Valuable Takeaways for Sports Agents from the MIT Sloan Sports Analytics Conference

It’s fascinating to hear how analytics is shaping the sports industry. However, the key question we ask after the MIT Sloan Sports Analytics Conference is: what can we do with all this great information? With that in mind, this post identifies actionable information that sports agents can use with minimal investment in both time and money.

First of all, I believe the conference gets misunderstand. It’s not only about the benefits of sports analytics and how teams can gain an edge. It features as much content on sports business and technology as statistics.

Here’s how one sports agent from the past could leverage today’s technology, if he actually existed. Back in 1996, Jerry Maguire had it rough. After SMI fired him, he faced a huge challenge competing with agents like Bob Sugar. Here are three problems he encountered, followed by solutions that didn’t exist 17 years ago.

On a shoestring budget, Jerry found it nearly impossible to generate a positive image for his client Rod Tidwell. Today, Maguire could easily build a website with dynamic content and blog posts that provide insight into the real Rod Tidwell. Jerry’s Twitter account (and Rod’s as well) would link to these updates and share details that never find their way into the mainstream sports media. Best of all, Jerry could automate his tweets with a tool like HootSuite. So he could enjoy a night out with Dorothy while his tweets reach thousands of followers and build Tidwell’s brand.

Maguire struggled to land quality endorsements opportunities for Tidwell. He even placed him in one ad that required sitting atop a camel in the desert. Today, Jerry could use exciting technology like BrandMatch Score, which enables companies to identify their best potential endorsers by measuring campaign specific data, athlete statistics, and consumer perceptions. Representatives from BrandMatch Score explained their tools could also be used by agents to find sponsorships for their clients. 

Unlike larger agencies like Sugar’s SMI, Maguire could not afford to hire experts in areas like sports medicine. Fortunately, tools like Dartfish make it possible for him to compare arm angles for his baseball clients and/or quarterbacks, using nothing but a Smartphone and $5 iPhone app. Future Hall of Famer John Smoltz studied his pitching motion with Dartfish, which helps analyze performance and avoid injuries.

Of course, large sports agencies can also gain an edge technology. The difference today is that all agents can take advantage of these and other amazing tools to even the playing field.

Beyond the Basics: Sports Analytics and Baseball Free Agency

Baseball free agency is an exciting time for players, agents and The Sports Resource. Analytics can highlight a player’s achievements, demonstrate and quantify his value, and show his contribution to the club. Unlike arbitration – a process restricted by specific criteria – free agency packages can also focus on what’s ahead with statistical projections.

Since free agency usually involves changing teams, this may add another level of complexity. But the insight gained from this research pays off both immediately and down the road, when it comes time for the next contract. Context impacts statistics far more than many realize, and joining a new club can dramatically change it.

These four key questions address areas where sports analytics can have a major impact beyond the basic components of a free agency package.

1. How will the level of competition affect your player? We elaborated on the AL East's impact on player statistics in the January 2010 issue of The Sports Resource Newsletter. Fortunately, methods exist to predict the impact of competition changes on individual players.

2. In which ballparks would he excel? Actual performance in different ballparks can be valuable. However, players may lack enough plate appearances to make those statistics meaningful.

Park factors give us an indication of how a player will perform when changing stadiums. Everybody knew that Adrian Gonzalez would benefit from leaving PETCO Park for Fenway Park. But it isn’t always that easy. Park factors vary from year to year largely due to weather patterns. Complicating matters further, many stadiums help certain types of hitters more than others. For example, Minute Maid Park is great for right-handed pull hitters with power, but not nearly as great for lefty home run hitters.

3. What impact will a new lineup have? Hitting in a strong batting order has a positive effect on context-dependent statistics like RBI and runs scored, as well as batting average to a lesser extent.

4. Are the potential new teams over or undervalued? Every player wants to win, so this last question is vital. Team records can prove misleading. So it’s better to examine Pythagorean won-lost records, which project winning percentage based on runs scored and allowed. For example, the Astros went 76-86 in 2010 and finished strong. That made them look like a team poised to turn the corner. However, their Pythagorean record was just 68-94. This makes their poor 2011 performance less surprising.

Five Reasons to Activate Your Sponsorships with Statistics

When fans enter professional sports venues today, they become immersed in technology. While the huge HD video boards grab their attention, they also want unique insight about their favorite team. Diehard fans seek the type of information that only comes from innovative statistical content. So where is it?

In the past year, I have visited numerous NBA, MLB and NFL facilities – including some of the newest and most technologically advanced in the nation – yet not once did they present anything beyond the basic stats.

This is great news for brands looking for creative ways to activate their sponsorships. Fans seek out revealing statistical content. And while teams want to provide it, they may lack the resources or expertise to make that happen.

Here are five reasons why it pays to make creative statistical content part of your sponsorship activation strategy:

1. This approach brings sponsorships to life. Rich statistical content educates fans about the strengths of their favorite team and its players, and sends a crystal clear message. The right metrics won’t confuse fans at all, but build on their connection to both the sponsor and property.

2. Innovative statistical content is ideal for social media. Besides gaining exposure on the video boards, sponsors can also deliver a powerful message in 140 characters, whether by text, Facebook, Twitter or all three mediums. Since fans following a team via social media tend to be its most loyal enthusiasts, brands connect directly to them. Of course, the content must have value.

3. Creative sports statistics are sticky: they get repeated over and over.

4. It is cost effective. Putting such a plan in place will fit well within your activation budget. Brands get ROI for a fraction of what other methods deliver.

5. Analytics tell a great story. Much of the sports industry has yet to discover this. So if you’re looking for fresh ideas, why not make them part of your brand’s story?

Activating sponsorships in this way requires the right content and approach to make it happen. And The Sports Resource has that covered.

Steve Fall's business The Sports Resource has provided NBA, MLB and NFL agents with sports analytics consulting since 1997. Agents use his statistical packages to build player value for contract negotiations, free agency, arbitration and the draft. Last year alone, he worked on over $335 million in contracts. His analytical tools also help companies activate their sports sponsorships.