Michael Adamson

Michael Adamson is the Vice President of New Products for Turner Sports where he is leading the development of new product concept and launches on new platforms for all of Turner Sports digital properties including online, mobile, handheld and connected devices. He has led teams in the development of NASCAR.COM’s TrackPass products, PGATOUR.COM’s Shot Tracker, PGA.COM’s mobile products for the PGA Championship, NBA DIGITAL’s League Pass Broadband and the NBA family of Game Time products across three major mobile platforms, tablet, connected device, and connected TV products. Currently, he is leading Turner’s effort of the NCAA’s March Madness broadband, mobile, and connected device products.

Adamson is a ten-year Turner Sports veteran and has played an integral role in the development and growth of Turner’s digital sports properties including online, mobile, and subscription products. Adamson was part of the leadership team that launched NASCAR.COM when it was first acquired in 2001, and led its updates over the next five years, transforming it into a comprehensive digital destination with original feature programming, innovative live coverage, and a vast array of custom advertising and sponsorship products. Adamson also led the launch teams for PGA.com, PGATOUR.COM and NBA.com, with a focus on shaping the online experiences of major league sports to better connect them with fans using innovative, multi-platform coverage to grow their audience and advertising value.

Prior to Turner Sports, Adamson served as the executive creative director for iXL’s Atlanta-based headquarters, a Top 5 web consulting giant that flourished during the internet explosion. His approach of fusing business objectives with creative-led strategies and the use of new technologies powered the complete restructuring of BellSouth’s online consumer experience. In addition, he led a multi-year research and development effort of a full broadband network prototype in 2000. Adamson has received awards and recognition ranging from original animation programming to new media creative development over his career. He earned his Bachelor of Arts from the Ball State University School of Communications and currently serves on the board of its Emerging Media Institute.