by Eric Marturano
For the past 8 years, I've been attending the MIT Sloan Sports Analytics Conference. I started going back in 2014, when I was a senior at Boston College (and called color & play-by-play for the football and men’s basketball teams on WZBC student radio). Since then, I haven’t stopped going – and for good reason. The MIT Sloan Sports Analytics Conference is not only a super-fun event but an annual excuse for me to visit some friends who have been stranded in the terrible town of Boston.
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| The 2022 MIT Sloan Sports Analytics Conference kicks off in person for the first time in 2 years! |
I'm very glad I actually got to take the trip this year. Last year was a bit different - you can read about that suprisingly positive virtual experience here.
Even better - I'm back in sports market research for this go-around with a team of incredible co-workers. Shameless plug: If you have sports-related research needs, drop me a line! (email: eric.marturano@marketcast.com)
Before I dive into my personal itinerary for the duration of the conference, I want to mention that many of the panels & sessions can all be be found on video here in the next few weeks. The agendas for each day can be found here. As an attendee, I very much appreciate that the conference records many of the sessions since occasionally there will be conflicting panels of interest. I also did a TL;DR version of the below in a live-tweet thread, so feel free to check that out if you hate reading.
Thursday March 3, 2022
I woke up early, got my son Marco out to daycare, bid my wife Erin goodbye, & headed to 30th Street train station in Philadelphia for my train to Boston. Got a little bit of work done on good old Amtrak and arrived in Boston around 3:30pm. I'm staying with my friends Joe & Alyson in Brookline, so a nice easy T-ride or Uber to Hynes Convention Center.
After the game, the players & coaches recapped what could have been and discussed how to improve strategies for communication for future games. Jennifer & Ella seemed to be a little more in-sync than Robert & Daryl, which was a primary reason why they were able to win the game and manage their time effectively vs. their opponent. They then continued a larger discussion about where chess is going, the differences between machines & human players, and generally shared in admiration for chess grandmaster Magnus Carlsen when discussing who the GOAT chess player may be.
Sam Rubinroit of the NFL mentioned how the league has experimented with "virtual commemorative tickets" this year, in an effort to replace the "box under your bed" with all your favorite tickets in it as we move into a mobile ticketing / digital era. As a fan who saves physical commemorative things - movie stubs, tickets, etc. - I appreciate the NFL's broad-base approach even in language by intentionally using words I'm familiar with (virtual commemorative ticket) vs. an acronym I'm less familiar with. I'm definitely not NFT savvy, so meeting fans like me where I'm at is important to get buy-in and education in this space. It will be fascinating to see how it grows in sports (and which few of the many NFT projects out there stick around).
Michael preached meeting the fans "where they're at" and focusing on improving the experience beyond the arena. As a longtime fan I believe the NBA has done an excellent job with this already and it's awesome to hear they plan to do more of it. Ball is life, after all.
Friday March 4, 2022
After spending the evening with friends, I got up early to head to Hynes Convention Center - thankful for the coffee & breakfast provided at the conference. After welcome remarks from Jessica Gelman (KAGR), Daryl Morey (76ers), & David Schmittlein (MIT Sloan), we were ready for Day 1! I particularly enjoyed Daryl's shirt, featuring newly acquired Sixer & NBA 75th Anniversary Team member James Harden:
The best advice from this session? "Don't invest in your own company's stock (i.e., bet on your favorite team)." I've sadly broken that rule plenty of times. Might be time to quit while I'm behind.
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| Daryl Morey sports a James Harden shirt at MIT SSAC 22 |
8:30-9:30am Disrupting, Reimagining, & Crushing It!: A Conversation with Michael Rubin and Gary V
Speaker(s): Jessica Gelman, Michael Rubin, Gary Vaynerchuk
Description: Serial entrepreneurs Michael Rubin and Gary Vaynerchuk are two of the most prolific disruptors in sports and entertainment. From an early embrace of technology and a focus on how customers want to engage with sports, Michael and Gary have rewritten the ecommerce, social media, and now NFT landscape while growing global brands and movements. Their shared drive for embracing the “new” has led both entrepreneurs into the NFT world and to each other with the creation of Candy Digital, a next-generation digital collectible company. Join Michael and Gary as they sit down with Jessica Gelman to discuss how the blueprint for succeeding in business has changed over time and how technological innovations are on the horizon will upend the sports ecosystem.
Description: Serial entrepreneurs Michael Rubin and Gary Vaynerchuk are two of the most prolific disruptors in sports and entertainment. From an early embrace of technology and a focus on how customers want to engage with sports, Michael and Gary have rewritten the ecommerce, social media, and now NFT landscape while growing global brands and movements. Their shared drive for embracing the “new” has led both entrepreneurs into the NFT world and to each other with the creation of Candy Digital, a next-generation digital collectible company. Join Michael and Gary as they sit down with Jessica Gelman to discuss how the blueprint for succeeding in business has changed over time and how technological innovations are on the horizon will upend the sports ecosystem.
Reaction: This panel was an awesome way to kickoff the conference. As a Sixers season-ticket holder, I'm quite familiar with Michael Rubin (co-owner of the team) & his business Fanatics, and he's always a fun interview. Gary Vaynerchuk didn't disappoint either - he & Michael weaved humor and insight throughout their conversation with Jessica Gelman. A particularly funny moment was Gary goading Michael into agreeing to do a pay-per-view basketball game vs. DJ Khaled. Let's make it happen!
Both Gary & Michael compared the current NFT market to the 2000s Internet Bubble, in that the sheer volume of short-term gain decisions being made throughout the marketplace are likely to cause 90% of NFT projects to crash to $0. This made a lot of sense to me - it seems like every day there is a new NFT project coming across my timeline on Twitter. They can't all be winners. Best be careful when choosing to buy one of these digital assets.
Both Gary & Michael compared the current NFT market to the 2000s Internet Bubble, in that the sheer volume of short-term gain decisions being made throughout the marketplace are likely to cause 90% of NFT projects to crash to $0. This made a lot of sense to me - it seems like every day there is a new NFT project coming across my timeline on Twitter. They can't all be winners. Best be careful when choosing to buy one of these digital assets.
As a market researcher with expertise in both qualitative (unstructured discussions with few) & quantitative (structured surveys to many) methodologies, I particularly appreciated Gary's emphasis on the importance of qualitative data (news, comments, discussions) in addition to quantitative (numbers, prices) in his efforts to "day trade the public's attention successfully". When trying to answer a question or understand something, incorporating a diverse set of data is critical. There's an old story about 3 blind men & and elephant - one is touching the trunk and believes the animal is snake, one is touching the leg and believes he is touching a tree trunk, one is touching its side and believes he is touching a brick wall. I've found data analysis can often be like that - hence the importance of getting as full a picture of possible from as many angles as one can when looking to answer a research question.
Towards the end of the conversation, Michael Rubin made a fairly bold claim: he believes that Fanatics can potentially "be the #1 player in the sports betting space in 10 years". I found this surprising, as Fanatics currently has no sports gambling product - but I agree with Michael's notion that there's likely a fit with Fanatics, a company that seemingly owns the team branded sports apparel space. He's seemingly willed Fanatics and other endeavors to great success, so I wouldn't bet against him.
9:45-10:45am Asset Pricing and Sports Betting - Special Research Presentation
Speaker(s): Dr. Toby Moskowitz
Description: Two unique features of sports betting markets provide an informative laboratory to test behavioral theories of cross-sectional asset pricing anomalies: 1) the bets are idiosyncratic, having no systematic risk exposure; 2) the contracts have a known and short termination date where uncertainty is resolved that allows mispricing to be detected. Analyzing more than one hundred thousand contracts spanning almost three decades across four major professional sports (NBA, NFL, MLB, and NHL), there is strong evidence of momentum and weaker evidence of value effects that move prices from the open to the close of betting, which are then completely reversed by the game outcome. These findings are consistent with delayed overreaction theories of asset pricing, and are inconsistent with underreaction or rational pricing. In addition, a novel implication of overreaction uncovered in sports betting markets is shown to also predict returns in financial markets, where momentum is stronger and value is weaker when information is more uncertain. Despite evidence of mispricing, the magnitudes of momentum and value effects in sports betting markets are much smaller than those in financial markets, and are not large enough to overcome transactions costs, which prevent them from being arbitraged away
Description: Two unique features of sports betting markets provide an informative laboratory to test behavioral theories of cross-sectional asset pricing anomalies: 1) the bets are idiosyncratic, having no systematic risk exposure; 2) the contracts have a known and short termination date where uncertainty is resolved that allows mispricing to be detected. Analyzing more than one hundred thousand contracts spanning almost three decades across four major professional sports (NBA, NFL, MLB, and NHL), there is strong evidence of momentum and weaker evidence of value effects that move prices from the open to the close of betting, which are then completely reversed by the game outcome. These findings are consistent with delayed overreaction theories of asset pricing, and are inconsistent with underreaction or rational pricing. In addition, a novel implication of overreaction uncovered in sports betting markets is shown to also predict returns in financial markets, where momentum is stronger and value is weaker when information is more uncertain. Despite evidence of mispricing, the magnitudes of momentum and value effects in sports betting markets are much smaller than those in financial markets, and are not large enough to overcome transactions costs, which prevent them from being arbitraged away
Reaction: I'm a longtime fan of behavioral economics - a field in which gambling experiments have been famously utilized. Also, some of my clients are sports betting operators (and I like to occasionally gamble myself). Naturally, this presentation by Dr. Toby Moskowitz was a must-see for me.
I won't restate his findings too much - you can read his papers in full here and here - but the key takeaways were that in the betting market, momentum (i.e., winning streaks) strongly relate to price movements (betting lines), which can lead to overreactions & mispricing. My take is that may be some opportunity for a savvy bettor to exploit a what they believe to be a mispriced team on a win streak...but proceed cautiously.
Additionally, moneyline gamblers seem to love risk to the point where they'll bear a diminishing marginal cost to seek it - this is evidenced by the "Favorite-Longshot Bias", a phenomenon where the returns to betting on a longshot (high payoff with low probability) are substantially lower on a marginal basis than the returns to betting on a favorite (low payoff with high probability). Meanwhile, spread gamblers don't appear to be the same type of bettor, as they appear less susceptible to this behavior, evidenced by the graph below. The rub is that, while not much "fun" to bet on in terms of risk/thrill, favorites rule the day in terms of returns:
Additionally, moneyline gamblers seem to love risk to the point where they'll bear a diminishing marginal cost to seek it - this is evidenced by the "Favorite-Longshot Bias", a phenomenon where the returns to betting on a longshot (high payoff with low probability) are substantially lower on a marginal basis than the returns to betting on a favorite (low payoff with high probability). Meanwhile, spread gamblers don't appear to be the same type of bettor, as they appear less susceptible to this behavior, evidenced by the graph below. The rub is that, while not much "fun" to bet on in terms of risk/thrill, favorites rule the day in terms of returns:
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| Underdog moneylines may be fun...but in the long-run they're an expensive indulgence! |
The best advice from this session? "Don't invest in your own company's stock (i.e., bet on your favorite team)." I've sadly broken that rule plenty of times. Might be time to quit while I'm behind.
11:00am-12:00pm The Reformation of the NCAA: The Impact of New Legislation, Re-Alignment, and NIL
Speaker(s): Val Ackerman, Elizabeth Lindsey, Amy Privette Perko, Michele Steele
Description: While 2020 saw college sports scrambling through the pandemic, 2021 brought about a flurry of changes that reshaped the landscape of college sports. Massive changes to the NIL rules have resulted in college football recruit Travis Hunter receiving $1.5M before he even enrolls at Jackson State, Texas and Oklahoma signaled they are going to make the jump to the SEC in another conference realignment move, and the new NCAA constitution enacted in January gives significantly more autonomy to divisions to develop their own policies. As a result of these changes, schools have an entirely different regime to navigate heading into the next decade. Will there be a super division? How will the concept of scholarships be altered? Which athletes will reap the rewards? Will we still see an overhaul of the college football playoffs? What will the NIL rules mean for the Olympics? This panel brings together the key leaders from different areas of the college ecosystem, including schools, conferences, agencies, and advocacy groups to discuss all of the massive recent changes, and to answer the ultimate question: What is the future of college sports?
Description: While 2020 saw college sports scrambling through the pandemic, 2021 brought about a flurry of changes that reshaped the landscape of college sports. Massive changes to the NIL rules have resulted in college football recruit Travis Hunter receiving $1.5M before he even enrolls at Jackson State, Texas and Oklahoma signaled they are going to make the jump to the SEC in another conference realignment move, and the new NCAA constitution enacted in January gives significantly more autonomy to divisions to develop their own policies. As a result of these changes, schools have an entirely different regime to navigate heading into the next decade. Will there be a super division? How will the concept of scholarships be altered? Which athletes will reap the rewards? Will we still see an overhaul of the college football playoffs? What will the NIL rules mean for the Olympics? This panel brings together the key leaders from different areas of the college ecosystem, including schools, conferences, agencies, and advocacy groups to discuss all of the massive recent changes, and to answer the ultimate question: What is the future of college sports?
Reaction: This panel was excellent. Name, Image, & Likeness (NIL) is new in college sports and, as many panelists pointed out, this has created a "wild-west" type situation for athletes, teams, conferences, sponsors, agencies, and anyone else involved with the NCAA. The good news is athletes can now profit in a landscape where until now they were unable to do so.
For sponsors & agencies, it's probably the most straightforward in terms of goals: Elizabeth Lindsey (of Wasserman, an agency which works with many athletes & their sponsors), looks at NIL college athlete deals similar to other work: the goals being "what's the audience, are you reaching the audience, and are you moving that audience through the funnel."
The funnel is what's known in sports (and all) sponsorship as the movement of fans (customers) from awareness of a product all the way to purchase & advocacy. I often work on sponsorship impact studies which help teams & leagues do just that with their sponsors. Here's an illustration of that ultimate journey - one you may have taken yourself with a particular favorite brand:
Navigating NIL is more murky for the governing entities of teams & conferences. As time goes by, a more clear picture should come into focus.
12:15-12:45pm Acceleration of Fan Insights: How the Philadelphia 76ers & New Jersey Devils Innovate with Data Presented by KAGR
Speaker(s): Niyanth Anand
Description: The effects of COVID on sports fans and live events have altered the revenue strategy and emphasis around data acquisition for Harris Blitzer Sports & Entertainment (holding company for Philadelphia 76ers & New Jersey Devils).
Description: The effects of COVID on sports fans and live events have altered the revenue strategy and emphasis around data acquisition for Harris Blitzer Sports & Entertainment (holding company for Philadelphia 76ers & New Jersey Devils).
Reaction: This presentation was a particular favorite of mine, as I met Niyanth (the presenter) at this very conference 2 years ago, just before COVID shut the world down. At that time, Niyanth had just started with the Sixers - fast forward 2 years later & he's giving a presentation at Sloan on the team's behalf! Very cool. On my end of things, the Devils are a client, so it was great to see how they use other data sources to further leverage the survey data & insights they get from us at MarketCast.
Niyanth outlined how the Sixers & Devils (both owned by HBSE) use multiple data sources to provide actionable insights to their social & marketing teams in order to better serve fans. Data sources used included survey data, the plethora of information available via KAGR's warehouse, as well as various data appends. Jessica Gelman, co-founder of the SSAC, is the CEO of KAGR - and leveraging their data in addition to other sources has enabled the Sixers & Devils to automate data processing, meaning Niyanth & team have much more time for data analysis.
Two case studies were shared - the first being how the Sixers used a data-driven approach to enhance their digital content & the second being how the Devils used fan segmentation to improve how they market directly to fans. Key findings for the Sixers case study included the success of tweets negatively correlating with their length (short tweets = good), injecting levity to social posts when trailing opponents, and using artificial intelligence to auto-tagged images and better analyze engagement & sentiment by player on Instagram.
For the Devils case study, at least 6 fan types rose out of the cluster analysis - as did at least 6 strategies of how to better reach them. Through this, they were able to fine-tune communications to each group and see positive results. It was awesome to hear both of these case studies for two organizations that I've had plenty of personal interaction with.
1:00-2:45pm Chess Hand and Brain Exhibition / Chess and Machines: The Future of the World's Oldest Game
Speaker(s): Robert Hess, Daryl Morey, Danny Rensch, Jennifer Yu, Ella Papanek
Description: There was a time when people were saying that chess engines had ruined the game. Draws were at an all-time high and players adopted a conservative approach that mirrored engines and lacked imagination. Many thought it was time for chess to pivot to alternative versions (i.e. Chess 940). Now, a new crop of players that grew up with the engines is at the forefront of the game, embracing tactics disregarded by engines and traditional wisdom. As algorithms have pointed to new and exciting strategies that keep chess fresh, where is the game heading and what can other sports in need of reinventing learn from chess?
Description: There was a time when people were saying that chess engines had ruined the game. Draws were at an all-time high and players adopted a conservative approach that mirrored engines and lacked imagination. Many thought it was time for chess to pivot to alternative versions (i.e. Chess 940). Now, a new crop of players that grew up with the engines is at the forefront of the game, embracing tactics disregarded by engines and traditional wisdom. As algorithms have pointed to new and exciting strategies that keep chess fresh, where is the game heading and what can other sports in need of reinventing learn from chess?
Reaction: A cool exhibit added this year, as America continues to catch the chess fever that Netflix's Queen's Gambit kicked off, was a live hand and brain chess game, featuring Daryl Morey & Ella Papanek as players coached by Robert Hess & Jennifer Yu (respectively).
The way hand and brain games work is that the coach can say a piece type (i.e., "Pawn") to help provide a hint to the player for what they should do next. This made for a pretty entertaining match, especially with commentary from Danny Rensch (of Chess.com). It was the perfect sort of place for me to relax, learn, & enjoy lunch.
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| Team Daryl & Robert take on Team Ella & Jennifer in chess |
After the game, the players & coaches recapped what could have been and discussed how to improve strategies for communication for future games. Jennifer & Ella seemed to be a little more in-sync than Robert & Daryl, which was a primary reason why they were able to win the game and manage their time effectively vs. their opponent. They then continued a larger discussion about where chess is going, the differences between machines & human players, and generally shared in admiration for chess grandmaster Magnus Carlsen when discussing who the GOAT chess player may be.
2:45-3:45pm The Future of the Fan
Speaker(s): Jessica Gelman, Paul Caine, Tom Garfinkel, Kim Pegula, Abe Madkour
Description: A sports fan is an enthusiastic devotee with an intense, and occasionally overwhelming, enthusiasm. Sports continue to dominate our mindshare, whether that be watching, reading, listening, or playing. This past year led to some of the most significant disruption of fandom from sports consumption to interactivity via NFTs and gambling to an ever-evolving game-day experience. With more ways to consume sports than ever before, what is the future of the fan? Is it at home with AR/VR, or is it an interactive and high-tech experience at venues? Is it more of a premium offering, or a simple get in the door membership at events? Is the season ticket dead, or will loyalty programs be even more critical moving forward? This panel brings together industry thought leaders who are leading change through entertainment, content, experiences, data, and fan interactivity. What fans want is changing - hear from those changing the game on their behalf.
Description: A sports fan is an enthusiastic devotee with an intense, and occasionally overwhelming, enthusiasm. Sports continue to dominate our mindshare, whether that be watching, reading, listening, or playing. This past year led to some of the most significant disruption of fandom from sports consumption to interactivity via NFTs and gambling to an ever-evolving game-day experience. With more ways to consume sports than ever before, what is the future of the fan? Is it at home with AR/VR, or is it an interactive and high-tech experience at venues? Is it more of a premium offering, or a simple get in the door membership at events? Is the season ticket dead, or will loyalty programs be even more critical moving forward? This panel brings together industry thought leaders who are leading change through entertainment, content, experiences, data, and fan interactivity. What fans want is changing - hear from those changing the game on their behalf.
Reaction: I wish I got to see more of this panel in the moment, but a couple work activities came up that interrupted my ability to fully pay attention/attend. Thankfully, Sloan records most panels and posts the ones on the main stage here (this panel starts around 1:19:00) and was able to catch up with a re-listen. Definitely take the time to browse these totally free videos - the content out of Sloan is awesome!
Anyway, what stuck out to me most in the first go-around was a discussion about gambling as part of the future for fans. Tom Garfinkel (CEO, Dolphins) was describing how cool it was to witness live-betting in-stadium. As a fan, I've definitely done my fair share of live-betting, but the in-stadium experience can be hit-or-miss. The key? Speed & strong wi-fi. Look for those infrastructural investments to increase as the popularity of sports betting does at stadiums.
What stuck out to me on a re-listen on my train ride home from Boston (as I write this), was something Jessica Gelman raised almost immediately: how COVID's forcing of mobile ticketing rapidly has improved in-stadium experiences for fans. I certainly felt this as a Sixers season ticket-holder, last season & already this season. The game experience is better. Mobile ticketing allows teams to know exactly who is coming to games/how frequently and when combined with other fan data in a CRM allows teams to create unique and positive experiences. It will be fascinating to watch how this unexpected - but now permanent - switch to 100% mobile ticketing will continue to drive better fan experiences.
With my phone & computer running low on batteries, I used the next hour to take advantage of the charging station area at the conference (extremely thankful for that!) and use that time to continue working.
5:15-6:15pm From NBA 75 to Basketball 100: The Future of the Game
Speaker(s): Sue Bird, Tom Haberstroh, Daryl Morey, JJ Redick, Mike Zarren
Description: This year marks the NBA's 75th anniversary. In the last three-quarters of a century, the game has evolved in such a way that even James Naismith might not recognize it. While there have been some massive overhauls – from the merger of the ABA and NBA in 1976 to the introduction of the three-point line in 1979 – the NBA product has changed each year, most recently with the play-in game playoff format. It is inevitable that the game will continue to change. But how? Is the 4 point line a realistic next step? Will teams have a spot for traditional centers? Will we continue to see the rise of international superstars like Luka and Giannis? Will the WNBA continue to grow at a historic pace? What will the competitive advantage of the next dynasty be? Will the mid-range shot be extinct? Join our panel of expert basketball minds as they opine on the future of the game.
Description: This year marks the NBA's 75th anniversary. In the last three-quarters of a century, the game has evolved in such a way that even James Naismith might not recognize it. While there have been some massive overhauls – from the merger of the ABA and NBA in 1976 to the introduction of the three-point line in 1979 – the NBA product has changed each year, most recently with the play-in game playoff format. It is inevitable that the game will continue to change. But how? Is the 4 point line a realistic next step? Will teams have a spot for traditional centers? Will we continue to see the rise of international superstars like Luka and Giannis? Will the WNBA continue to grow at a historic pace? What will the competitive advantage of the next dynasty be? Will the mid-range shot be extinct? Join our panel of expert basketball minds as they opine on the future of the game.
Reaction: The Future of Basketball panel every year is always a treat. Sue Bird, Daryl Morey, and Mike Zarren are familiar faces for this topic, but I'd be lying if I failed to give JJ Redick credit for stealing the show. He was absolutely hilarious. Definitely worth re-watching this one for any hoops fan here(3:51:00 mark) for the laughs alone. I won't spoil this one too much for you because if you love basketball, you'll want to listen to their words in full, not read mine.
A few Sixers-fan centric highlights, since this featured both the team's current Pres. of BBall Ops & a former player:
- Redick shed some light on his penchant for off-balance 3s in Philly: “My last year in Philly, our analytics guy came to me & the prior year I shot ~50% on midrange pull-ups and like 42% on 3s. He said if I took side-step 3s rather than midrange, [it might be a better play]"
- Morey believes that the steals stat could increase greatly in our lifetime. As someone who also watches Matisse Thybulle jump lanes & pick-pockets on a regular basis, I'd have to say I agree!
- An all-time quote from Morey regarding drafting: "The one rule about drafting is there is never a rule that is 100% right". Love this one!
After Day 1 of the conference, I wrapped up what I needed to from work perspective, and then enjoyed a late dinner with friends before resting up for Day 2.
Saturday March 5, 2022
After getting some rest, I got up slightly-less early to head to Hynes Convention Center - still very thankful for the coffee & breakfast provided at the conference. Day 2 at Sloan is always a bit more casual & relaxed day, given it's a Saturday.
8:30-9:30am On a Finger Roll: Where the Basketball Analytics Movement Goes Next
Speaker(s): Kevin Arnovitz, Katherine Evans, Allison Feaster, Kirk Goldsberry, Haralabos Voulgaris
Description: The NBA analytics revolution has happened: big men are shooting more three-pointers, mid-range shots have declined, and smallball lineups have seen their heyday. Now, the pace of change is slower; in fact, the number of made three-pointers and number of free-throws per game has actually declined this year. How is analytics movement evolving and why? This panel brings together high-profile figures in the basketball analytics community to discuss what further insights can be derived from the ever-increasing amounts of data available to teams.
Description: The NBA analytics revolution has happened: big men are shooting more three-pointers, mid-range shots have declined, and smallball lineups have seen their heyday. Now, the pace of change is slower; in fact, the number of made three-pointers and number of free-throws per game has actually declined this year. How is analytics movement evolving and why? This panel brings together high-profile figures in the basketball analytics community to discuss what further insights can be derived from the ever-increasing amounts of data available to teams.
Reaction: Day 1 for me ended with basketball, so naturally that's how I had to start Day 2. The basketball analytics panel is another Sloan staple & it's crazy to think how far it's come even during the 8 years I've been attending the conference.
The early focus in this conversation was the obvious shift and charge towards analytics in biomechanics, which Kirk Goldsberry emphasized requires trust to be built (and even regained) between data analysts & players. Key to (re)building & nurturing those relationships are "conduits" such as Celtics VP of Player Development Allison Feaster who can liaise in an emotionally intelligent way between those gathering the insights (analysts) and those actually putting them into action (players).
Findings are worthless if they can't be communicated in a way that will be heard & trusted - and any foray into datasets that involve medical records is going to require a lot of both.
9:45-10:45am Transgender Athletes: A Conversation led by Malcolm Gladwell on Data and Participation Policy
Speaker(s): Katie Barnes, Malcolm Gladwell, Joanna Harper, Ross Tucker
Description: Data brings important insights to better ground discussions, especially the conversation of transgender athletes. Transgender athletes are increasingly competing at the highest levels, raising the need for data to define fair play. More nuanced discussions around regulation, legislation, and overall competition are becoming commonplace. Recently, the IOC released new guidelines on Olympic participation and US states have shifted their policy under the Biden Administration further resurfacing tough conversations. Access to sports is vital for key learnings: experiencing a team, the empowerment one feels in times of triumph, and the lessons we learn in times of failure. Join Malcolm Gladwell as he leads a conversation on the path forward for the inclusion of transgender athletes in sports.
Description: Data brings important insights to better ground discussions, especially the conversation of transgender athletes. Transgender athletes are increasingly competing at the highest levels, raising the need for data to define fair play. More nuanced discussions around regulation, legislation, and overall competition are becoming commonplace. Recently, the IOC released new guidelines on Olympic participation and US states have shifted their policy under the Biden Administration further resurfacing tough conversations. Access to sports is vital for key learnings: experiencing a team, the empowerment one feels in times of triumph, and the lessons we learn in times of failure. Join Malcolm Gladwell as he leads a conversation on the path forward for the inclusion of transgender athletes in sports.
Reaction: This panel probably dealt with one of the more controversial topics in sports (and broader news) at the moment, which is defining fair play for transgender athletes. I would encourage anyone reading this to listen in here (1:22:00 mark) as each panelist spoke much more eloquently on this topic than I could.
What I appreciated most was a nuanced & respectful discussion centered on a common goal of a finding safe, fair, and inclusive solution for people of all gender identities to participate and compete in sports. I was relieved to know healthy & honest discourse was still alive and well between people with opposing viewpoints, because looking around news & social media these last 10 years or so would certainly indicate otherwise. The optimal solution is likely different on a sport-by-sport (as well as pro/am/rec level-by-level for each sport) basis for how to best to create safe, fair, and inclusive environments for everyone interested in competition.
With minds like this panel on the case and more and more data being gathered on transgender athletes, I'm hopeful for a future that allows all people to participate in the joy of sports competition.
11:00am-12:00pm NFTs, Ownership, and Utility: Outlining the Path Forward for Digital Assets
Speaker(s): Rachel Jacobson, Mickey Maher, Daryl Morey, Sam Rubinroit
Description: NFTs have redefined asset ownership - for the first time, people can rightfully claim their stake in digital assets. Brands have created NFT sneakers for people to collect and trade while on the metaverse platforms like Decentraland and Sandbox, people can buy, sell, and rent virtual plots of land. Games such as Axie Infinity even allow users to earn money from their owned in-game assets. The promise of NFTs already upended many established industries and has set its sights on truly transforming the sports world. This panel brings together leaders from Dapper Labs, Ticketmaster, The National Football League, and the Drone Racing League to discuss the future of NFTs and the impact they will have on the sports world.
Description: NFTs have redefined asset ownership - for the first time, people can rightfully claim their stake in digital assets. Brands have created NFT sneakers for people to collect and trade while on the metaverse platforms like Decentraland and Sandbox, people can buy, sell, and rent virtual plots of land. Games such as Axie Infinity even allow users to earn money from their owned in-game assets. The promise of NFTs already upended many established industries and has set its sights on truly transforming the sports world. This panel brings together leaders from Dapper Labs, Ticketmaster, The National Football League, and the Drone Racing League to discuss the future of NFTs and the impact they will have on the sports world.
Reaction: This panel came with its own nifty giveaway - an NFT, courtesy of panel sponsor Ticketmaster. I downloaded mine and am happy to show off proof that "I was there" here. I took a picture of it below as well, so I could show you it within this blog too. Mickey Maher succinctly explained the difference, for all you "right-clickers" out there. Owning an NFT is akin to owning a trading card - the material it's literally on is blockchain/cardboard. Right-click/save-as'ing an NFT is thus akin to taking a picture of a trading card. It's not the actual item, even though it contains the same image. I found this analogy helpful for a concept that usually takes more words to explain (and even then can seem a bit nebulous by virtue of being digital):
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| Here's a picture of my NFT. Note that the picture is actually not the NFT. |
Sam Rubinroit of the NFL mentioned how the league has experimented with "virtual commemorative tickets" this year, in an effort to replace the "box under your bed" with all your favorite tickets in it as we move into a mobile ticketing / digital era. As a fan who saves physical commemorative things - movie stubs, tickets, etc. - I appreciate the NFL's broad-base approach even in language by intentionally using words I'm familiar with (virtual commemorative ticket) vs. an acronym I'm less familiar with. I'm definitely not NFT savvy, so meeting fans like me where I'm at is important to get buy-in and education in this space. It will be fascinating to see how it grows in sports (and which few of the many NFT projects out there stick around).
12:00-12:30pm Lessons Learned from The Harlem Globetrotters Rebrand
Speaker(s): Sunni Hickman
Description: Delivered in a case study format, the session will share how Sunni Hickman, VP of Marketing and Sales for the Harlem Globetrotters, brought in masters of basketball culture, Black excellence, and live show punch to create an entirely new Globetrotters experience. She’ll share how you can apply similar rebranding tactics to drive renewed loyalty and engagement with your target audience. After this session, attendees will be able to: recognize the ways in which culture can be woven through every aspect of a branding campaign in a meaningful and impactful way, strategize digital initiatives that create authentic connections between brands and audiences/consumers, understand your brand purpose (why), and commit yourself to the right audience (who) can change the game.
Description: Delivered in a case study format, the session will share how Sunni Hickman, VP of Marketing and Sales for the Harlem Globetrotters, brought in masters of basketball culture, Black excellence, and live show punch to create an entirely new Globetrotters experience. She’ll share how you can apply similar rebranding tactics to drive renewed loyalty and engagement with your target audience. After this session, attendees will be able to: recognize the ways in which culture can be woven through every aspect of a branding campaign in a meaningful and impactful way, strategize digital initiatives that create authentic connections between brands and audiences/consumers, understand your brand purpose (why), and commit yourself to the right audience (who) can change the game.
Reaction: This was an excellent presentation, largely because Sunni Hickman was such an energetic and passionate presenter. I personally enjoyed it because the Globetrotters utilized intercept research - something I'm pretty familiar with in my line of work - to collect data, find stories & insights and then kickstart their rebranding effort. That is, they collected data onsite with real attendees of events.
It was awesome to hear how the Globetrotters "spread" campaign - spread respect, spread game, spread love - and new look has been resonating with fans. I was glad to learn that so much feedback came via QR codes of attendees (and may look for opportunities to employ QR tactics in my own future onsite research). It's wild how one unintended effect of COVID protocol was the wide adoption of QR codes - tools that have been around for a while but not widely used.
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| The new look for the Harlem Globetrotters! |
When my kids get a little older (16 months currently & another coming in June), I look forward to taking them to a fully rebranded Harlem Globetrotters game. In the meantime, I'll be browsing some of this cool new-look gear online.
1:00-1:30pm How the NBA has Evolved Data Strategy to Serve the Broadening Definition of Membership
Speaker(s): Michael James
Description: The pace with which fans have demanded new and different ways to engage with their favorite teams and leagues has rapidly accelerated in recent years. Learn how the NBA has grown its data strategy to support a growing product set and in so doing has evolved its thinking beyond the traditional definition of what it means to be a member.
Description: The pace with which fans have demanded new and different ways to engage with their favorite teams and leagues has rapidly accelerated in recent years. Learn how the NBA has grown its data strategy to support a growing product set and in so doing has evolved its thinking beyond the traditional definition of what it means to be a member.
Reaction: This one was another treat, as I was able to enjoy it both professionally & personally. Professionally, as a market researcher who has managed team survey data utilized by many NBA teams & the league office and personally, as a season-ticket holder and fan. It was nice to hear that us STH's are still at the center of the business, even as membership and the concept of what a fan is from a business perspective widens to include more avenues for how fans access the game:
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| STHs are key, but there's a wide world of fans out there to meet |
Michael preached meeting the fans "where they're at" and focusing on improving the experience beyond the arena. As a longtime fan I believe the NBA has done an excellent job with this already and it's awesome to hear they plan to do more of it. Ball is life, after all.
2:00-3:00pm A 1-on-1 with Calvin Johnson and Bomani Jones
Speaker(s): Calvin Johnson, Bomani Jones
Description: On the football field, Calvin Johnson took the world by storm; his nine-year career in Detroit ended with his donning a gold jacket in Canton. But since retirement, Calvin has also stood out in the business world, launching a cannabis company and partnering with Harvard to research its impact on CTE. Join Calvin as he sits down with Bomani Jones for a deep-dive into the world of cannabis and athletes' role in its proliferation; how Calvin's football career helped him succeed in the business world; and a reflection on his Hall of Fame career.
Description: On the football field, Calvin Johnson took the world by storm; his nine-year career in Detroit ended with his donning a gold jacket in Canton. But since retirement, Calvin has also stood out in the business world, launching a cannabis company and partnering with Harvard to research its impact on CTE. Join Calvin as he sits down with Bomani Jones for a deep-dive into the world of cannabis and athletes' role in its proliferation; how Calvin's football career helped him succeed in the business world; and a reflection on his Hall of Fame career.
Reaction: Bomani Jones is always a great mix of humor and thoughtfulness as an interviewer and it was fascinating to get to know more about Calvin Johnson off-the-field. I'd encourage you to experience that yourself by listening to this discussion without my commentary - you can find it here (5:35:00 mark).
Since his playing days, Calvin has founded a plant-based medicine and cannabis research company called Primitiv and making a name for himself in the cannabis industry. He's been interested in focusing on the science and pain-management qualities of cannabis and seeks to advance the cause of medical cannabis by researching the natural health benefits of the plant.
The rise of the (largely white) modern cannabis industry in America cannot be told without acknowledging the (largely black) cannabis-based incarcerations that continue to this day. Two quotes from Calvin Johnson stood out on this topic
- "Being affluent has given us [Primitiv] a leg up in this industry, but that is not the case for so many others that look like me."
- "The hardest part is watching those who have been negatively affected be unable to take part of this industry."
Advancing equity in this space - and all spaces of modern American business - is something everyone should prioritize & strive towards.
I look forward to what Calvin continues to build with Primitiv & I appreciate him sharing his journey in building out his business.
I look forward to what Calvin continues to build with Primitiv & I appreciate him sharing his journey in building out his business.
Final Thoughts
I left the conference a bit early to meet up with some friends I hadn't seen for two years...after the last in-person MIT Sloan Sports Analytics Conference in March 2020. We enjoyed an evening out on the town together in Boston, as America seemingly returns to some version of "normal" in a (hopefully) post-COVID world.
Each and every year I am so thankful for this conference, but particularly this year, as so much (and often difficult/frightening) life has been lived for everyone since the last in-person gathering. Just in the group I spent my evening with there were engagements, home-buying, new children, and plenty else to catch up on properly over a drink & good meal.
The MIT Sloan Sports Analytics Conference has continuously helped me personally & professionally these last 8 years and I'd like to express my deepest gratitude to all of the students, Daryl Morey, Jessica Gelman, and everyone else who helps put on this event each year. Last year, after a great virtual even, I was looking forward to and hoping for 2022 in-person and this year did not disappoint.
Can't wait for my 9th year in 2023. Until then? Trust the Process, always.
