Data is one of the most critical assets for a sports business. It is also a tool that would enable it to grow and understand its audience and potential supporters and ultimately improve their engagement with the sport. This article will go through some of the different ways a sports business can use data.

Deep Data Collection and Organisation

There are several ways a sports business can utilize data. Some will use it to understand their fans, whereas others will analyze consumer trends. Some companies will use data to finance activities behind the scenes, such as implementing technology and creating new content for their website or social media accounts. Each business must have a clear idea about what they want their data to do for them because, in many cases, there are seemingly endless possibilities.

The type of data, such as the one coming from API odds, to be used will determine the approach taken. The most straightforward form of data collection is to capture this on a spreadsheet or database in the form of a chart. An example of this could be figured with the number of supporters from each league that follow your club and the number of followers on Twitter. This data can then easily be analyzed using Excel and PowerPoint to try and find ways that there could be potential for increasing support for your club.

Data collection is crucial because it must be from a reliable source. It will help if you know that the data is accurate, but even more important is that you understand how the data was collected. For example, it would not be wise to use the data collected by an independent researcher. Your business has commissioned, as they are likely to have used a different method to gather the information. The data you use for your analysis must be from a source that your audience will be familiar with and understand.

There are three main ways of collecting primary data:

•Through observation


•The internet

Observation will include things such as knowing how fans behave in your stadium. For example, observing their behavior in the stands may give you an idea of how they view the team or their level of commitment to the business. Questionnaires are usually a handy tool because they provide the data and provide an opportunity to find out what is important to their audience. However, it is essential to know your audience as if you ask them questions they have no understanding, then it may be hard for them to answer correctly, leading to pointless data. Finally, data can be gathered via the internet, which will give your business an insight into what people are talking about on social media.

How to Use The Collected Data

•Knowledge of the market and its needs – the first step to using data to your advantage is knowing what you are trying to achieve. Data collection can understand your audience and how they act or react. You might want to ask questions like ‘How can we improve our engagement with our supporters?’ or ‘How can we understand our customers better?’ These are then questions that must be answered for you to interpret the data.

•Understand how data works – it is essential to understand that using data for business means that you need to think about how you can use it to help your business. To do this, you need to be aware of the limitations of your data. For example, there are two types of research; primary research and secondary research. Both have their benefits, but each has its limitations. You must understand that your data will also have rules, and as such, you need to make sure that any decisions you make are based on the limitations of the data you are using.

•Use your data to make something new – sports businesses are constantly looking at ways to grow, expand their fan base, engage more with their current supporters, etc. Each company is different, and as a result, each data collection and analysis will be diverse. You must look at the data you have collected and use this to create new initiatives for your business. For example, suppose your company has collected data about its audience. You may want to use this in developing new services, such as introducing new content, creating new products, or even organizing events around your core values.

Although the use of data in sports is rapidly growing, there is still a lot of work. Several initiatives help use data for a sports business, including Abacus, The Sports Business Group, and the World Sports Leaders Council (WSLC). It has been said that “it is easy to measure, not so easy to understand”; therefore, you must know how data works and how it can benefit your business.


Shashank Jain, founder of good-name, a young and energetic entrepreneur has always been fond of technology. His liking for technology made him go for engineering in computers. During his studies, he learned & worked on different computer languages & OS including HBCD, Linux, etc. He also has a keen interest in ethical hacking.

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