MIT Sloan Management Review Article on From Winning Games to Winning Customers: How Data Is Changing the Business Side of Sports

Sports analytics leaders are now using data to understand fans as well as they know their players.

Thanks to the long marriage between statistics and professional athletics, some of the most advanced users of analytics tools are found in sports. But as the use of analytics spreads from the playing field into business operations, the industry is addressing many of the same adoption challenges that confront business leaders in every sector.

The recent 2018 MIT Sloan Sports Analytics Conference (SSAC) delved into how teams and leagues are using analytics to boost revenue, and how they’re managing transitions in culture and strategy.