Winning with Data in the Business of Sports : CRM and Analytics book cover
2nd Edition

Winning with Data in the Business of Sports
CRM and Analytics

  • Available for pre-order. Item will ship after February 9, 2021
ISBN 9780367610708
February 9, 2021 Forthcoming by Routledge
240 Pages

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Book Description

New technologies mean that sports clubs and governing bodies are generating more data than ever to help manage their relationship with fans, performance, and income streams. This new edition of Winning with Data in the Business of Sports explains how to acquire, store, maintain, and use data in the most effective ways. The key developments are three-fold: new technology, new understanding of how to apply that technology, and the new laws informing and controlling the data that can be generated from the technology.

Important developments that have occurred since the publication of the first edition include the General Data Protection Regulations (GDPR) and the Covid-19 pandemic. With a focus on these unique challenges coupled with the opportunities the use of data creates, this book is essential reading for professionals within the sports industry. This second edition includes:

- An introduction to new technologies, the data they generate, and the supporting processes we need to have in place to use them.

- Brand new case studies with recent examples of creative applications from clubs, teams, leagues, and governing bodies, including Arsenal, AS Roma, ICC Cricket World Cup, LA Kings, Portland Trail Blazers, and UEFA, .

- The sports industry’s response to tighter data legislation introduced primarily though the GDPR.

- The role of data and direct engagement during the Covid-19 pandemic.

The book provides clear guidance and knowledge that sports industry professionals need to understand the role of data for the business side of sports. It is essential reading for sports clubs, governing bodies and those working in sports marketing, media and communications, sponsorship, merchandise, ticketing, events, and participation development. The book will also be of interest to students of sports management.

Table of Contents



1. CRM for the digital age

2. The principles of CRM

3. The importance of data

4. Business intelligence and data analytics

5. CRM technology stack

6. Data-driven marketing

7. The role of CRM and data in sponsorship

8. Business change and change management

9. Data and the law

10. Where do we go from here?

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Fiona Green has operated in the sports industry for over 30 years. Her experience has predominantly been representing rights owners in sponsorship, TV rights and merchandise/licensing across many sports including football, athletics, cricket, sailing, rugby, formula 1, horse racing, and tennis. Fiona specialises in the field of data-driven marketing, business intelligence and analytics and applies her knowledge of this area to her inherent understanding of a rights owner’s business model and objectives, specifically in revenue generation, participation growth and stakeholder engagement.