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Volume 23 No. 18
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N.Y. Giants tap Scibetti for new role

The former KORE Software CMO will be the team’s first head of business intelligence and analytics

The New York Giants have hired KORE Software’s Russell Scibetti as their first business intelligence and analytics executive, giving him a broad remit that includes non-football business lines for the traditionally staid franchise.

Scibetti, who has advised dozens of pro teams on database-driven marketing as the CMO at KORE, will join the Giants as vice president of strategy and business intelligence and report to Chief Commercial Officer Pete Guelli. Guelli, the former chief operating officer for the Charlotte Hornets, was hired by owners John Mara and Steve Tisch in April to modernize the Giants’ business side.

Russell Scibetti also worked for the Jets.
Photo: scott aller / kore
Russell Scibetti also worked for the Jets.
Photo: scott aller / kore
Russell Scibetti also worked for the Jets.
Photo: scott aller / kore

“To me this is a critical first step in the evolution, and putting ourselves in the position to harness big data to drive our business decisions,” Guelli said.

Despite their on-field woes of the past three years, the Giants remain in the top quarter of the league in attendance, have won two Super Bowls in the past 12 seasons and play in the country’s largest market. Until now, the club has done little to formalize its approach to data even as other NFL clubs staff up those divisions. That adds up to extraordinary upside, Scibetti said.

“The opportunity is huge,” Scibetti said. “It’s one of the biggest brands in sports already, so to be making the investment in building out business intelligence and really investing in data and technology, and everything you can do with it, there isn’t a club that has more potential.”

To start, Scibetti will evaluate the club’s technology, staff and budgetary needs. He will be given the authority and money to hire a team. Early projects will likely revolve around customer insights, but Guelli said Scibetti’s division will be expected to influence every part of the Giants’ operations — and create new ones.

“When you’re fortunate enough to have the brand equity we have, in the market we have, at some point we need to start looking at other verticals,” Guelli said. “And Russell can help us analyze the other verticals we want to get into.”

A New York native, Scibetti served as director of relationship and database marketing for the Jets from 2009 to 2014 before joining KORE, where he founded its sports and entertainment consulting division. Guelli said Scibetti’s broad experience made him stand out from other candidates.

Executives at NFL headquarters assisted in the Giants’ search, including Bobby Gallo, senior vice president of club business development, and Iwao Fusillo, senior vice president of data, analytics and insights.