Bryan Bedford

Global Lead: CX Partner GTM & Head, Sports & Entertainment Partner GTM

Global Partner Organization

For over 25 years, Bryan Bedford has played a role in the transformation of consumer, content, and technology industries around the world. Throughout his career he has helped launch and scale industry-changing technologies and services in high-growth areas including mobility, content, and customer experience. Bedford is an active contributor on Twitter (@Bryan_Bedford) and an expert industry speaker discussing tech, media, retail, sports, and the future of customer experience as often as he can. In his current position with Cisco, Bedford leads a team within Cisco’s Global Partner Organization that is focused on driving Cisco’s Customer Experience (CX) portfolio and its Sports & Entertainment business through its channel and business partners. Bedford’s team guides Cisco partners to achieve more effective execution of CX across all of Cisco’s business, including areas like Intent-Based Networking, Data Center and IoT. Bedford joined Cisco in 2011 and spent his first 7 years with the company as Global Industry Lead for Sports, Retail & Media. During his tenure as Global Industry Lead, he served as a member on the executive steering boards for the sports, retail, and media industries inside Cisco. Before joining the team at Cisco, Bedford was Vice President of Sales & Business Development at XOS Digital (now Catapult) after serving as Director of Sales & Business Development for the company. In both roles at XOS Digital, Bedford focused on customer experience and services within the sports and media industries. All facets of external business development for XOS Digital, including forging strategic go-to-market partnerships and working with nearly every major professional and college sports program throughout North America, fell under Bedford’s direction. His time at XOS Digital was marked by record revenue growth, expansion of the sales and marketing motion, net-new product and solution launches, and growth of profitability. Prior to joining XOS Digital, Bedford was groomed in the sports world and spent time working for three sports teams in various roles (Sales, Coaching, Marketing) over a 7-year period including time on staff at TCU (Texas Christian University), Southern Nazarene University, and with the Oklahoma RedHawks Baseball Club. Bedford also serves as CEO & Managing Director of The Bedford Agency, a College Sports Recruiting Company. Bedford earned his Master’s Degree from the University of Central Oklahoma and his Bachelor of Science degree from Southern Nazarene University in Bethany. Bedford resides in Oklahoma City, OK and is married to his wife Desiree’ and has two daughters Tessa (18) and Sadie (13).


April 30, 2018


Partner Practice Building in Retail

Bryan Bedford addresses a common question question he receives about how Cisco works in industries.

April 4, 2018


Industrializing the Cisco Media Partner Ecosystem

Read how Cisco is industrializing the Media Partner Ecosystem and Channel partners with new programs, new ISV partners, new authorizations and much more.

March 20, 2018


Retail Industry, the NOW opportunity for our Partners!

Retail as an industry is going through a massive digital transformation. Bryan Bedford dives into what the opportunity is for Cisco partners.

March 13, 2018


Sports & Entertainment Sales Plays and the impact for our Channel Partners

Bryan Bedford shares takeaways from his partner-focused Sports & Entertainment webinar around digital transformation.

January 11, 2018


NRF 2018: The Power of the Cisco Partner Ecosystem Inside the Toy Box!

This week, at the 2018 National Retail Federation show we will address this digital disruption concept by creating our own toy store as Cisco and its partner ecosystem presents the ToyBox , a fully functional retail store enabled through a variety of technologies located at booth 2052 inside the Javits Center in New York City.

December 6, 2017


Coaching our Channel to Success in the Sports, Retail & Hospitality Industries!

Before talking to our channel partners about the retail, hospitality, sports and entertainment industries, we are sure to be clear on the latest industry trends, market research, and data.

September 14, 2017


IBC 2017: On Making Deposits into the Broadcast/Media Ecosystem

The technology trend that is the progression of broadcast/media creators along the continuum to all-IP (Internet Protocol) operation is well past the “incubation” stage, and somewhere between a walk and a jog. See what I mean by that.

Cisco and its Partners Deliver Digital Fan Experiences of the Future, Today!

I’ve been working in the Sports and Entertainment Industry for over 20 years, and by far, digital transformation has been one of the greatest technology disruptor across industries in the...

The power of working with IP in a LIVE environment with EVS and Cisco!

“Live” events are the holy-grail in media and entertainment. Read how Cisco and EVS are partnering to deliver 78 hours of broadcast content via Cisco's IP Fabric for Media Solution combined with EVS' BCIP broadcast controller.