“…Most of the articles in this area are published within industry outlets, discussing the increased use of analytics in sport and the need for more data-driven decision making within sport organizations (Szymanski, 2020). The academic literature in this area has focused primarily on big data and on-field performance (Goes et al, 2020;Morgulev, Azar, & Lidor, 2018;Van den Berg, Coetzee, & Mearns, 2020) with less attention dedicated to big data and sport business (Hutchins, 2016;Millington & Millington, 2015) and overarching discussions of analytics in the field (Spaaij & Thiel, 2017;Szymanski, 2020). As big data has evolved in sport, this literature has become critical to our understanding of the role of sport analytics and its impact on various aspects of the industry.…”