0:00 - Intro and Michael's background
An insight into Michael's career and his journey to Abstract.

12:00 - Building a blockchain and the UX & UI problems in web3
Why the industry has struggled to onboard retail consumers and how to design a consumer-facing platform.

14:00 - Abstract's early traction
Where Abstract is finding success since launch, and the audiences and markets they are targeting.

19:00 - Oracle Red Bull Racing collaboration and fan engagement
Michael discusses how Red Bull Racing used Abstract to launch the 'In the Moment' digital collectible series

21:00 - Consumer brands and their approach to web3
What are the three key things that brands care about, and how to get buy-in to innovate

32:00 - Web3's killer use case: loyalty and rewards
How ORBR and consumer brands are using digital collectibles to reward fandom, understand their fanbase and engage new audiences.

39:00 - Simplifying the fan experience of using web3
Streaming, social and the creator economy, and how consumers discover apps and experiences through the Abstract terminal.

47:00 Advice for Global Brands
Michael shares his thoughts on how major brands should (re)enter the space, and the right approach for anyone experimenting with emerging tech.

55:00 - Close

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© 2025 [SEG3 Ltd]. All Rights Reserved.

00:00 – Intro & Stefan’s background
Career journey and the path to Coca-Cola.

03:20 – Coke’s philosophy on partnerships
How the brand decides which properties, music, and cultural moments to get behind.

07:45 – Balancing heritage with staying relevant
What it means to future-proof one of the world’s most iconic brands.

12:10 – Activating partnerships authentically
Blending life, digital and product experiences, and his view on gaming and emerging tech's role in future campaigns.

18:35 – Case Study: Beetlejuice Beetlejuice x Fanta
Behind the scenes of the Warner Bros. Discovery collaboration.

25:15 – Why Halloween matters
Making Fanta central to a cultural moment and engaging Gen Z & youth audiences.

31:40 – Chalk Talk
What rights holders, event organisers and IP need to know to attract a partnership with Coca-Cola.

38:50 – Closing thoughts
Final reflections and key takeaways.

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💬 Got a question or guest idea? Email us at: thespeakeasy@seg3.com

© 2025 [SEG3 Ltd]. All Rights Reserved.

Soccer’s booming in the US - and with the World Cup on the horizon and momentum building toward the 2028 Olympics, Major League Soccer is right at the heart of it.

On this episode of The Speakeasy, we’re joined by Chris Blivin, VP of Consumer Products at MLS, to talk about the league's approach to technology, innovation & gaming.

Chris takes us through:

- MLS’ world first with Apple & EA – live-streaming matches straight into EAFC mobile

- How the MLS is taking its IP beyond soccer and into pop culture

- Their partnerships across gaming, collectibles & web3

- Their fan engagement strategy for the 2026 World Cup

- What tech businesses really need to know to succeed in the sports industry

- His career journey from Sportfive to PGA Tour to Major League Soccer

- And plenty more along the way…

So if you’ve ever wondered how sports, culture and gaming intersect, or how a league builds global fandom without copying legacy models, this is the episode for you!

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: thespeakeasy@seg3.com

© 2025 [SEG3 Ltd]. All Rights Reserved.