Cisco Joins the Home Team: Q&A with John Chambers and Lew Wolff

On Tuesday, November 14, 2006, Cisco and the Oakland Athletics announced a 30-year strategic business agreement to build the world's most technologically advanced, privately-funded baseball stadium in Fremont, Calif., solidifying the long-term future of the A's in the Bay Area. News@Cisco spoke with John Chambers, President and CEO of Cisco, and Lew Wolff, Co-owner/Managing Partner of Oakland Athletics, about details surrounding this business partnership—and some of the plans for the new Cisco Field.

What is the significance of the Cisco and Oakland Athletics partnership?

John Chambers: Our partnership with the Athletics organization is multi-faceted, covering technology, marketing, sponsorship, and media. As part of the agreement, we are selling a parcel of land in Fremont, CA to the A's for the site of their new baseball park and village. We are also the official technology partner for the A's, so we'll be helping to put our technology to work in their business operations and within the ballpark to create the "ballpark of the future."

But I think perhaps the most significant aspect of this partnership is the opportunity to join a winning team and the ability to help shape the future of major league baseball in the Bay Area through this partnership. We want to ensure the A's continue to call the Bay Area home. By partnering with the A's, this will become a reality.

Lew Wolff: This partnership is a unique opportunity for the A's and Cisco to further identify their brands within the Silicon Valley to unprecedented levels. We (the A's) will be able to significantly expand our market place while giving our fans a unique experience—at what promises to be one of the most exciting venues in the country. The proximity of Cisco Field to the Silicon Valley gives us the opportunity to position our club as a major market franchise. The partnership will also increase our exposure significantly in the Far East.

What does Cisco hope to get out of the partnership with the Oakland Athletics?

John Chambers: Our partnership with the A's on this new baseball park allows Cisco to utilize our technology to help create a unique experience for fans—and a way to connect communities. This aligns perfectly with our corporate vision as a company. We believe Cisco Field will be the most technologically advanced ballpark in the world—from ticketing to ballpark operations to multi-media innovations.

The partnership also allows Cisco to utilize these state-of-the-art facilities and create a special customer solutions center to showcase networking technology in the sports industry, as well as to showcase our technology for corporate and customer events. Beyond that, we understand the importance of brand awareness and the value of having the Cisco name associated with the A's organization. The media potential of millions of impressions annually, with business and consumer decision-makers, is immeasurable to us.

Lew, how will technology change the way fans experience baseball and the A's do business?

Lew Wolff: We've brainstormed some 60 different and intriguing ideas that will undoubtedly make Cisco Field the most technologically advanced stadium in the country. It will be an ever-evolving process, as technology changes everyday. I'm intrigued about the possibility of fans being able to view their seats and purchase their tickets via their cell phones.

What impact will this partnership have on the local community?

John Chambers: We are truly excited about what this partnership means for the community. Cisco believes that the Bay Area deserves to be a major league community and we are proud to have played a role in keeping the A's local. The A's have been part of the Bay Area landscape since 1968—and the move to Fremont keeps the tradition going.

Lew Wolff: The A's and Cisco also share similar philanthropic philosophies, and our partnership will have a long-term and wide-reaching impact on our community endeavors. The sum of the parts will be greater than any individual endeavor.

What Cisco technology will be deployed?

John Chambers: The specific technologies that will be deployed in the ballpark are still to be determined. However, the ballpark will certainly have a fully converged-IP network and Cisco's technology will be used to enhance every facet of the stadium, from ticketing and concessions to building management and game day operations. The great part of this is that since Cisco Field will be a stadium of the future, going forward, we can use our creative and innovative engineers at Cisco to help build the applications that will impact fan enjoyment. The first pitch will not be for several years, so we have some time to work on this and be creative. It will be a fun and fulfilling project.

With Cisco involved in this project, there is an expectation that the village adjacent to the stadium will have the most cutting-edge technology. How will this impact the future of athletic stadiums?

John Chambers: Today's consumers are embracing technology in their work and home environments, more now than ever before, and we believe that technology can have a major impact on the fan experience at ballparks as well. Today, there is a certain expectation from fans that new athletic facilities have cutting-edge technology. Cisco and the A's will be setting new standards in terms of the field and the surrounding village. For example, we are seeing incredible innovations in digital media and video technology including my favorite technology, Telepresence. We can leverage both entertainment and sports to showcase the value of the network to enhance the fan experience.

The village will provide a range of services and attractions for the community—retail, dining, shopping, and residential. We will be very involved in the building process, ensuring technology is embedded in all design aspects of the ballpark and the surrounding community facilities. It's going to be a whole new era in athletic facilities and we're really proud to be a part of it!

Lew Wolff: From the time our fans park their car to when they exit the ballpark, technology will play a major role in how we deliver the best possible experience to our fans. Our efforts in this matter will be evident in such areas as stadium entertainment, customer accommodations, and ticketing, to name a few. Cisco Field will undoubtedly set the standard in how technology can enhance the fan experience, along with the business operations of a sports franchise.