Sport Analytics Utilization in The Sport Industry: A Structured Literature Review

Purpose - This paper aims to investigate the role of data analytics and technology in the sport industry. We have undertaken a structured literature review to establish what the current practices are and identify their utilization levels to inform decision-making within this industry.

Methodology and Approach – A structured literature review approach was adopted using key words in Summon database, Scopus database, IEEE Xplore Digital Library, Google Scholar, and other sources thought to be relevant. In total 50 papers were reviewed, analyzed and coded

Findings: Examination of literature shows that there is a lean towards the use of data analytics on-pitch as opposed to data analytics use off the pitch. However, there is need to test the effectiveness of data analytics use on the pitch as previous studies focus on business side (off-pitch). All in all, data analytics utilization in sports is relatively new and academic research remains at an early stage, therefore there is a need to add to the already existing literature.