Charlie Kurian [#88]: How the Spurs Are Using AI for Value Capture AND Value Creation...

On today’s episode, I’m joined by Charlie Kurian, Director of Innovation and Strategy at the San Antonio Spurs.

Charlie has had a non-traditional path into professional sport, with experience spanning Big Tech, startups and venture capital. Prior to joining the Spurs, he served as Investor and Chief of Staff at Soma Capital, a $412M venture fund that was an early investor in companies including Deel, Rippling and Ramp.

In this conversation, we explore how lessons from these areas, particularly venture, can be applied inside a sports organisation. We also discuss the Spurs’ AI adoption journey, their leadership guide with OpenAI, surprising internal use cases, and the launch of Spurs AI Studio, whose first activation delivered an AI-generated tunnel walk experience for Michelob Ultra.

Finally, we explore how AI is changing partner expectations and where the next wave of opportunity may emerge for sports organisations.

Timestamps

• 02:00 - Charlie’s Non-Linear Career Path

• 06:00 - Spurs Strategy & Innovation Role

• 10:00 - Translating Trends into Value

• 15:00 - OpenAI Partnership & Adoption Playbook

• 21:00 - Surprising Internal AI Use Cases

• 24:00 - Spurs AI Studio Revenue Creation

• 30:00 - Licensing and Partner Expectations Shift

• 33:30 - Build vs Buy and Startup Collaboration

About The Host

Andy Marstonis the founder of Sports Pundit, a community and media platform for sports and technology executives. Through a weekly newsletter, podcast network, lively group chat, and regular social events, he shares industry analysis and connects leaders across the sector. Alongside Sports Pundit, Andy leads Corporate Venture at athlete-backed venture firm, The Players Fund, where he works with high-profile sports IP such as Como 1907 to design venture strategies and drive innovation initiatives.