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 desire to be an intern in the analytics department at Major League Soccer and the student’s interaction with an industry professional who is an expert on customer relationship management and marketing analytics in the sport industry. The study provides information on how and why analytics are used in sport marketing and how data can be used to make decisions.
Ceyda Mumcu and Gil Fried are with the Department of Sport Management, College of Business, University of New Haven, West Haven, CT.