Skip to content
MarketScale
‹ Back to IndustriesSports & Entertainment

On the Road with ServiceNow & Hedera

Tokens represent a new avenue for customer engagement and loyalty, which can largely influence how customers interact with brands. Organizations can broadly adopt the token paradigm, through the Now Platform, across different industries and products. We have shown how the Now Platform can consistently orchestrate tokens through workflows, making ServiceNow the ideal environment to manage…

This story was produced through MarketScale. See how Sports & Entertainment teams put it to work with Events & Onsite Capture.

Promoted content from Hedera Hashgraph on MarketScale.

Share

Get featured

Want to get featured in MarketScale Sports & Entertainment?

Create a free MarketScale workspace and get your company's expertise featured across our Sports & Entertainment coverage. No credit card, no demo required.

Start free

Tokens represent a new avenue for customer engagement and loyalty, which can largely influence how customers interact with brands.

Organizations can broadly adopt the token paradigm, through the Now Platform, across different industries and products.

We have shown how the Now Platform can consistently orchestrate tokens through workflows, making ServiceNow the ideal environment to manage tokens at scale.

A key aspect of managing tokens is to make them not live in isolation but as part of existing business processes, which customers already govern on ServiceNow.

Token Workflows allow brands to create collaborative business models where multiple organizations can be part of the same ecosystem and collectively create customer value. This collaboration can include enterprises, sports teams and associations, public personalities, artists, and influencers.

Tokens help connect different parts of the customer journey with brands through a cohesive business model centered around the customer.

Video TranscriptExpand ↓

My name is Jim Vanover. I'm an evangelist here in chief innovation officer at ServiceNow. And among my responsibilities is to support and host guests with our latest program called the Innovation Park. And it is part executive briefing, part hands on experience. But we are very specific not to call it a demo. All right. We are very excited to see this. Shall we make our way inside? Yeah, let's go inside. Right OK. Tell us what we're going to see in here. This is what we internally refer to as pod one. Here we accomplish a number of things. One, we set the stage for our customers from a mindset point of view, this really is the art of the possible. And what I describe as chef's tasting menu of service now, because what we're trying to do is get people to think outside of the boxes that they're forced to live in and really get them to come over to that digital thinking. This is pod two or what I refer to as our innovation theater. Where our customers are encouraged to sit-in the front row. And we have devices, either iPads or iphones, where they log in on the accounts that we've created for them on our instance. And then we're able to step them through these experiences of either returning to work or using virtual agents to make requests. It all comes back to how easy should work be, whether I'm a customer or whether I'm an internal employee or whether I'm a third party vendor. How can my work life be better by service now, hiding the complexity of what's happening and bringing the work to me? The metaphor I typically use is something like an Amazon experience and we've long since lost the Amazon of the enterprise and we need to reclaim that. And that's what ServiceNow is working to do, underpinning all of the work we do with workflows that bring the work to us and make our work lives better. Thank you, Jim, for taking some time out to share that with us. The ServiceNow tour traveled across the country this summer, sharing their vision with enterprises large and small all over the country. Tasker generous from ServiceNow also recently sat down with longtime industry editor David Berlin and shared a little bit more about servicenow, his vision for the future of work. Let's hear from them. See, with me today is Tasker generous. Tasker is with servicenow, a huge company servicing how many customer service. Now are almost 8000, almost 8,000 customers. So when I think of service now, tasker, I think of a company that does things like ticketing and getting into this idea of hyperautomation. What do you think? ServiceNow and customer. But that's absolutely the case is I can say it is automation, but what we're really doing with some of our really leading customers is this aspect of how they run their business. On servicenow, the reason why we think nice to start at number one is because we looked at it and said, hey, their energy use is less than a piece of transaction. It's substantially less than Bitcoin or Ethereum. It's because of what they're doing and the Hashgraph. It's just so much simpler to actually manage. So is performance an issue for you? That's well, I mean, c'mon, there's got over 10,000 transactions per second. So that is also a comparison with Visa. But is that an issue for your systems if your customers really need that kind of performance slow? Absolutely absolutely. I mean, we have customers that are running all the pharmaceutical prescriptions for all of us on service. Now, we've got a very, very, very large telco carriers that are running their business on ServiceNow.

Hedera Hashgraph

Part of this channel

Hedera Hashgraph

Enterprise-grade distributed ledger infrastructure for institutional Web3 applications.

Visit the channel

Your experts belong here

Every story in MarketScale Sports & Entertainment starts with a company putting its venue operators, production crews, and partnership teams on the record. Buyers are already reading this topic. The only question is whose experts they find.

Rights holders and partners back the operators they know, and coverage is how they get to know yours.

Get your team featuredSee how it works15 minutes, straight to a calendar.

Follow Sports & Entertainment Insights

Get new expert content in your inbox.

Sports & Entertainment: are you visible to AI?

Before they reach out, Sports & Entertainment buyers ask AI engines which vendors to trust. Explore how your experts, customers, and partners can become useful content for buyers and AI search.

Free plan

You just read one Sports & Entertainment expert. Your company is full of them.

This article was produced through MarketScale. The same platform turns your venue operators, production crews, and partnership teams into the articles, video, and social content Sports & Entertainment buyers are searching for. Create a free workspace and see it with your own people. No credit card, no demo required.

NPS +73 · 1,000+ creators · 38+ countries

What you get, free

Your own MarketScale workspace, up to 10 people
One professional video edit a month for qualifying companies
Media requests to your crowd, remote recording, AI writing tools
$0, no credit card, nothing that expires

More Sports & Entertainment Insights

Serie A stays with CBS one more year before testing the U.S. market again

Serie A and CBS Sports exercised a mutual one-year option keeping the league’s U.S. rights on CBS Sports platforms through the 2026-27 season, Sports Business Journal reported, with most matches on Paramount+. Terms are believed unchanged from a 2024 renewal in the low eight figures, down from about $75M a year in 2021. The league plans to sell again after the World Cup.

  • 01Serie A's U.S. rights went from about $75M a year under the 2021 CBS deal to a low eight-figure renewal in 2024, according to SBJ, which described the drop as a significant financial haircut amid a softer market for European soccer rights.
  • 02The Bundesliga, represented by Relevent Sports under a 17-year partnership, is also in the market with its English- and Spanish-language U.S. rights beginning in 2026-27 after its ESPN deal expired, according to SBJ, while Serie A sells direct with no agency.
  • 03Serie A's Spanish-language U.S. deal with Fox Deportes has already expired, so a Spanish partner is an open item alongside the English package when the league returns to market after the World Cup.

Sep 19, 2026

The Mariners made 2026 digital shorts without an agency as MLB clubs bring video production in-house

The Seattle Mariners produced all four of their 2026-season video shorts in-house after decades with agency Copacino Fujikado, Sports Business Journal reports. Most MLB clubs now handle the bulk of video production internally. Zoomph values the Dodgers' 2025 team social output at $101 million in paid-ad equivalent, a benchmark for avoided spend, not revenue collected.

  • 01Zoomph's $101 million figure for the Dodgers is the estimated cost of buying the same reach with paid ads, so the right comparison for an in-house studio is avoided media spend against staff and equipment, not agency fees alone.
  • 02The edge MLB creative teams describe is access to talent from the minor leagues up, which means the in-house model transfers well to organizations whose creative staff sit near the people they film and poorly to those that don't.
  • 03Clubs judge a short by what it turns into inside the ballpark: a giveaway, a theme night, a ticket special. A video that produces none of those is a one-off, however many views it collects.

Sep 18, 2026

MLS explores eight-figure presenting sponsorship ahead of 'MLS 3.0'

MLS explores eight-figure presenting sponsorship ahead of 'MLS 3.0'

Major League Soccer has retained London-based Altius8 to explore selling a league-wide presenting sponsorship, Sportico reported on September 18. Early talks are in the eight figures, behind only the Apple and Adidas deals, and the league is not renaming itself. It is timed to next summer's new calendar, playoffs and commissioner.

  • 01An eight-figure presenting deal would sit behind Apple’s $2.5 billion media agreement and Adidas’s $830 million extension through 2030—and ahead of other major league-wide deals—offering a rare public price band for a U.S. league-level asset.
  • 02MLS is deliberately splitting the European model: it wants the presenting-sponsor revenue LaLiga, Ligue 1 and Serie A collect, without putting a brand name in front of the league the way the Premier League did with Barclays until 2016.
  • 03The asset list is not fixed. Chief revenue officer Carter Ladd says there is no predefined package, so what a bidder gets, and whether the league-wide jersey patch is on the table, is being decided now.

Sep 18, 2026

Explore More Sports & Entertainment Insights

Read more expert perspectives from across Sports & Entertainment.

Browse Sports & Entertainment Hub

For B2B teams

Your experts could be publishing here

Stories like this one run on content MarketScale captures from real practitioners. See how your team's expertise becomes coverage in Sports & Entertainment and beyond.

Book a 15-minute demo

Or call us. No forms required. We pick up. 214-945-2512