Podcast Summary

Podcast: The Breakfast Club
Host: iHeartPodcasts
Episode: The Latest: Digital Transformation in Sports | A Conversation With Melissa Proctor
Date: December 4, 2025

Episode Overview

This episode of "The Latest with Lauren LaRosa" (within The Breakfast Club show) spotlights the digital transformation in the sports industry, centering on an engaging conversation with Melissa Proctor, Chief Marketing Officer of the Atlanta Hawks and State Farm Arena. Recorded live at the HOPE Global Forums in Atlanta, the discussion centers around innovation in sports, technology adoption, community impact, and authentic leadership as a Black woman executive.

Key Discussion Points & Insights

1. Setting the Stage: The Power of Forums & Representation

• Lauren LaRosa recaps her experience at the HOPE Global Forums—a gathering of top minds across sports, business, and tech, emphasizing its value for networking and transformative conversations. (03:11–04:48)
• She highlights meeting influential figures like Byron Allen and sports team owners speaking on the importance of AI, reflecting on her own people-centric approach versus rapid tech adoption.

Quote:
"I'm such a people person. Like, I like to actually talk to people, interact with people, see facial expressions and body language and feeling and express emotion. And AI just doesn't do that for me."
— Lauren LaRosa (04:26)

• Lauren introduces Melissa Proctor as a “goal” figure: “She is out here running it up… making real impact. She is the chief marketing officer of the Atlanta Hawks… and she is a Black woman who understands culture, people, but also impact.” (04:49–06:15)

2. Community Engagement & Elevating Visibility

• Melissa discusses her journey from Miami to Atlanta and stresses the importance of representation in leadership roles. (06:22)

Quote:
"You can't be what you can't see is really important. I didn't know there was anyone who looked like me that was a CMO of an NBA team... Now that I'm in this position, I'm always trying to give opportunities and help."
— Melissa Proctor (06:36–06:46)

• Community outreach initiatives are central, like the "Lift as we fly" City Edition campaign, where each day at 4:04 pm a local small business is spotlighted via massive digital billboards at the arena.

Quote:
"It wasn't just about selling jerseys... it was really around how do we look at that and see the idea of future-proofing... Sports community for us has been one of the most important things..."
— Melissa Proctor (07:34–07:59)

Timestamp: 06:22–08:12

3. Digital Transformation: Front & Back End

• Melissa details the Hawks’ approach to digital innovation, led by Chief Technology and Innovation Officer Kim Romito. The organizational focus is on leveraging data and analytics, not just for fans but internally to optimize business efficiency and audience understanding. (08:12–09:09)

• AI is being explored to predict fan behaviors, while digital and social media strategies are credited for their cultural relevance.

Quote:
"We're looking at AI in a lot of really interesting ways. How can we predict behaviors for our fans in the future?"
— Melissa Proctor (08:20)

• Diversity and inclusion remain a guiding principle, informing both content and technology adoption.

Timestamp: 08:12–09:33

4. Next-Gen Fan Engagement & In-Person Experience

• Addressing the challenge of ticket sales in the digital/streaming era, Melissa emphasizes that the Atlanta Hawks are creating compelling in-arena experiences.
• Initiatives include themed nights, community-focused events like HBCU Night, and even honoring cultural icons like Outkast.

Quote:
"When I come to Atlanta, it's a party. We really want to look at how do we make this the most Atlanta experience ever?"
— Melissa Proctor (11:08)

• The aim: make being at a game “a great night out”—with top-tier entertainment, food, and local flavor.

Timestamp: 09:33–11:11

5. Athletes as Media Personalities—Benefits & Challenges

• Lauren brings up the shift where athletes leverage their own platforms (podcasts, social media), affecting team branding and public relations. (16:18)

• Melissa notes the importance of high-character players but recognizes the challenges, citing the positives during COVID-19 and the summer of 2020, when social action aligned with organizational values.

• The Hawks’ own podcast with DC Young Fly ("Hawks AF") illustrates how authentic voices can become valuable marketing assets, though they require careful navigation.

Quote:
"Sometimes he gets really passionate and we're like, okay, D.C. okay, that's great. But... we're together in this, so we're doing our thing..."
— Melissa Proctor (17:43)

• Enabling player voices and community involvement is key; the Hawks amplify player-driven initiatives through their own channels.

Timestamp: 16:18–18:06

6. Looking Forward: AI, Streaming, and the Shifting Fan Journey

• Melissa outlines key problems facing sports branding: adapting to evolving technology, especially AI and new consumption patterns like chatbots and streaming platforms.

Quote:
"Now no one is looking at a homepage. You're going to, you know, your chat bot or whatever you name it, is telling you exactly where to go, what to buy, and so needing to make sure that we are ahead of the curve in that way."
— Melissa Proctor (19:08–19:19)

• Keeping the Hawks top-of-mind for digital natives is an ongoing challenge—with strategies focused on discoverability and seamless ticket purchasing.

Timestamp: 18:51–19:49

7. Work-Life Harmony, Not Balance

• Lauren asks what keeps Melissa up at night—both professionally and personally.
• Melissa candidly talks about balancing her high-powered role with motherhood, especially keeping up with generational shifts and technology via her 11-year-old daughter.

Quote:
"She's the thing that's keeping me up most at night, wanting to make sure that I can do a good job, but also be able to balance and find harmony..."
— Melissa Proctor (20:01)

• She advocates for wellness and mental health within her team, underscoring that “there’s never balance, but… you can find harmony.”

Timestamp: 19:49–21:10

Notable Quotes & Moments

• On Impact:
  "For us, it was connected to everything... It was really around how do we look at that and see the idea of future-proofing?" — Melissa Proctor (07:34–07:59)

• On Technology:
  "How do we look at all of our data and our analytics... through one pane of glass where ultimately everyone can understand and see… in order to make our business better?" — Melissa Proctor (08:20–08:31)

• On Community:
  "If you're even curious of, hey, what's the best event happening in Atlanta today? It's a Hawks game. Here's a link to buy the ticket." — Melissa Proctor (19:15)

• On Leadership:
  "There's never balance, but I believe you can find harmony... At some point you got to work really hard and at some points you got to live." — Melissa Proctor (20:44–20:54)

Timestamps of Key Segments

• 03:11 — Introduction to HOPE Global Forums & Spotlight on Melissa Proctor
• 06:22 — Melissa Discusses Community Initiatives
• 08:12 — Digital Transformation & Data in Sports
• 09:33 — Strategies for In-Person Fan Engagement
• 16:18 — The Rise of Athletes as Influencers
• 18:51 — Challenges in Sports Branding: AI & Changing Tech
• 20:01 — Work-Life Harmony & Executive Parenting

Tone & Language

• The conversation is candid, upbeat, and inspirational, with both Lauren and Melissa speaking authentically about meaningful work, technology shifts, and the continuous journey to create impact both within the organization and for the broader community.

Conclusion

Melissa Proctor’s insights provide a masterclass in integrating technology, culture, and authenticity within the sports world. Her strategic vision, rooted in community, diversity, and digital innovation, illustrates how the Atlanta Hawks are future-proofing both their brand and the spectator experience—while never losing sight of the human element. Lauren’s questions create an accessible, relatable discussion, highlighting the ongoing transformation of sports and entertainment for digital-first generations.