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. 

Beane’s analytics methods, which used combinations of stats to find low-priced athletes whose performance exceeded their costly superstar peers, helped level the playing field in professional sports.



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