Understanding the Sports Data Challenge

This report is about the challenges facing rightsholders, 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.

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SUMMARY

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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TABLE OF CONTENTS

Part 1: Understanding Data

  • Definitions/concepts and why data is important
  • Where is sport on the journey to digital transformation?
  • Data collection and the data audit
  • Buying fan data and types of data and how data is analysed
  • Some common problems and mistakes in interpretation
  • The ‘tech stack’ solution
  • People, skills and culture
  • Is sport special?
  • What is strategy?
  • General v specific advice

Part 2: Sports and Data – A Reality Check

  • Data in the context of today’s sports marketplace
  • The FAANG advantage
  • Is data ownership the right answer for the sports industry?
  • Privacy v personalisation

Case Studies

  • Formula E
  • Fan journeys

KEY FINDINGS

  • Over the next 10 years the role of sports rights owners will continue to change fundamentally. And that change is being driven by data
  • World Economic Forum (WEF) in Davos, Switzerland declared data a new class of economic asset – like gold, oil and currency
  • How challenges facing rights holders, sponsors and other stakeholders in the use of data analytics in a sports marketing context
  • How to identify and untapping different types of data and process information to useable forms to enhance segment targeting, relevant messaging and flexible marketing approach
  • How to gain significant competitive advantage by making sense of granular data with evidence-based approach to identify shifts and changes in audience and behaviour, enabling sports organisations to differentiate themselves with data driven strategies and determine business success
  • How to uncover new business opportunities, by appreciating where data analysis is leading sport and the business opportunities it can create
  • Examine sports data challenge in a global context with a global perspective on technology disruptors, enhancing in-stadia experience and changing sponsorship environments, including two high-profile case studies
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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

PURCHASE THIS REPORT

This report is available as a PDF (immediate delivery) for the following prices:

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Global coverage on news, insight and analysis on business of sport from New York, London and Singapore

GLOBAL DAILY NEWS
From a global editorial team in each of the major sports markets of the Americas, Europe and Asia-Pacific

IN-DEPTH ANALYSIS
Insight behind all the deals, decisions, strategies, industry-moves, technology, finance, legal and governance shaping the business of sport

DETAILED COVERAGE OF THE MOST IMPORTANT TOPICS
Our journalists work together with our media and sponsorship data analysts to give you the complete picture of the stories that matter. For key topics such as financial and legal issues we produce dedicated content that is not available anywhere else

INTERVIEWS WITH THE DECISION-MAKERS IN SPORT
We have unprecedented access to the people at the heart of the industry, so you can hear their strategies and thoughts first hand via our expert global editorial teams in New York, London and Singapore

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