Understanding the Sports Data Challenge

What you need to know to survive the next decade

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AT A GLANCE

Over the next 10 years the role of sports rights owners will continue to change fundamentally. And that change is being driven by data.

This report is an in-depth examination of challenges facing rights holders, sponsors and other stakeholders in the use of data analytics in a sports marketing context. It delivers deep insights into the world of data and its impact on the sports economy, challenging received wisdom and current thinking on the way that sports stakeholders relate to data and with each other.

The entire sports industry will be affected by the permeation of data in their business operations and those that understand and use it most effectively will be those that succeed over the next decade.

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WHAT IS IN THE REPORT?

The report is divided into two main sections. The first looks into the sports industry’s understanding of fan data, analyzing its fundamental role in digital transformation, how it’s collected, stored and processed, as well as common issues faced with its utilization.

The second section focuses on how the sport marketplace has evolved and can react to the seismic changes of the big data era.

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WHO IS THE REPORT FOR?

The report provides sports organizations that need to anticipate the needs of fans now and in the future with an essential blueprint for their fan engagement strategies. Organizations include:

  • Clubs and teams
  • Governing bodies
  • Venue owners and operators
  • Sponsors and agencies
  • Media companies
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WHY YOU NEED THE REPORT

Understand data and how it can be used

Identify the challenges in collecting and processing data to build a single customer view

data-driven fan engagement strategy

Start untapping the data in your sports organisation

personalize at scale

Find out how to tailor your offering to what fans want

uncover new business opportunities

Appreciate where data analysis is leading sport and the business opportunities it can create

Global context

See the global perspective on the sports data challenge including two high-profile case studies
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ABOUT THE AUTHOR

Richard Gillis

Sports Strategy Consultant
Richard Gillis is an award-winning journalist, author and sports strategy consultant. His previous commercial roles have included Cake, Havas and Seven46, he is now owner of Unofficial Partner Consulting, whose clients have included Lloyds Banking Group, EY, HSBC and KPMG .

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