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Sport Business Analytics

duration Duration: 1 Teaching Period

unit code Unit Code: SPO20003

contact hours Contact Hours: Recommended 10 hours of study per week

About this unit

This unit introduces students to data analytics (finding meaningful patterns in data sets) and its use in a range of sport business contexts. Students will gain experience in how to source and appraise data captured in various sport settings and learn foundation analytics and statistical techniques to help support and facilitate decision-making. Students will gain hands-on experience in problem conceptualisation, analysis and communicating evidence from sport business data settings including match day performance, stadium and event operations and attendance, finance and pricing, media consumption, sponsorship, and participant, customer and member experience. A focus on understanding and building capacity and capability for progressing data-focused sport organisations is included in the unit.


  • What is Analytics? foundations and building blocks of analytical organisations
  • Complex data and the ‘data age’ of sport business
  • Data sources, management and infrastructure
  • Problems and questions in the sport business setting
  • Statistics, simulation and modelling
  • Geospatial and temporal data analysis
  • Knowledge discovery in databases and data mining
  • Communication and visualisation of data
  • Sports analytics applications I: events, operations and consumer experience
  • Sports analytics applications II: marketing, sponsorship and media
  • Sport analytics applications III: finance, pricing, organisational and HR
  • Towards data and analytics focused sport organisations.

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