ABSTRACT
In recent years, sport fans’ consumption habits have changed dramatically with the increased availability and use of the internet. These changes are not only about cord-cutting and moving towards over-the-top sources. Today, sport fans rely on the internet for sport content and news, to engage with athletes and sport teams via social media, and for purchases whether it is tickets, merchandise or online access to games. These changes made digital media and services important parts of marketing, and analytics have been integrated in evaluation of digital marketing. This chapter will cover the use of analytics in email and social media marketing, and website analytics, while also providing some examples.
