Winning with Data in the Business of Sports

Fiona Green has operated in the sports industry for over 30 years. Her experience has predominantly been representing rights owners in sponsorship, TV rights and merchandise/licensing across many sports including football, athletics, cricket, sailing, rugby, formula 1, horse racing, and tennis. Fiona specialises in the field of data-driven marketing, business intelligence and analytics and applies her knowledge of this area to her inherent understanding of a rights owner’s business model and objectives, specifically in revenue generation, participation growth and stakeholder engagement.

"Because sports is a different creature than most other industries using CRM, Fiona Green is the one who needed to be writing this book. She has the experience, the insights and the writing chops to make sure that you not only understand CRM per se but understand how it applies to the world of sports in the way that it is supposed. Pay attention to her because Fiona tells you not just how to think about it but what to do." - Paul Greenberg, Managing Principal, The 56 Group, LLC, Author, CRM at the Speed of Light (4th Edition)"It’s refreshing to read about the use of CRM to increase the number of people playing and volunteering in sport, in addition to the more traditional rationale. It’s important we continue to focus on the growth of our sports - some of the methods discussed in the book can be easily applied to that task. I recommend this for other professionals with a responsibility for sports development." - Sunil Gulati, President, U.S. Soccer Federation, FIFA Committee member, Senior Lecturer, Columbia University"Audience data management is still one of the most under-maximised aspects of sports marketing. The industry has a lot to learn, and a lot of opportunity ahead of it once it masters the profiling of its audience. This book is a great catalyst for anyone trying to take the next steps in their education on CRM maximisation, and presents it in a way that can educate everyone from leaders in the space through to people just arriving on the scene." - Nick Meacham. Managing Director , SportsPro Media"This book is an excellent guide to using CRM in sport. It focuses on the critical points sports management must get right to get the full benefits of CRM. It is well written and organised and will become a key resource for the industry." - Merlin Stone, Professor of Marketing and Strategy, St Mary's University

• Foreword 1. CRM for the digital age 2. The principles of CRM 3. The importance of data 4. Business intelligence and data analytics 5. CRM technology stack 6. Data-driven marketing 7. The role of CRM and data in sponsorship 8. Business change and change management 9. Data and the law 10. Where do we go from here?