Document Type


Publication Date


Subject: LCSH

Sports--Marketing, Market segmentation


Sports Management


The use of analytics has been growing throughout the sport industry. Although the concepts of analytics and big data are frequently used in the sport industry and highlighted in numerous media outlets, sport management students often do not have a strong understanding of why and how analytics are important for their future career, especially as it relates to sport marketing. This case study describes a fictitious student’s interaction with an industry professional who is an expert on Customer Relationship Management (CRM) and marketing analytics in the sport industry, and the student’s desire to be an intern in the Analytics Department at Major League Soccer (MLS). The study provides students information on how and why analytics are used in sport marketing and how data can be used to make decisions.


Manuscript has been published in a journal issue. Accepted author manuscript version reprinted, by permission, from Sport Management Education Journal. Published ahead of print, © Human Kinetics, Inc.



Publisher Citation

Mumcu, C., Fried, G. B. ( 2017). Analytics in Sport Marketing. Sport Management Education Journal. Published ahead of print.