Analytics as a Sports Strategy to Win


The world of sports generates stratospheric profits thanks to various factors such as tickets to events or tournaments, television contracts, sponsorships, souvenirs, even sports clothing and footwear brands, which have made this business one of the most profitable on the planet. .

But there are a number of ways in which the profitability of sport as a business can be measured. Analyzing the sports teams we can consider aspects such as the performance of the players versus the cost they represent; the effectiveness of coaches and managers; the cost of injuries generated during a season; or the administrative expenses and resources necessary for each game 사설토토.

However, if we analyze this profitability from the fan, we can find endless data of great value, measurable with the help of Sports Analytics solutions, such as the number of tickets sold per event, the time, form and place in which were purchased (at the box office or by electronic means), the sold out generated by season and the time it took to reach them from the opening of the sale.

Other elements of value that can be measured or analyzed are the souvenirs sold, the buying habits of the fans before, during or after the events or the subscriptions that they can make.

Consumer loyalty

Within the business models based on sports, the adequate measurement of consumer loyalty is everything, since while this is more rooted among fans; they will generate higher consumption that contributes to increased sales.


The question is, how can we measure consumer loyalty? An example of this fact is the Major League Soccer (MLS), in the United States and Canada, which managed to understand its fans, efficiently measure the loyalty of its followers and as a consequence increase the ROI in each of its strategies of deal.

With the help of SAS Marketing Automation, a strategy to win was created, the so-called “The fan funnel” was put into practice, which, composed of four phases:

·         Data acquisition,

·         Customer engagement

·         Monetization

·         Loyalty

It allowed generating a powerful database, which included aspects such as ticket sales, merchandising and digital subscriptions for all the clubs in the league.

Subsequently, and thanks to the data collected, it was possible to perform a predictive analysis that allowed a better understanding of the fans, their needs and desires, in order to generate strategies that would allow them to improve their experience.

Such was the success of this strategy that the MLS was able to put together an automated customer relationship management (CRM) program, which allowed it to increase ticket sales and merchandising for its clubs.

The correct implementation of Sports Analytics adds to the list of technological solutions that SAS can provide within its Business Intelligence solutions to grow the business of its clients. A goal for the industry and its investors.

Analytical intelligence: how can it be applied to sport?

Data analysis allows you to make the right sports, financial and business decisions in this sector. Analytical intelligence is the primary tool for success in sport.

In today's business world, that company or entrepreneur that manages to manage market and customer data in a strategic way already has part of the assured growth. This is where analytical intelligence comes into play, a solution capable of collecting hundreds of data, analyzing it in depth and creating patterns that allow decisions to be taken accordingly. But, how to relate this technological resource with sports?

All this information gathered would have no meaning or value unless the coach, using analytical intelligence, discovers trends and patterns of play in his team or in the rival. "In this way, in the time in which the data has been recorded, a meticulous analysis will allow him to take pertinent actions for the remainder of the game, with the aim of enhancing the performance of his team.

In the same way, analytical intelligence can be applied to any other sport. For this, it is essential to have software that can collect and process this amount of data. This is because, although they are analyzed by an expert mind (such as the coach, in this case), the number of variables is too large for a person to process it in a limited period of time.


Leave your vote