THE IMPACT OF DATA ANALYTICS ON PROFESSIONAL SPORTS

Abstract

Abstract

Big data analytics has completely shifted the way professional sports work on the field, behind the scenes, and even in the stands. Instead of relying on gut instincts or outdated stats, teams are now turning to advanced analytics, machine learning, and real-time tracking tools to make smarter decisions. Whether it’s discovering the perfect lineup, identifying how to avoid injuries, or changing strategy mid-game, data is informing everything today. Coaches and trainers are also using it to perfect workouts and recovery schedules, while front offices use it to scout, recruit, and build team chemistry in ways that weren’t possible just a few years ago. The expanding reach of data analytics continues to infiltrate all aspects of sports as technological innovation advances and access to data broadens. Professional sports teams now rely on biometric data to predict injury risk and adjust training programs, use virtual reality and digital twins to simulate player performance, and track fan behavior to target marketing strategies. The ubiquitous nature of big data also allows smaller-market teams to compete on an even playing field with big-budget teams due to the advantages they gain from using available data instead of superstars with salaries beyond their budgets. This paper reviews how data analysis and its effective application to many aspects of professional sports has transformed today’s sports world.

Keywords: professional sports, data analysis, technology, marketing, players

Year Manuscript Completed

Spring 2025

Senior Project Advisor

Dr. Tricia Jordan

Degree Awarded

Bachelor of Integrated Studies Degree

Field of Study

Commerce & Leadership

Document Type

Thesis - Murray State Access only

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