SPORTS MANAGEMENT EMPOWERED BY DATA ANALYTICS

Abstract

Rapid technological advances in the sports industry require the inclusion of technology in sports management in a way that will enable sports clubs and organizations to work more efficiently and make strategic decisions within today's processes. These advances have accelerated the integration of advanced technologies, especially data analytics, into sports management. The purpose of this research is to examine sports management strengthened by data analytics. In the research, the document analysis method was preferred by focusing on the qualitative research methodology. During the research process, firstly, academic articles, theses, journals, newspapers and book documents related to sports management and data analytics were accessed and their originality was checked. The obtained data was interpreted and the importance and effects of data analytics in sports management were evaluated. Data analytics increases decision-making processes and workload efficiency in the field of sports management, while providing significant advantages to sports organizations by accelerating strategy development, data collection and analysis processes. At the same time, it has been determined that detailed analysis of training data allows athletes to improve their performance and reduce injury risks. In addition to the opportunities offered by data analytics, problems such as lack of experienced employees, data processing problems, weak data warehouse architecture, deficiencies in data quality, privacy, security and leakage of sensitive information have been identified. In conclusion, technological advances in data analytics are making significant contributions to the overall development of the sports industry by enabling more robust data-driven decisions in all areas of sports. These technological advances will become more widespread and developed in the future, increasing the effectiveness and efficiency of sports management.