ABSTRACT
Though sport analytics is rarely addressed in sport communication texts, this chapter is dedicated to sport analytics, which has become an essential aspect of sport communication. The chapter defines sport analytics, describing its several benefits and the attributes of organizations that focus on the use of analytics. It then identifies the importance of analytics in sport management communication, media communications, and in secondary sport industries such as fantasy sport and sport gambling. A final section of the chapter provides examples of analytics used in the National Hockey League and in professional tennis.
