Jenny Haskel is a former Division One soccer player at Northwestern University whose lifelong commitment to athletics informs her professional approach and growth mindset. 

Currently Jenny is the Knowledge and Insights Lead at Deloitte Sports Business group. In her role she works with investors, governing bodies, national associations, clubs and other sports organizations around the globe driving valuable and actionable insights. 

Prior to her role at Deloitte Jenny was at Morgan Stanley where she led marketing and communication for a Wealth Management team leading their financial planning efforts. She also drove marketing for Morgan Stanley's Global Sports and Entertainment division, leveraging her deep industry relationships.

Previously, Jenny gained valuable experience at the Chicago Bulls (NBA) and Chicago Fire (MLS), managing comprehensive marketing strategies, digital content, and fan engagement initiatives. 

Jenny did her undergraduate work at Northwestern where she has degrees in Economics and Journalism. 

Jenny Haskel

Lindsay Barnett founded Playground Productions after she spent close to a decade teaching second grade in a Chicago Public School in addition to manufacturing educational products. She gained national attention, as a semi-finalist on Live with Kelly and Ryan’s Top Teacher Search. Now, she has curated a slate of IP in the children's space and collaborates directly with authors and writers to ensure that Playground’s content will make families proud and kids love learning.

Lindsay received her Bachelor of Science in Communications: Radio, Television, and Film as well as an Interactive Arts and Entertainment Module from Northwestern University. She then earned her Master of Science in Education in Elementary Teaching at Northwestern.

Lindsay Barnett

Mike Walsh is the Senior Director of NIL Partnerships and Strategy at ONIT Athlete, a leading company reshaping the NIL landscape through innovative partnerships and collectible trading cards. 

Mike brings a wealth of experience, having spent over a decade in collegiate athletics, notably at Boise State, where he was instrumental in building one of the nation's most successful NIL programs.

Mike's journey into sports began with a passion for journalism, evolving into leadership roles across sports information, media relations, and strategic communications at institutions like Washington State, University of Idaho, and Boise State. 

Mike has a bachelor’s degree in communication and journalism from Washington State University and a master’s degree in education, curriculum, and instruction from Boise State University. 

Mike Walsh

Nick Bernabe is the Assistant General Manager with the Gwinnett Stripers, the AAA affiliate of the Atlanta Braves. 

Nick’s path through baseball has been nothing short of fascinating—from his beginnings with the Arizona Fall League, described as one of baseball’s best-kept secrets, through impactful experiences internationally in the Dominican Republic, and roles with prestigious organizations including Major League Baseball, the Minnesota Twins’ AA affiliate in Wichita, and overseeing operations with both the St. Louis Cardinals and Miami Marlins organizations. 

Nick has a bachelor's degree in international business from Eckerd College and a master's of sports administration from Northwestern University. 

Nick Bernabe

Kern Egan is the founder and CEO of Multiplier, an agency that shapes culture to build brands.
Multiplier manages the cultural marketing initiatives for a roster of world-class brands, including Bridgestone, Caterpillar, Chase Sapphire, Invisalign, JP Morgan Payments, On Running, PitchBook, Winnebago, and Wyndham Hotels, among others.

Multiplier Ventures is a limited partner in Sapphire Sport Ventures and Elysian Park Golf Ventures and has made direct investments in Leeds United, Overtime, and TMRW Sports, among others.
Kern is an advisor for Cal-Berkeley's SkyDeck technology accelerator and is the founder and chairman of Dallas Influencers in Sports and Entertainment (DISE), the area's leading industry nonprofit, granting over $1,000,000 to 46 local youth charities. He is also the former Chairman of the Heart of Dallas Bowl at the historic Cotton Bowl Stadium and served on the North Texas Super Bowl XLV Host Committee.

Kern, a graduate of Indiana University, was named a Forty Under 40 honoree by both the SportsBusiness Journal and Dallas Business Journal.

Kern Egan

Back for a second time, Katie Krall is an adjunct lecturer at Northwestern in the Master’s of Sports Administration Program teaching “Sports Business: Finance, Accounting, and Economics,” “Sports Organizations: Leadership Theory and Application,” and “Sports Performance and Front Office Operations” and at Medill where she teaches “Sports Marketing.”

Katie was previously  the Senior Product Manager of Global Baseball Strategy at Hawk-Eye Innovations, a division of Sony Sports Business where she spearheaded development of new products that leveraged biomechanics, player tracking, bat, and ball flight data.

Krall spent 2022 as a Development Coach with the Boston Red Sox where she oversaw pitch design, advance scouting and integrating data into player plans. She also was part of the Global Strategy team at Google focusing on Google Workspace after two seasons with the Cincinnati Reds as a Baseball Operations Analyst, a position that combined the worlds of roster construction, analytics, and scouting.

After receiving her undergraduate degree at Northwestern, Katie worked for a year and a half at Major League Baseball in the Commissioner’s Office in New York City as a League Economics & Operations Coordinator. At MLB, Krall advised Clubs on 40-man roster management, MLB rules and compliance, major league administration, and salary arbitration. 

In addition to her academic work at Northwestern Katie received her MBA from the University of Chicago’s Booth School of Business.

Katie Krall

Luka Dukich is the Vice President of Content for the Chicago Bulls, where he leads the teams responsible for content strategy, creation, and distribution - including video, design, social media, international content and digital partnerships. With more than 45 million fans across social platforms, the Bulls are one of the most followed sports teams in the U.S., and Luka’s team plays a central role in storytelling and building the team’s brand with this global audience. 

Recent wins include: Sports Business Journal’s “Best in Sports Social Media” Nominee (2025)- Hashtag Sports “Most Creative Partnership” Award Winner (2023)- Brand Innovators Midwest 40 under 40 (2018)- Sports Business Journal’s “Best in Sports Social Media” Award Winner (2017).

During his tenure with the Bulls, Luka also spent two seasons (2021-22) in a consulting role with the Chicago White Sox, helping to build out their digital content team and overall content strategy. Prior to his time at the Bulls, Luka also spent five years working in public relations and sports marketing at United Entertainment Group, a DJE Company. 

Luka graduated from Valparaiso University, earning a bachelor’s degree in public relations & business administration. Born in Belgrade, Serbia, Luka now resides in the Chicago suburbs with his wife and son. He loves reading, movies, and sports, with a particular passion for basketball, boxing, and soccer.

Luka Dukich

Katie Morgan is the Vice President of Business Analytics and Ticket Strategy for the Texas Rangers. Katie has held various positions beginning as an Inside Sales Representative, transitioning in the CRM & Database Manager, and now as the Vice President of Business Analytics and Ticket Strategy. 

Prior to her time with the Rangers, she played college basketball and spent a year coaching. Katie loves working for a baseball team and enjoys using analytics to help bring the experience of a Rangers game to fans throughout the area.

Katie Morgan

On this episode of the Revenue Above Replacement Podcast, Adam and Brice take a break from the great guests and dive deep into Adam’s newest venture, ROAR (Revenue Over and Above Replacement). Built from insights gained through his past experiences at Block Six Analytics and Excel Sports Management, Adam shares his innovative approach to breaking down industry silos across technology, advisory services, and sales within sports business. The discussion explores the critical role of fan engagement, leveraging AI and data analytics to create meaningful connections and drive revenue, and reveals strategies to maximize partnership value.

Brice and Adam also discuss the realities and challenges of entrepreneurship, sharing personal stories about the excitement and anxieties of building businesses from the ground up. The episode further touches on emerging industry trends, such as sports-anchored mixed-use developments, media rights monetization amidst fragmented viewership, and the impactful integration of artificial intelligence and agents in the fan experience.

Listeners will gain actionable insights into the rapidly evolving landscape of sports business, partnership valuation, and innovative strategies to navigate technological disruption effectively.


Adam and Brice

Keith Friedenberg serves as Chief Analytics & Insights Officer of Endeavor Group Holdings, Inc. which owns and operates Ultimate Fighting Championship (UFC), World Wrestling Entertainment (WWE), William Morris Endeavor (WME), IMG, 160over90, On Location, and OpenBet/IMG Arena.

Keith is founder of Endeavor Analytics, LLC, a global knowledge and insights company that provides strategic consulting, media intelligence, valuation services, and consumer insights. Endeavor Analytics boasts a global team of 80 who leverage AI & machine learning and third-party data providers to inform decision-making across media & sports properties, talent & athletes, and Fortune 500 brands.

Prior to joining Endeavor in 2008, Friedenberg spent eleven years with Warner Bros. Media Research & Insights, where he supervised consumer, media and brand research operations for divisions including domestic television distribution, gaming, consumer products and emerging technology.

Keith is an alumnus of the Marshall School of Business, University of Southern California.


Keith Friedenberg

Northwestern's Master of Arts in Sports Administration (MSA) program is pleased to host the Revenue Above Replacement (RAR) podcast. MSA faculty members Adam Grossman and Brice Clinton will interview sports industry leaders weekly on a wide range of topics including business, economics, marketing, branding, media, sponsorship, events, and public policy. The podcast will also be directly integrated into the MSA curriculum with students taking MSA 401-0: Sports Research Methods and Quantitative Analysis creating a production plan that includes an episode’s guest, questions, audience and timing as part of a group assignment for the course.

Keith Friedenberg

Revenue Above Replacement

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