Under the direction of Chief Data & Analytics Officer Iwao Fusillo, the New York Jets have made artificial intelligence a cornerstone of their front‑office strategy. Fusillo says the organization is moving through three distinct phases, beginning with simple adoption and progressing toward full workflow automation.
AI in Action Across Sponsorship, Finance and Player Evaluation
The technology is already being applied to sponsor prospecting research, reconciling revenue streams and structuring data gathered from player evaluations. Fusillo notes that these applications are expected to deliver double‑digit improvements in both revenue and productivity.
Fusillo’s own background reflects a blend of sports and corporate analytics. Before joining the Jets he held senior data roles at PepsiCo, General Motors, the NFL and American Express, giving him a perspective that bridges commercial analytics with the unique demands of professional football.
To embed the new mindset, Fusillo conducted a listening tour in the team’s cafeteria, speaking directly with employees about their workflows and expectations. The dialogue helped surface dozens of ideas for AI deployment, a process amplified by workshops with Next League.
The collaboration with Next League has produced more than 60 concrete concepts for AI use on the business side and an equal number on the football side. Shripal Shah illustrated the power of these sessions by using sponsorship prospecting as a concrete example to spark productive AI conversations.
With 91% of the front office now relying on Microsoft Copilot each day, the Jets are betting that AI will not only streamline routine tasks but also unlock new revenue streams and deeper insights into player performance. The initiative reflects a broader trend of sports franchises turning to advanced analytics to stay competitive.