Richard Gillis, author of the new SportBusiness report, Understanding the Sports Data Challenge, explains why the gap between pure sports marketers and those with data expertise is the biggest constraint on growth in the sector.
In the old sports business model, advertisers used to foot the bill for sports content. Now consumers are more likely to pay for the content but are still being bombarded with marketing messages. Richard Gillis asks if sponsorship would be better served by a more philanthropic approach.
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