Intel Makes Deals With ESPN, New Balance in New Markets Push

  • CEO Krzanich says new products necessary to fire up engineers
  • Customers can get more information about sports they watch

Intel Corp. Chief Executive Officer Brian Krzanich is talking sports in Las Vegas.

Krzanich, delivering the keynote speech Tuesday at the annual International Consumer Electronics Show in Las Vegas, announced tie-ups for the chipmaker with Walt Disney Co.’s ESPN, footwear maker New Balance and Red Bull’s media division.

Intel’s products, in particular the low-power, small computer Curie, will feature in new ways to give audiences more information about the sport they are watching - better replays and statistics from events such as snowboarding, Krzanich said.

“This is about to change every major sport in a big way,” he said.

Krzanich argues that promoting products far removed from its main business of personal-computer processors is essential to Intel’s future. The devices are necessary to get future engineers excited about using technology from the world’s largest chipmaker and keeping them from an increasing migration to processor designs by ARM Holdings Plc.

Diversification Push

“We’d lost touch with the community that was going to be the next people who invent the next great machine that we all use and love,” he said last month at an investor conference.

Krzanich’s deals with broadcasters and sports promoters are part of the effort to convince the audience and prospective customers that his products can play a role in technology other than PCs, where the company gets most of its revenue.

The former factory manager, who took Intel’s top job in 2013, is looking for new markets as the PC business continues to slide, heading for its fifth consecutive decline this year. Highlighting the limits of that push so far, in its most recent quarter, PCs still provided 59 percent of the Santa Clara, California-based company’s revenue. Server chips contributed 29 percent with none of the other groups cracking five percent.

Intel’s stock lost 5 percent in 2015.

Before it's here, it's on the Bloomberg Terminal.