Data Analytics in Major Sports Organizations and its Impact on Operations and Decision-Making
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Date
2024-09
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University of Liverpool
Abstract
Contemporary sports organisations have incorporated data analytics into their
operations in order to increase competitive advantage and improve outcomes. However,
research on the use of data analytics in sports has been largely theory-focused, so this
study wanted to address this gap by exploring three sports organisations: Manchester
United Football Club, the New York Knicks and the England and Wales Cricket Board.
Specifically, the goal of this qualitative multiple case study was to explore how the
listed organisations employ data analysis in areas of performance management, training
programmes, strategic and operational processes, and fan engagement and community
building. The organisational learning theory was used to underpin this analysis. Results
revealed uneven use and effectiveness across both the three organisations and selected
areas. Although Manchester United Football Club and the New York Knicks have
publicly committed to data analysis use, their success in most areas is very limited. The
England and Wales Cricket Board has been the most effective in terms of translating
data into strategic, sustainable competitiveness. So far, fan engagement and community
building seem to be the main areas benefiting from data analysis, while success in others
is hampered by the lack of comprehensive approaches to transforming data into
meaningful action.
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Keywords
Data, analytics, Sports, Opreations, Management, Decision Making