And when you're now at the Bears, you're working with eight, possibly nine.

Meka White Morris (18:45.837)
Mm-hmm.

Steve (18:53.019)
Yet you probably are making more from each sponsor on average than you may have been at the Twins. Yet you have literally 73 more games over there. 73 more broadcasts. And it's this great paradox of economics that you started to talk about. And before we get into a subject that I'm really motivated to talk to you about, which is called unreasonable hospitality.

Meka White Morris (18:59.178)
Mm-hmm. Mm-hmm.

Mm-hmm.

Meka White Morris (19:14.153)
Mm-hmm.

Steve (19:22.681)
I want to just try to understand that economic paradox. 73 more games in a major ball sport and you're selling audience at Stadia that have times comparable venue size. How does that, why does that economic equation work so much in favor of the NFL? Yeah, it's fascinating, right? It's why sport is...

Meka White Morris (19:27.101)
Yeah.

Meka White Morris (19:31.486)
Yep.

Meka White Morris (19:45.885)
Yeah, it's fascinating, right? It's why sport is what it is from a business perspective. But I want to just sort of note, underscore, underscore, underscore. You talk about the valuation of Chicago Bears being a little north of six billion. You got to remember, this is a team that's never had its own building. Every other team that you mentioned has its own building. I mean, with the exception of the Bulls and the Blackhawks that are in a shared facility.

Steve (19:52.529)
what it is from a business perspective. I want to just sort of underscore, underscore, underscore. You talk about the valuation of Chicago Bears being a little north of six billion. You got to remember this is a team that's never had its own building. Every other team that you mentioned has its own building. I mean, with the exception of the Bulls and the Blackhawks that are in a shared facility, Chicago Bears for 105 years have never played in their own building.

Meka White Morris (20:15.583)
Chicago Bears for 105 years have never played in their own building. And so when we have our own building, the valuation of this franchise will arc in an unbelievable way such that it'll rival what I'll call the top three to five, if not the number one brand from a valuation perspective in sports. Because you gotta remember, we're in the

Steve (20:21.371)
And so when we have our own building, the valuation of this franchise will arc in an unbelievable way such that it'll rival what I'll call the top three to five, if not the number one brand from a valuation perspective in sports. Jerry Jones. Biggest single team market and we've never had our own.

Meka White Morris (20:44.713)
biggest single team market and we've never had our own place.

Steve (20:48.937)
What does that mean when you say biggest single-team market would you define that place?

Meka White Morris (20:53.223)
Meaning, York has two NFL clubs, LA has two NFL clubs, Chicago only has one. So we're the biggest single team NFL market in the country, and yet we've never had our own building, and yet we have the most Hall of Famers in the NFL, a storied franchise that was a founding member of the league. it's just a matter of time before six billion becomes eight billion becomes 10 billion becomes more.

Steve (21:15.621)
It's just a matter of time before 6 billion becomes 8 billion becomes 10 billion becomes more. So it's it'll be an interesting journey over the next three to five years as this new stadium comes to market and we launch because the valuation I think will exponentially grow as will the revenue. Never thought about it until you're speaking now Mika. What does that do for you as the head of revenue? What does that do if you could walk into a meeting

Meka White Morris (21:23.687)
So it'll be an interesting journey over the next three to five years as this new stadium comes to market and we launch because the valuation I think will exponentially grow as will the revenue.

Steve (21:45.211)
and you literally outflanked Jerry Jones. And now everyone is talking about the Bears as you described it, because you have your own facility and now you're a 12 billion valuation. As a revenue head, does that put an additional feather in the cap? Without question. mean, listen, I was in almost the exact same role at the Minnesota Twins and the Pollatt family and Dave St. Peter and the leadership team there was...

Meka White Morris (22:00.793)
Without question. mean, listen, I was in almost the exact same role at the Minnesota Twins and the Polad family and Dave St. Peter and the leadership team there was incredible. A storied franchise in an amazing city that had come through George Floyd and emerged in this really interesting way. And for me, was, know, Target feels beautiful and we were finding our way and sort of.

Steve (22:11.429)
incredible, a storied franchise in an amazing city that had come through George Floyd and emerged in this really interesting way. And for me, it was, you know, Target feels beautiful and we were finding our way and unlocking revenue opportunities and really building out our brand story. But when you think about the opportunity in Chicago.

Meka White Morris (22:28.234)
unlocking revenue opportunities and really building out our brand story. But when you think about the opportunity in Chicago and you think about what the Bears is, what they mean to the NFL and the fact that they haven't had this opportunity to really flex in the way that this family and this brand deserves and to be a part of that. mean, there is no bigger story for a revenue leader than to take a franchise that's valued at six billion and

Steve (22:36.573)
And you think about what the Bears is, what they mean to the NFL and the fact that they haven't had this opportunity to really flex in the way that this family and this brand deserves. And to be a part of that, mean, there is no bigger story for a revenue leader than to take a franchise that's valued at six billion and help it grow to more than that. That's really the name of the game. Right. And so that's a revenue equation.

Meka White Morris (22:56.918)
and help it grow to more than that. That's really the name of the game, right? And so that's a revenue equation. That's a value equation. That's a brand equation. And as somebody oversees our brand and our revenue, there is no bigger opportunity, in my opinion, in sports.

Steve (23:05.353)
That's a value equation. That's a brand equation. And as somebody oversees our brand and our revenue, there is no bigger opportunity, in my opinion, in sport. with Farpoint development and their objectives and the build and the possible prairie shores apartments that might be considered part of the stadium footprint, 75,000 seats stadium, does shifting a stadium, prospectively 50 minutes outside of the main city, does it do anything again from a revenue

generation standpoint that would be of concern to you? It's a really good question and you know I'm eagerly waiting to see where our stadium ends up. think our focus continues to be on what we feel is the most beautiful piece of land in the world which is the museum campus where Soldier Field currently is. mean it isn't on a freshwater lake you know beautiful in the city. If you think about the cities I just listed you know Boston, New York,

Meka White Morris (23:38.658)
It's a really good question and you know, I'm eagerly waiting to see where our stadium ends up. I think our focus continues to be on what we feel is the most beautiful piece of land in the world, which is the museum campus where Soldier Field currently is. mean, there isn't on a freshwater lake, you know, beautiful in the city. If you think about the cities I just listed, you Boston, New York, L.A., like none of them have their stadium in the city.

Steve (24:05.197)
LA, like none of them have their stadium in the city. So it's a tremendous opportunity to sort of stand aside and set ourselves apart as the city of Chicago and recognizing Chicago's never hosted a Super Bowl, never hosted, you know, some of these major events like, you know, the Big Ten Championship or the Combine or the Final Four, I because we just haven't had the venue, even though the city is magnificent and poised to be able to do it.

Meka White Morris (24:08.538)
So it's a tremendous opportunity to sort of stand aside and set ourselves apart as the city of Chicago and recognizing Chicago's never hosted a Super Bowl, never hosted some of these major events like the Big Ten Championship or the Combine or the Final Four, I because we just haven't had the venue, even though the city is magnificent and poised to be able to do it. To that end...

Steve (24:35.305)
To that end, I actually don't think the revenue equation shifts. If you look at pure media dollars, when you go to of third party agencies, it's the same in terms of the media buy. You don't get a different media buy value when you're in Arlington Heights versus Chicago because it's all within the Chicagoland DNA. I don't think that the...

Meka White Morris (24:37.078)
I actually don't think the revenue equation shifts. If you look at pure media dollars, when you go to third party agencies, the CPM is the same in terms of the media buy. You don't get a different media buy value in Arlington Heights versus Chicago because it's all within the Chicagoland DMA.

the valuation from a partnership perspective will change at all, frankly. I think the excitement around a new stadium in Chicago is so high that it almost doesn't matter where it goes, even though I think we all hope and pray that it stays in the city of Chicago.

Steve (25:02.855)
the valuation from a partnership perspective will change at all, frankly. think the excitement around a new stadium in Chicago is so high that it almost doesn't matter where it goes, even though I think we all hope and pray that it stays in the city of Chicago. Clear. You made a point that just I have an obligation to all my friends who may be watching, knowing that I am from New York. You mentioned that we didn't have a stadium in our city.

So since I am from Manhattan, I would agree with you about that. But we have something called the five boroughs of New York City. So we do have Citi Field where the Mets play. We do have the Yankees in the Bronx. But I do get it that our coveted Jets moved out of Queens, went over to, along with the Giants, into Jersey. So we would have loved to seen them come back. And unfortunately, with the 2012 build, you may recall there was an option to build Stadia that would have brought our teams back into town like the Nets.

Meka White Morris (25:38.436)
Yeah. Yeah.

Meka White Morris (25:51.83)
Correct.

Steve (26:01.45)
went over to Barclays Center. Unfortunately, one of the state congressmen by the name Sheldon Silver was the deciding vote that rejected the 2012 opportunity to build stadia in Manhattan proper and other parts of five boroughs. Without question, and I think I was living in New York at the time, and so it would have been, I mean, they had all the infrastructure set on the west side. And it was ready to go. had added the,

Meka White Morris (26:06.774)
Without question, and I think I was living in New York at the time, and so, you know, it would have been, I mean, they had all the infrastructure set, you know, on the west side. And it was ready to go. They had added the subway line. mean, and, you know, it didn't pass, but.

Steve (26:31.529)
the subway line, I mean, and correct. Didn't pass. But again, my point maintains is that even if you think about the Cowboys, the most valuable franchise, they're in Arlington. might be going to Irving. Oh, actually, excuse me. That's Mavericks. The Mavericks are thinking of heading to. Correct. They're not in downtown Dallas and then their training facilities in Frisco and get their valuation maintains. Excellent point. Excellent point. The draw of the NFL. Yes, I think there is.

Meka White Morris (26:34.386)
Again, my point maintains is that even if you think about the Cowboys, the most valuable franchise, they're in Arlington.

Correct. Right. So they're in Arlington and they're not in downtown Dallas and then their training facilities in Frisco and yet their valuation maintains. So I think the draw of the NFL, yes, I think it matters where you're at, but in some cases it doesn't.

Steve (27:00.763)
it matters where you're at, but in some cases it doesn't. I think it's a very legit point. You you made, in watching some of the appearances you've had in some other fora, you said something very interesting to me. talk about it a lot. And you made a very compelling comment, Mika, about the distinction between sports and music, concerts, and other parts of entertainment. You said there's a lot in common.

But there are a lot of distinct differences. You're on an innovation lab, sports innovation lab, interview with Josh Walker. And I thought it was an interesting comment because I share that point of view. I'm actually deferential toward the value of sport having across the board on a bell curve, if you will, far more value in my opinion of the component parts of sport. But I'd be curious from you to understand, and I imagine this will be a multipurpose venue with a lot of other entertainment.

Meka White Morris (27:35.446)
Mm-hmm.

Steve (27:58.589)
What are those commonalities and the distinctions between sport and the other types of sponsorship opportunity? Yeah, so look, it's one of the reason I'm in this business, the business of sports and entertainment, and I do consider myself an entertainment executive because I have worked in music, I've worked in attractions, I've worked in baseball, basketball, football, college sports. I've seen the entertainment dollar flow.

Meka White Morris (28:05.495)
Yeah, so look, it's one of the reason I'm in this business and the business of sports and entertainment and I do consider myself an entertainment executive because I have worked in music, I've worked in attractions, I've worked in baseball, basketball, football, college sports. I've seen the entertainment dot or flow throughout entertainment proper.

Steve (28:27.753)
throughout entertainment proper. And what I'll say in the magic of what I get to wake up and do every day, and it truly is a gift, and I'm lucky, is that there is so much division and divisiveness in the world that we live in. There's so many things that would suggest you and I shouldn't be on this call together for a multitude of reasons to which we haven't explored. Was it my sport jacket, by the way? Would you say? Was it my sport jacket?

Meka White Morris (28:29.834)
And what I'll say in the magic of what I get to wake up and do every day, and it truly is a gift, and I'm lucky, is that there is so much division and divisiveness in the world that we live in. There's so many things that would suggest you and I shouldn't be on this call together for a multitude of reasons to which we haven't explored. But when you and I, what'd you say? It was not the sport jacket. But.

Steve (28:54.043)
It was not. But when you and I go to Chicago Bears game, it doesn't matter. When we go to a Metallica concert or the Eagles or Beyonce, it doesn't matter. We're all fans, cheering, listening, to whatever we happen to be enjoying. And for that two hours or three hours, the differences melt away and the commonalities lift.

Meka White Morris (28:58.374)
When you and I go to Chicago Bears game, it doesn't matter. When we go to a Metallica concert or the Eagles or Beyonce, it doesn't matter. We're all fans, cheering, listening, singing to whatever we happen to be enjoying. And for that two hours or three hours, the differences melt away and the commonalities lift. And there's something so beautiful about that. And it's why there's continual draw.

Steve (29:21.289)
And there's something so beautiful about that. And it's why there's continual draw, even in the worst of times. Sports doesn't suffer because people need to feel connected to something and a shared commitment to something. The difference, however, is there is a innate and inherent sort of divide when it comes to music. Like I like country, you like rock.

Meka White Morris (29:26.705)
even in the worst of times, sports doesn't suffer because people need to feel connected to something and a shared commitment to something. The difference, however, is there is a innate and inherent sort of divide when it comes to music. Like, I like country, you like rock. You like hip hop, I like, you know, heavy metal.

Steve (29:49.895)
you like hip hop, I like heavy metal. And then it genres out and then it creates differentiation. And so if you are Pepsi, is there a propensity to lean into one genre versus another or lean into this kind of music versus that kind of music because I'm trying to drive towards a desired outcome? The answer is naturally going to be yes.

Meka White Morris (29:54.577)
And then it sort of genres out and then it creates differentiation. And so if you are Pepsi, is there a propensity to lean into one genre versus another or lean into this kind of music versus that kind of music because I'm trying to drive towards a desired outcome? The answer is naturally going to be yes. But in sports, if you want to be associated with the Bears, it doesn't matter if we're playing the Eagles or the Cowboys or the Steelers or the...

Steve (30:16.573)
But in sports, if you want to be associated with the Bears, it doesn't matter if we're playing the Eagles or the Cowboys or the Steelers or the Green Bay Packers. You want to be associated with the Bears and that's the sort of differentiating factor. Even when I was in the music business and you're selling to partners and they're like, what's your concert lineup this year? And you're like going through, okay, here's what we're going to have. And they're like, I'm really into these genres, but those really don't fit.

Meka White Morris (30:23.889)
Green Bay Packers, you want to be associated with the Bears. And that's the sort of differentiating factor. Even when I was in the music business and you're selling to partners and they're like, what's your concert lineup this year? And you're like going through, okay, here's what we're going to have. And they're like, I'm really into these genres, but those really don't fit my brand story. And how do you sort of tease it apart? And that becomes the difficulty.

Steve (30:44.849)
my brand story and how do you sort of tease it apart and that becomes the difficult, the difficult.

You know, we were talking off camera and you introduced me to a concept I had not heard of before. It's a gentleman by the name of Will Godara. He took over a business, Eleven Madison Park. It was a struggling two-star restaurant. And 11 years later, it was named the best restaurant in the world. He wrote a book called Unreasonable Hospitality, the remarkable power of giving people more than they expect.

Meka White Morris (31:15.697)
Mm-hmm.

Steve (31:25.777)
And the overarching message from what I've gleaned is that basically we all can become a hospitality business mindset that transforms the relationship we have. It sounds a lot, and you just attended a conference where you heard him speak in New York, and it got you really motivated. And it sounds a lot like under promise or under guarantee, let me rephrase that, under promise, under guarantee, over deliver. So you're gonna just come forth.

Meka White Morris (31:53.132)
Mm-hmm.

Steve (31:55.434)
with a lot more than what someone expected. So from your experience that got you so charged about this concept of unreasonable hospitality, what did that do for you as a leader of a major franchise in sport that you walked away and said, dang, that resonates in a way that I haven't learned before, experienced before in articulating how I can relate to my staff, my community, and obviously my clients?

Meka White Morris (31:58.125)
Mm-hmm.

Meka White Morris (32:18.299)
Yeah.

Meka White Morris (32:22.705)
But what I think he sort of concepted is, and I think the differentiating piece of it is the unreasonable part, right? I think it's something we inherently know, but I don't think it's been unpacked and sort of laid out in such a way that is so digestible and so approachable. And so he took what was an incredible restaurant and took it to number one because

Steve (32:25.065)
he sort of concepted is, and I think the differentiating piece of it is the unreasonable part, right? I think it's something we inherently know, but I don't think it's been unpacked and sort of laid out in such a way that is so digestible and so approachable. And so he took what was an incredible restaurant and took it to number one because he took, and this is a concept I've been leaning into.

Meka White Morris (32:49.098)
He took, and this is concept I've been leaning into for a long time, but he sort of put it on paper. The obstacle is the way. When you talk about hospitality and you talk about bespoke and you talk about unreasonable hospitality, the thing that is the pinch point, the pain point in any business is actually the place that has the biggest opportunity. And what we have to do as leaders, as marketers,

Steve (32:53.491)
for a long time, but he sort of put it on paper. The obstacle is the way. When you talk about hospitality, you talk about bespoke and you talk about unreasonable hospitality, the thing that is the pinch point, the pain point in any business is actually the place that has the biggest opportunity. And what we have to do as leaders, as marketers, we are all in a hospitality business. I'm in hospitality business with my staff.

Meka White Morris (33:17.483)
We are all in the hospitality business. I'm in the hospitality business with my staff. I'm in the hospitality business with my clients and customers. And I always talk about control the controllables. So let's dial that back. I can't control what play called Ben Johnson makes and whether the defense shifts and they sack the quarterback or whether Caleb throws a pass down to Roma on Tuesday and he catches it. I can't control any of that. I can't control whether the Chicago Bears win and loss.

Steve (33:22.505)
I'm in the hospitality business with my clients and customers. And I always talk about control the controllables. So let's dial that back. I can't control what play called Ben Johnson makes and whether the defense shifts and they sack the quarterback or whether Kailin throws a pass down to Roman on Tuesday and he catches it. I can't control any of that. I can't control whether the Chicago Bears win and loss. But what I can do is control how you feel when you come to Chicago Bears game.

Meka White Morris (33:46.356)
But what I can do is control how you feel when you come to a Chicago Bears game. And so that isn't meaning your beer is cold and your hot dog's hot and that you get your ticket and you get to your seat in a timely fashion. That's the little thing that I can do for you that's bespoke that while seemingly is unreasonable, it's a thing that you'll never forget about your experience. And so I'll give you an example from the book.

Steve (33:52.626)
And so that isn't meaning your beer is cold and your hot dog's hot and that you get your ticket and you get to your seat in a timely fashion. That's the little thing that I can do for you that's bespoke that while seemingly is unreasonable, it's a thing that you'll never forget about your experience. And so I'll give you an example from the book. Will talks about, you you have this amazing meal.

Meka White Morris (34:16.382)
Will talks about, you you have this amazing meal and obviously it was one of the best restaurants in the world so it wasn't an inexpensive experience. And the worst part, the most sort of prickly part is when do you drop the check? How do you drop the check? Like, and undoubtedly the meal can be amazing but the moment you drop the check and somebody looks at it, it takes a little bit of the excitement out of the meal away. So what he said is how do we change that? And you know, he's...

Steve (34:20.969)
And obviously it was one of the best restaurants in the world, so it wasn't an inexpensive experience. And the worst part, the most sort of prickly part is when do you drop the check? How do you drop the check? Like, and undoubtedly the meal can be amazing. The moment you drop the check and somebody looks at it, it takes a little bit of the excitement out of the meal. So what he said is how do we change that? And you know, he's, they did a study at Cornell, like diners that give

Meka White Morris (34:45.769)
They did a study at Cornell like diners that give the check, but diners that give the check with the little round mints get a much like a 60 or 40, 60 % higher rate of expectation of quality than those that don't. And it's like a little pinwheel, right? So here's what he did. His servers would go up to the table. They would...

Steve (34:50.217)
the check, the diners that give the check with the little round mints get a much like a 60 or 40, 60 higher of expectation of quality than those that don't. And it's like a little pinwheel, right? So here's B. His servers would go up to the table. They would put a bottle of let's call it a really beautiful bourbon on the table. Let's say it's Pappy Van Winkle. Let's make it up.

Meka White Morris (35:11.881)
Put a bottle of, let's call it a really beautiful bourbon on the table. Let's say it's Pappy Van Winkle. Let's make it up. Put it on the table. Three glasses.

Steve (35:20.145)
23 year family reserve, thank you. Yeah, pours a splash for me and you. And then he says, she says, Steve, Mika, thank you for joining us. Here's a little drink, compliments of us. Here's the bottle. Feel free to have as much as you'd like. Here's the check. Take your time. What it does is makes us feel on rush.

Meka White Morris (35:22.478)
Yeah, pours a splash for me and you. then he and then he says or she says, you know, Steve, Mika, you know, thank you for joining us. Here's a little drink, compliments of us. Here's the bottle. Feel free to have as much as you'd like. Here's the check. Take your time. What it does is makes us feel unrushed. It's so special because you're like they just put out.

Steve (35:49.564)
It's so special because you're like, just put out that. It's unreasonable what they just put out. But it changes my complete mindset about the check, how much it is. Most people never drink the bottle. They barely even drink what was poured. But for the amount of money that for those that one in a thousand that actually drinks the bottle, what you get in return is is

Meka White Morris (35:53.082)
It's unreasonable what they just put out. But it changes my complete mindset about the check, how much it is. Most people never drink the bottle. They barely even drink what was poured. But for the amount of money that for that one in a thousand that actually drinks the bottle, what you get in return is pales in comparison to what you spent giving out the little pour.

Steve (36:17.413)
in comparison to what you spent zooming out the little poor. Mika, just to process, and it's a beautiful story, it resonates deeply. And now I understand, having come back from Cabo, and I imagine have had some pretty good sun and some pretty good cuisine, that when you mentioned you were charged up about this idea, it seems like probably the...

message to us is you really got to know if what you shared is the precision moment of where might be the greatest pain point for the client where there's dissonance after so much goodness. therefore if we can identify as a head of revenue of any franchise, but particularly the Bears, that soon will be a $12 billion valuation. And therefore,

Meka White Morris (37:02.16)
correct.

Steve (37:14.451)
that we know that for our client, that moment in our relationship, and I'm gonna ask you that, might be A, B, or C. So when do those mints or the Papi Van Winkle come out from Mika White Morris and her team to serve to that client? You know, I think it requires you to know your client, right? So for me, it's paying attention to the little things. For example,

Meka White Morris (37:33.688)
You know, I think it requires you to know your client, right? So for me, it's paying attention to the little things. For example, we're about to open a new stadium and the expense around our suites and our products is naturally going to increase. Well, you got to make those increases, you got to make those shifts in the business, but you can't control the outcome on the field. However, if done right, Steve can have an incredible time at the Bears game.

Steve (37:42.756)
We're about to open a new stadium and the expense around our speeds and our products is naturally going to increase. Well, you got to make those increases. You got to those shifts in the business, but you can't control the outcome on the field. However, if done right, Steve can have an incredible time at the Bears game despite what happens on the field. And so for me, part of it is knowing what's going on, paying attention, taking good notes.

Meka White Morris (38:03.353)
despite what happens on the field. so for me, it's part of it is knowing what's going on, paying attention, taking good notes, empowering your people to have the latitude to create unreasonable hospitality. For example, I'll make it up. You show up with someone you love. You happen to mention in the suite that it's his or her birthday. Well, why can't I empower the suite attendant to go down, get a jersey made with

Steve (38:12.169)
empowering your people to have the latitude to create unreasonable hospitality. For example, I'll make it up, you show up with someone you love, you happen to mention in the suite that it's his or her birthday. Well, why can't I empower the suite attendant to go down, get a jersey made with his or her name on the back, show back up to the suite and say on behalf of the Bears, happy birthday. And now it's a couple hundred dollars the jersey costs.

Meka White Morris (38:32.003)
his or her name on the back, show back up to the suite and say, behalf of the Bears, happy birthday. And now it's a couple hundred dollars the jersey costs. You didn't expect it. We didn't know about it. We just learned about it in that moment. But we come back with something that isn't just a gift or a box of chocolates, but it's a bit over the top. I guarantee you and the person you love will never forget your experience at the Chicago Bears and how you speak about the Bears will be.

Steve (38:41.481)
You didn't expect it. didn't know about it. just learned about it in that moment. We come back with something that isn't just a gift or a box of chocolates, but it's it's a bit over the top. I guarantee you and the person you love will never forget your experience at the Chicago Bears and how you speak about the Bears will be that much greater. And it won't even matter whether the team won or lost. Can at the point of renegotiation, which I would call I'm trying to give an analog to your example with Will.

Meka White Morris (38:58.307)
that much greater and it won't even matter whether the team won or lost.

Steve (39:11.357)
his book. Is there anything, would that be a type of unreasonable hospitality when someone is thinking of renewing a contract? There might be an increase in the contract commitment for the next three years. When we think of unreasonable hospitality, is it just a whole lot of creative thinking about how to actually serve that brand in a unique way or is this something we would expect to mirror?

And I can literally bring that jersey to every one of our clients at point of renegotiation and do something that was special. Yep. It's a really interesting question. So Will talks about, he hired what he calls the dream weaver. Somebody whose job it is to create unreasonable hospitality. There you go. It's not unreasonable hospitality if I do it for desired outcome. Meaning your contracts up for renewal.

Meka White Morris (39:45.73)
So what I would, yep, it's a really interesting question. So Will talks about, he hired what he calls the dream weaver. Somebody whose job it is to create unreasonable hospitality. It's not unreasonable hospitality if I do it for a desired outcome, meaning your contract's up for renewal, let me send you a bunch of things to make it feel better when I give you this renewal plus 20%.

Steve (40:08.457)
Let me send you a bunch of things to make it feel better when I give you this renewal plus 20%. It's unreasonable when it isn't expected and I'm not trying to get you to do something for me in return. So the remarkable power of giving. So I just interject one point, the idea of giving more than they expect, but not only more than they expect, but precisely at a point that it wasn't calculated and it looked like a quid pro quo.

Meka White Morris (40:14.675)
It's unreasonable when it isn't expected and I'm not trying to get you to do something for me in return. So it's that I sent you an aniv... Yes.

Steve (40:37.865)
Mika's giving to Pepsi and Pepsi is saying, come on, we've got a deal under negotiation right now. Of course, they're trying to flatter us. So it's a relationship edification that comes in a way that just says, I can't believe you guys just did that. This is memorable. As you said, particularly when we're in sport, this could be on my desk, it could be framed. I'm gonna have it for the rest of my life. My kid might have been over the moon for the storytelling.

Meka White Morris (40:47.019)
Correct.

Meka White Morris (40:55.777)
Okay.

Steve (41:07.165)
The narrative is going to be for the... I met Jackie Robinson when I was eight years old. His grandson was in my camp in Lake class in New York. I have never forgotten that engagement. My father took out his business card. Jackie signed it and I have had that for a long, long time. So your ability to come forth with what seems very organic and considerate, but just didn't think you were going to do it. And you weren't obliged to do it.

Meka White Morris (41:17.056)
That's exactly right.

Meka White Morris (41:37.088)
And it requires you to empower your people to be able to achieve it. Meaning, I can't be everywhere all the time. I can't be in the suite and hear that it's your wedding anniversary. But somebody on my team can. Am I giving them the authority and the power to create an unreasonable moment for you and your loved one? That's part of it. And so what he talks about is...

Steve (41:37.652)
correct and it requires you to empower your people to be able to achieve it. Meaning I can't be everywhere all the time. I can't be in the suite and hear that it's your wedding anniversary. somebody on my team can. Am I giving them the authority and the power to create an unreasonable moment for you and your loved one? That's part of it. And so what he talks about is

Meka White Morris (42:06.163)
The people at the top have all the power, but the people who are doing the jobs have all the information and there is a divide there. So again, for me, as I now peel it back and you think about a new stadium, you think about new partners, you think about new suite holders, you think about, you know, bringing new free agents on staff, like how do you create these seemingly unreasonable moments that make them feel

Steve (42:06.813)
The people at the top have all the power, but the people who are doing the jobs have all the information and there is a divide there. So again, for me, as I now peel it back and you think about a new stadium, you think about new partners, you think about new suite holders, you think about, you know, bringing new free agents on staff. Like how do you create these seemingly unreasonable moments that make them feel

Meka White Morris (42:35.583)
differently about their experience at the Bears that lives with them forever. For example, our fearless leader, Kevin Warren, loves a big fluffy robe. Personally, that's a thing for him. He said, what if we worked with our new partner, Creighton Barrell, and got custom robes for all of the players? Name, the captain's C on it, their number. We don't have to do it, but when they show up on their first day,

Steve (42:36.169)
differently about their experience at the Bears that lives with them forever. For example, our fearless leader Kevin Warren loves a big fluffy robe. Personally, that's a thing for him. He said, what if we worked with our new partner Creighton Barrel and got custom robes for all of the players? Name, the captain's C on it, their number. We don't have to do it, but when they show up on their first day,

Meka White Morris (43:03.368)
There's this beautiful fluffy robe that sits in their locker. It's those things that keep people, it's not my uniform and my shoes and my cleats and the things, it's not necessary, but it's appreciated.

Steve (43:03.965)
There's this beautiful, fluffy robe that sits in their locker. It's those things that keep people, like it's not my uniform and my shoes and my cleats and the things. It's not necessary, but it's appreciated. And coming from an industry where virtually every year people were sending out swag that was your name card holder.

that was an engraved pen with the name of the team on it. And you would get virtually, frankly, the same thing. Or the mouse, remember the old mouse pads? old mouse pad. So I have in our waning moments, and I'm gonna have to have you back. I gotta get a commitment from you. Because there's a whole exciting part of the narrative that I'm fascinated, our viewers are fascinated by, which is one of your expertises and passions, which is...

Meka White Morris (43:41.361)
mouse pads

Steve (44:00.606)
just this meteoric rise of women in sport, of women's sports, of what's happening with minorities throughout the sports world. But are we gonna see the Chicago Bears and you and Kevin announce that we have the first CDO in the NFL or of any major franchise in professional sports at the Chicago Bears? Will there be the

Meka White Morris (44:04.589)
Mm-hmm. Mm-hmm.

Steve (44:29.841)
first ever.

CDO.

Meka White Morris (44:35.813)
CEO of...

Steve (44:36.282)
CEO of CDO.

Chief Dream Weaver officer.

Meka White Morris (44:40.251)
teeth to.

So what I will say is stay tuned. Kevin and I have talked a lot about it. He personally, he does this because it's a part of his DNA. Kevin's somebody who you will go to dinner if he had been on this podcast and you won't even know he's in the restaurant and you won't have a check because he's taking care of it. He's that.

Steve (45:08.441)
and you won't have a check because he's taking care of it. He's that kind of human being in general. So this idea of unreasonable hospitality, this idea of how to be bespoke and specific around players, executives, but most importantly, our guests. They deserve not to just get the pen or the name card or a t-shirt that says theirs, but how do we make it really?

Meka White Morris (45:12.058)
kind of human being in general. So this idea of unreasonable hospitality, idea of how to be bespoke and specific around players, executives, but most importantly, our guests. They deserve not to just get the pen or the name card or a t-shirt that says bears, but how do we make it really personal? How do we know who they are? How do we show up for them differently? Is really, really important to him.

Steve (45:34.794)
personal, how do we know who they are, how do we show up for them differently is really, really important to him. And I think you are going to see some role that's created that lives and breathes a dream weaver as a Chicago Bears. And I think it's going to be a differentiating factor for our franchise because I think sports is all about magic. The reason you go to a sporting event

Meka White Morris (45:41.558)
And I think you are going to see some role that's created that lives and breathes a Dreamweaver at the Chicago Bears. And I think it's going to be a differentiating factor for our franchise because I think sports is all about magic. The reason you go to a sporting event is to see something you've never seen, to see a hat trick, to see a walk off home run, to see a Hail Mary, see, I you,

Steve (46:03.217)
is to see something you've never seen, to see a hat trip, to see a walk-off home run, to see a Hail Mary, to see, we wait on beta breath to see these magical moments, but what we forgot is that we have the power to create them. Mika White-Morris, Executive Vice President of Revenue and Chief Business Officer at the Chicago Bears, what a distinct pleasure to have you on the Transaction Report today.

Meka White Morris (46:11.107)
We wait on bated breath to see these magical moments, but what we've forgotten is that we have the power to create them.

Meka White Morris (46:30.841)
Thank you, Steve. It's been a pleasure.

Steve (46:31.369)
Thank you, Steve. It's been a pleasure. And by the way, all of our viewers out there, I'd be remiss if I didn't say it because I knew the father and unfortunately he left this world way too young at the age of 71. But me and his dad, basketball hall of fame, Boston Celtics during my early years of life and kept playing, you know, consistently through the 70s. One of the greats of greats, I think a seven time.

I think he was an all-star, seven-time all-star, MVP, two-time world champion, and of course a brother who played at the New England Patriots. Really, just want to re-emphasize again, I look forward to doing this with you again. Enjoyed our dialogue. Thank you for educating me about unreasonable hospitality, because we need to deploy, as you said, and the author said, in every organization.

and thoroughly enjoyed that you took this time after coming back from Cabo. I'm sorry I didn't have the pina coladas ready for you but we'll do it together sometime with Kevin and our team and again thoroughly enjoyed having you here today on the Transaction Report. Thank you. Thank you so much. Great. So we're going to just upload your side. Kristin will rejoin. Yeah this is great. We're at 99 % for 10x. I just have to wait until it says 100%. Well thank you Mika. What a pleasure.

Meka White Morris (47:41.985)
Thank you. Thank you so much.

Meka White Morris (47:55.061)
Yeah, it was great. I mean, there were so many things we could have gotten into. didn't dig into some of the sponsorship stuff. I mean, but you know, you can't cover it all. So.

Steve (47:55.177)
was a lot of fun. was great. I mean there were so many things we could have gotten into. didn't dig into some of the sponsorship stuff. mean, but you know, you can't cover it all. You know what? What I think people want is they want multiple layers on the trip.