How Market Research Changed Sports


Why professional sports teams use market research

The top professional sports teams are using market research for a variety of reasons ranging from putting together teams to helping it's marketing teams sell merchandise. The best professional sports teams analyze player and team statistics to find strengths, weaknesses, opportunities, and threats. Sports teams have become multi-million dollar sometimes multi-billion dollar companies. Similar to large companies in other industries sports teams also utilize large data sets through quantitative and qualitative analysis to help determine the best options for their business. This often includes finding player talent and structuring player contracts that provide value for the business. However, sports teams might spend most of their efforts on sports marketing.

Sports marketing teams are becoming smarter

When an average person thinks of sports teams they often think of exciting, athletic, and sometimes beautiful sports games. However, sports teams have become so much more than that. Sports teams often encompass marketing teams who utilize market research to promote games, merchandise, and other sports services and products. These marketing teams analyze how many people come to games, the different demographics that attend games, and what consumers are most likely to spend the most at sports games. After analyzing this data, sports marketing teams establish a target market and then sell commercial space and marketing opportunities to large brands. The more accurate market research that a sports team has the higher chance it has of having a more specific target market. The more information sports businesses have the more services and products they will be able to sell and the more profitable they will be.

3 reasons why sports teams will grow


  1. Market research teams are growing and increasing the profitability of many sports teams.
  2. Data analysis is helping sports marketing teams sell more merchandise.
  3. Sports teams through market research are learning how to increase their audience size.

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