Sport Analytics Business: Exploring Fan Engagement on Analytical Content

With the emerging trend of technological advancement in sport media production, sport analytics has provided fan-oriented game contents through multimedia platforms. This study aims to empirically investigate sport fans’ perceptions toward sport analytics contents (i.e., statistics, video, data visualization, decision-aid) by exploring their impact on fan engagement (i.e., information, entertainment, personal identity, social interaction) and employing the uses and gratifications theory. Using multiple regressions, this study found that sport fans are more likely to consume statistics and video contents for information search and entertainment. Moreover, data visualization and decision-aid contents showed a positive impact on subjects’ personal identity and social interaction. The present study highlights key aspects of sport analytics in its application to sport media production as well as sport management at large.