Renato Reis - Sports and the Business of Success

There’s a lot happening in the use of technology to improve athlete performance and influence competitiveness. There is also a widespread euphoria when it comes to having a social media strategy in place, and multi-channel engagement is an inevitable option since fans are active beyond regulation time and always looking for a personalized engagement and contextual conversation. But when it comes to the core of sports business, the front office and its executives – and what supportive material they use to make decisions – there is still a lot to be changed.   We are seeing a slow but consistent adoption of technology on the business-side of sports, especially in ticket sales (even if it is just to process orders or sell) and marketing. However, we are still missing a major break-off from doing business as usual, guess-working as a part of defining a strategy, and using the available data to measure and resolve specific problems or achieve objectives. The necessary next big thing ...