Data Analytics in Major Sports Organizations and its Impact on Operations and Decision-Making

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.