Data and AI Bring Moneyball Methods to Level the Sports Marketing Playing Field

Social media, search and other fan-focused analytics take the guesswork out of ads and sponsorships

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About 20 years ago, Oakland A’s general manager Billy Beane used data and statistics to help his low-revenue team keep pace with wealthier competitors, making for a stronger roster. The resulting success inspired Michael Lewis’ bestselling book Moneyball, which in turn led to Brad Pitt portraying Beane in the film adaptation. 

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This story first appeared in the Nov. 1, 2021, issue of Adweek magazine. Click here to subscribe.

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