MIT Sloan Management Review Article on Do Teams Need to Win to Sell Tickets?

It’s easy to understand why winning teams would draw more fans — a great team features exciting players, entertaining competition, and the expectation of feeling satisfied once the game is over. But are those qualities actually tied to wins and losses? Or can any team with the right combination of potential and promotion draw a large audience, regardless of what happens during the game?

Jessica Gelman, CEO of Kraft Analytics Group and cofounder and cochair of the MIT Sloan Sports Analytics Conference, joins the show to defend the hypothesis: Teams can win at selling tickets without winning on the field.