The business of sport is unlike any other business. It is one that is governed by emotion more than anything else, and will continue to be so. There is no “logic” behind why someone is a sports fan or why someone stays so loyal to their team. This is an industry where growth and profitability are directly correlated with one predominant thing- fan (human) behaviour. So how can analytics, a concept that is synonymous with logic, be effectively used here to drive business value