In 2007, Sculley co-founded the data company Zeta Global with business partner David A. Steinberg, and in January 2014 the data analytics firm XL Marketing, rebranded and incorporated its resources into Zeta Interactive, re-launching it as a Big Data-Driven Marketing firm. On January 30, 2014, Sculley was a panelist at a forum organized by Zeta, which featured ad executives, marketers and NFL executive to discuss the changes in the way companies market and reach consumers since Sculley's time at Apple in 1984 when the computer company featured what became one of the first iconic Super Bowl ads—the 1984 commercial. In October 2016, Zeta Interactive was again rebranded as Zeta Global.