Sport Business Analytics

Developing and implementing a systematic analytics strategy can result in a sustainable competitive advantage within the sport business industry. This timely and relevant book provides practical strategies to collect data and then convert that data into meaningful, value-added information and actionable insights. Its primary objective is to help sport business organizations utilize data-driven decision-making to generate optimal revenue from such areas as ticket sales and corporate partnerships. To that end, the book includes in-depth case studies from such leading sports organizations as the Orlando Magic, Tampa Bay Buccaneers, Duke University, and the Aspire Group. The core purpose of sport business analytics is to convert raw data into information that enables sport business professionals to make strategic business decisions that result in improved company financial performance and a measurable and sustainable competitive advantage. Readers will learn about the role of big data and analytics in: Ticket pricing Season ticket member retention Fan engagement Sponsorship valuation Customer relationship management Digital marketing Market research Data visualization. This book examines changes in the ticketing marketplace and spotlights innovative ticketing strategies used in various sport organizations. It shows how to engage fans with social media and digital analytics, presents techniques to analyze engagement and marketing strategies, and explains how to utilize analytics to leverage fan engagement to enhance revenue for sport organizations. Filled with insightful case studies, this book benefits both sports business professionals and students. The concluding chapter on teaching sport analytics further enhances its value to academics.

"This book addresses the fundamental use of analytical metrics to inform sport managers, framing sport analytics for practical use within organizations. The book is organized to present the background of sport analytics, why it is useful, selected techniques and tools employed, and its applications in sport organizations. The text guides the reader in selecting and communicating information in a useable format, and the translation of metrics in informing managers, guiding decisions, and maximizing efficiency in achieving desired outcomes"--

This book introduces predictive analytics in sports and discusses the relationship between analytics and algorithms and statistics. It defines sports data to be used and explains why the unique nature of sports would make analytics useful. The book also explains why the proper use of predictive analytics includes knowing what they are incapable of doing as well as the role of predictive analytics in the bigger picture of sports entrepreneurship, innovation, and technology. The book looks at the mathematical foundations that enhance technical knowledge of predictive models and illustrates through practical, insightful cases that will help to empower readers to build and deploy their own analytic methodologies. This book targets readers who already have working knowledge of location, dispersion, and distribution statistics, bivariate relationships (scatter plots and correlation coefficients), and statistical significance testing and is a reliable, well-rounded reference for furthering their knowledge of predictive analytics in sports.

The increasing availability of data has transformed the way sports are played, promoted and managed. This is the first textbook to explain how the big data revolution is having a profound influence across the sport industry, demonstrating how sport managers and business professionals can use analytical techniques to improve their professional practice. While other sports analytics books have focused on player performance data, this book shows how analytics can be applied to every functional area of sport business, from marketing and event management to finance and legal services. Drawing on research that spans the entire sport industry, it explains how data is influencing the most important decisions, from ticket sales and human resources to risk management and facility operations. Each chapter contains real world examples, industry profiles and extended case studies which are complimented by a companion website full of useful learning resources. Sport Analytics: A data-driven approach to sport business and management is an essential text for all sport management students and an invaluable reference for any sport management professional involved in operational research.

Developing and implementing a systematic analytics strategy can result in a sustainable competitive advantage within the sport business industry. This timely and relevant book provides practical strategies to collect data and then convert that data into meaningful, value-added information and actionable insights. Its primary objective is to help sport business organizations utilize data-driven decision-making to generate optimal revenue from such areas as ticket sales and corporate partnerships. To that end, the book includes in-depth case studies from such leading sports organizations as the Orlando Magic, Tampa Bay Buccaneers, Duke University, and the Aspire Group. The core purpose of sport business analytics is to convert raw data into information that enables sport business professionals to make strategic business decisions that result in improved company financial performance and a measurable and sustainable competitive advantage. Readers will learn about the role of big data and analytics in: Ticket pricing Season ticket member retention Fan engagement Sponsorship valuation Customer relationship management Digital marketing Market research Data visualization. This book examines changes in the ticketing marketplace and spotlights innovative ticketing strategies used in various sport organizations. It shows how to engage fans with social media and digital analytics, presents techniques to analyze engagement and marketing strategies, and explains how to utilize analytics to leverage fan engagement to enhance revenue for sport organizations. Filled with insightful case studies, this book benefits both sports business professionals and students. The concluding chapter on teaching sport analytics further enhances its value to academics.

Applied Sport Business Analytics With HKPropel Access provides a practical explanation of the use of data analytic metrics in sport, exploring selected techniques and tools as well as addressing fundamental applications of analytics within modern sports organizations. Current and aspiring sport managers will develop their understanding of how analytics can be used strategically to make data-informed decisions by selecting and translating data into evidence and meaningful metrics. The text begins with an introduction to the world of analytics, exploring the social, economic, and business foundations that form the history of data analytics. Different strategies used to make data-driven decisions are discussed to demonstrate the importance of analytics in a modern sport context. The text explains terms and methods that are typical in sport analytics, bridging the gap between sport managers and sport analysts to help them understand the perceptions and needs of one another. The text’s focus on quantitative statistical analysis—with its exploration of modeling, predictive analytics, and forecasting—helps students learn how to analyze data and make use of it. Students will then learn to turn data into visual representations such as cluster diagrams to reveal clear results. With practical exercises that utilize five included datasets and are heavily support by related video tutorials delivered through HKPropel, even those without programming experience will learn how to program and transform complex statistical data into easy-to-understand visuals. Case studies exploring real-world scenarios—including player position analysis in women's professional basketball, esport player popularity and market analysis, and prospective player evaluation for the NFL draft—examine managerial implications to help develop understanding of what questions to ask, how to interpret data, and how to use data to make informed decisions. Finally, an in-depth look at how cutting-edge analytics mechanisms were used to analyze over one million tweets associated with the NBA over an entire season will illustrate how to successfully work with large amounts of data to achieve results. Concepts throughout the book are made easy to understand through exercises, datasets, and video lectures on key topics, all accessible through HKPropel. These tools combine to provide valuable experience and practical understanding. Interview With a Professional sidebars offer additional real-world glimpses into the use of analytics by practitioners in sport business. Applied Sport Business Analytics will provide a broader and deeper knowledge of the use of sport analytics for aspiring sport managers, data analysts, and practitioners alike. It will prepare them to translate metrics in a useful way that allows them to make data-informed and data-driven decisions to achieve desired outcomes in their organization. Note: A code for accessing HKPropel is not included with this ebook but may be purchased separately.

For many years, sports rights owners have had an ‘if you build it, they will come’ attitude, suggesting they take their fans for granted. Combined with advances in broadcasting quality, digital marketing, and social media, this has resulted in diminishing attendances and participation levels. The use of CRM (Customer Relationship Management), BI (Business Intelligence) and Data Analytics has therefore become integral to doing business in sports, emulating the approach used by brands such as Amazon, Netflix, and Spotify. Technology has made the world a smaller place; clubs and teams can now connect with their fans anywhere in the world, allowing them to grow their marketplace, but they operate in an ‘attention economy’ where there’s too much choice and engagement is key. This book sets out to share the processes and principles the sports industry uses to capitalise on the natural loyalty it creates. Case studies and commentary from around the world are used to demonstrate some of the practices implemented by the world’s leading sports brands including clubs Arsenal and the San Antonio Spurs. the governing bodies of UEFA and Special Olympics International, and the MLS and NHL. With a focus on our unique challenges coupled with the opportunities the use of data creates, this book is essential reading for professionals within the sports industry.

This book explores sport marketing analytics, an essential and crucially important aspect of contemporary sport business. Successful sport marketing begins and ends with the consumer, so understanding the consumer experience is critical. Marketing Analysis in Sport Business demonstrates how rigorous analytical procedures are the key to developing effective, evidence-based marketing practices that reflect real consumer needs. Presenting cutting-edge case studies of sport marketing analytics in action, the book explores topics such as digital communications, social media, digital ticketing, event marketing, the economic impact of COVID-19, developing sport brands, and conducting research with athletes and event participants. Written by a team of authors from 15 countries, including Australia, China, France, Iran, Italy, Japan, Mexico, New Zealand, Serbia, South Korea, Spain, Taiwan, the United Kingdom, the United States, and Venezuela, the book offers insight from a variety of cultural contexts and new perspectives on the global sport industry. Marketing Analysis in Sport Business is illuminating reading for any advanced student, researcher or professional working in sport business and management, sport development, marketing, strategic management, or international business.