Ed Policy, Green Bay Packers: How tech is changing the game

Key Concepts

• Green Bay Packers' Purpose: Win football games, keep the Packers in Green Bay, and strengthen the community.
• Community Ownership: The Packers are a unique, publicly owned professional sports franchise with over 500,000 shareholders whose stock has no economic value but represents pride and support.
• Titletown: A mixed-use development adjacent to Lambeau Field, designed to provide social and economic amenities to attract and retain young, talented individuals.
• Titletown Tech: A venture fund and innovation hub focused on supporting startups and bringing technology to local manufacturers, with a significant presence in Green Bay and Milwaukee.
• NFL Technology Evolution: The integration of technology in the NFL, from player health and safety to sideline operations and fan experience.
• AI and Healthcare Technology: The application of artificial intelligence and advanced imaging in sports medicine and broader healthcare solutions.

Purpose and Vision of the Green Bay Packers

Ed Policy, President and CEO of the Green Bay Packers, outlines the core purpose of the organization, distilled into three key objectives: win football games, keep the Packers in Green Bay, and strengthen our community. This purpose serves as the lens through which all decisions are made. Policy emphasizes that this mission was developed through extensive discussions with his predecessor, Mark Murphy, and senior staff, aiming to provide a clear direction for the franchise.

Background and Leadership Lessons

Policy's upbringing in a football family in Youngstown, Ohio, significantly shaped his perspective. His father, Carmen Policy, a trial attorney who later worked with the San Francisco 49ers and Cleveland Browns for over 30 years, instilled fundamental leadership lessons. A key takeaway, learned at the dinner table, is the importance of treating everyone with the same level of respect, from the popcorn vendor to the commissioner, and demanding the same from them. This principle is seen as reflective of the community-oriented culture in Green Bay.

The Unique Community Ownership Model

The Green Bay Packers are distinguished as a community-owned, professional sports franchise, a model Policy describes as "one of one" globally. The team is owned by over half a million shareholders who hold more than five million shares. Crucially, these stock certificates hold no economic value; they cannot be sold or traded, and transfers are restricted to immediate family members with organizational permission.

Historically, this ownership structure presented a competitive disadvantage when teams struggled financially, requiring the organization to raise funds by issuing more shares to a supportive public. However, Policy now views it as a competitive advantage in the modern era, allowing for professional management to operate without the direct influence of a single owner or their family. This structure ensures decisions are made with the primary goals of winning on the field and maintaining the Packers' role as a source of pride and an economic engine for Green Bay and Wisconsin.

Titletown: A Vision for Community and Economy

The development of Titletown, located across from Lambeau Field, exemplifies the Packers' commitment to strengthening the community. Policy recounts commissioning an economic study in 2012 by Dr. Rosentraub from the University of Michigan, which revealed that while the Green Bay economy had weathered the Great Recession well, a concerning trend of young, talented individuals leaving the region was identified. The study concluded that the Packers, with newly acquired real estate assets, could play a role in reversing this trend.

Titletown was conceived as a collection of social and economic amenities to attract and retain young talent. The social aspects include recreational facilities like an ice skating rink, brewery, hotel, and sledding hill, alongside year-round programming. The economic component, however, was more challenging and led to the development of Titletown Ventures.

Titletown Tech: Fostering Innovation and Economic Growth

Titletown Ventures evolved into Titletown Tech, a venture fund and innovation lab. This initiative, a partnership with Microsoft, aims to support startups and accelerate economic growth. The initial fund was $25 million, with the Packers and Microsoft each contributing $5 million. The second fund has grown to $95 million under management, supporting over 35 portfolio companies. A significant success of Titletown Tech is its ability to attract companies and families to relocate to Green Bay.

A key aspect of the Titletown Tech vision, sketched out on a whiteboard, was not only to help startups grow but also to bring technology to local manufacturers. An example cited is Wiscon Products in Racine, which is utilizing AI through the AI Co-Innovation Lab in Milwaukee to transform its manufacturing processes. This initiative is seen as a catalyst for economic change in northeastern Wisconsin, a region with strong healthcare expertise, which also aligns with the technological advancements in sports medicine.

Technology's Transformative Role in the NFL

Policy discusses the profound impact of technology on professional football. A primary focus has been player health and safety, with advancements in helmet technology significantly reducing concussions and improving detection. The Microsoft Surface tablet has become an integral part of NFL sidelines, replacing chalkboards and enabling coaches to review multiple camera angles of plays in real-time, with annotations from upstairs. This allows for immediate feedback and strategic adjustments.

Policy humorously notes the need for "linebacker-proof tablets" due to passionate players sometimes reacting forcefully to the devices. The partnership with Microsoft has yielded valuable insights, extending beyond sideline operations to player training, diet, and injury prediction.

Innovations in Sports Medicine and Operations

Specific technological advancements highlighted include:

• Springbok: A company developed at Titletown Tech that transforms 2D MRIs into 3D images, aiding trainers and doctors in predicting player fatigue and preventing injuries, particularly to quads and hamstrings.
• Croux: Another Titletown Tech company used for staffing optimization for game-day operations, ensuring adequate personnel for concessions and other services.

The Future of Technology in Football

Looking ahead, Policy anticipates continued advancements in the viewing experience, both at home and in stadiums, potentially including holographic displays. However, he believes that human judgment will remain crucial in areas like play-calling, due to the emotional and strategic nuances of the game.

A notable technological shift discussed is the digital measurement of first downs, replacing the traditional ten-yard chain and two officials. While acknowledging the efficiency, Policy expresses a personal, romanticized nostalgia for the older method. He reiterates that the most exciting technological advancements are those that enhance player health and safety, predicting and preventing injuries.

The impact of technology on officiating is also significant, as enhanced viewing capabilities allow fans to scrutinize calls, forcing officials to maintain a higher standard.

Conclusion: A Synergistic Future

The conversation concludes by emphasizing the synergistic relationship between the Packers' vision, Titletown Tech's innovation, and the region's strengths, particularly in healthcare. The potential for technology to revolutionize patient experiences, especially in rural communities through remote consultations, is highlighted. Policy expresses gratitude for the partnership with Microsoft and the progress made in transforming vision into reality with Titletown and Titletown Tech, expressing hope for another Super Bowl run for the Green Bay Packers.