The way we watch, engage, and interact with our favourite sports clubs is undergoing a seismic shift. Recent UK research suggests that data will now have a more important role in fan engagement than ever before. In this article, we take a closer look at what this means for sports clubs serious about future-proofing their strategy to attract and retain loyal fans.

Matchday may be the ‘pinnacle’ for sports fans, but for sports clubs, the real battleground is that period between...