MICHAEL A. MORRIS ADVISORY LLC

Michael A. Morris Advisory LLC provides strategic investment, technology and business advisory services with more than 25 years of technology transformation, innovation and business management experience, primarily in Sports, Media and Entertainment.  He launched the company to provide authentic, practically implemented advice, counsel and ideas to companies operating in or inspired to serve the Sports, Media, Entertainment and Technology sectors. Mike aims to operate as a trusted business advisor to investors, leaders and business owners who value and can utilize his deep and unique experience, relationships, business acumen and energy to drive improved business performance, opportunities and outcomes.

Previously, Michael served as Chief Information Officer of Legends Hospitality, a premium experiences company founded by the New York Yankees and the Dallas Cowboys that delivers a broad array of services to Sports and Entertainment organizations and venues, across the globe. In that role, Michael was a member of the executive management team and was responsible for all aspects of Legend’s Information Technology strategy, delivery and support across its six business verticals. As Legends first CIO, Michael was responsible for identifying, operating, and scaling business and technology solutions to enable growth, efficiency and service differentiation. Key technologies and areas of focus included Point- of-Sale, eCommerce, Experiential Technologies, Marketing Automation, CRM, Ticketing, Analytics, electronic payments and other technologies meant to secure and enable operations and positively impact revenue and the Fan Experience. Also responsible for the Analytics and Innovation, Michael is credited with transforming the Analytics function and creating the Legends’ Incubator Program, a formal set of processes and Innovation Program that Legends utilizes as its primary vehicle to identify, vet, leverage and invest in new technology and business innovation across their business platform.

Additionally, Michael was the founding CEO of Edge Experiential, a company formed via joint venture between Legends Hospitality and Productive Edge to provide business to business experiential technology products and services (AR/VR, Interactive Kiosks, Mobile Development, etc.) to the Sports, Media, Entertainment, and Hospitality markets. Among its creative successes, Edge Experiential completed projects for Major League Soccer, CEB Tower, The One World Observatory, and SoFi Stadium.

Prior to joining Legends, Mike served as Senior Vice President and Chief Technology Officer for Major League Baseball where he spent more than 14 years in various technology management roles within the Office of the Commissioner of Baseball. At MLB, Mike led a significant and highly successful transformation of the Information Technology department (form and function). He was responsible for the consolidation and redevelopment of MLB’s core Baseball Operations’ systems including MLB Player Contracts, Transactions, Waivers, Rules 4 & 5 Draft, player performance and statistical systems. He and his team successfully developed or implemented numerous business systems (e.g. ERP Accounting, HR, Finance, Rights Management) and analytical tools that improved business capability and drove revenue for the league. He negotiated a variety of industry-wide IT, data and telecom agreements that yielded millions of dollars of cost savings per year and helped to establish and scale league-wide Information Security and Data Analytics capabilities that enabled and augmented industry capabilities (and results). He was a key contributor to the setup and launch of the MLB Network and was nominated for a Technical Achievement Emmy Award as part of the team responsible for building a Media Asset Management/Video Logging tool for MLB Network operations.

Prior to MLB, he worked for PriceWaterhouseCoopers LLC (PwC) in New York City providing management consulting and technology services to a variety of Fortune 500, Sports and Media companies such as UPS and Major League Baseball. Mike began his career at EDS in Washington, DC where he successfully completed the EDS Systems Engineering Development Program. Key experiences include a number of Software Engineering roles on a large outsourcing project for the U.S. Department of Justice (C6 security clearance, long expired) and serving as Group Manager in Los Angeles, CA delivering a large portfolio of client/server software products integrated with a mainframe, multi-host airline reservation system for clients such as Virgin Atlantic, AeroMexico and Continental airlines.

Mike holds a B.A. in Computer Information Systems from James Madison University. He lives in Yardley, Pennsylvania with his wife, Lexie, and their children Michael and Tommy.