Noah Syken, Vice President of Sports and Entertainment Partnerships at IBM (NYSE: IBM), gave us an exclusive peek behind the curtain of IBM’s Command at the Billie Jean King USTA National Tennis Center at this year’s US Open. Noah shared how technology and A.I. are transforming the way sports events are controlled, conducted, and consumed. Noah’s own career parallels the growth of cutting-edge creative tech to enhance the fan experience, from courtside in Queens to the fairways of Augusta.

Inside the ICE House: https://www.theice.com/insights/conversations/inside-the-ice-house