Sunday, March 8, 2026

Views from the 20th Annual MIT Sloan Sports Analytics Conference

 

by Eric Marturano

Celebrating 20 years of the MIT Sloan Sports Analytics Conference!


Welcome back to what has become a favorite annual tradition, writing a blog to help keep my memories of the MIT Sloan Sports Analytics Conference organized! 

After 13 years of attending this conference, I'm thankful that I've generally had the sense to record my thoughts on different panels fresh after attending.

Before I dive into my personal itinerary for the duration of the conference, I want to mention a few things: 

  • Most of the panels & sessions can be be found on video here over 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 there will inevitably be conflicts.

  • I also did a TL;DR version of the below in a live-tweet thread, so check that out if you only like reading 280 characters at a time.

  • Since a huge benefit of this conference is the networking opportunity, I would be remiss not to mention where you can find me professionally at SPORTFIVE - drop me a line at eric.marturano@sportfive.com if you'd like to find a way to work together!

Alright, enough preamble...onto the weekend!

Thursday March 5, 2026

I usually walk to the train station from my home in the Philadelphia suburbs. Not today though - it was pouring! I woke up early, got my two boys Leo (3.5yrs) & Marco (5yrs) ready for daycare & my wife Erin was kind enough to drop me off at the train station nearby. I boarded a connecting train to 30th Street station in Philadelphia for my long Amtrak ride to Boston, where I am writing this now.

Some of you have asked why I consistently take the train vs. plane vs. drive, so I'll answer this while (ironically) I wait a little longer than I'd like for the crew change-over at Penn Station in NYC. Whichever your method of travel, Boston to Philadelphia is about 5-6hrs door to door. Yes, a plane is short air time, but you have to lead time to the airport, security, etc. Yes, a car is freedom, but also active driving/attention - and anyone who has ever driven through Connecticut knows this is the worst choice of the three. The train allows me to do things like relax, get some work done, and even explain why a train is my choice in a blog...and now that my ride is over, I'll say it was good to get some work done & get organized for the conference on the train.

I arrived in Boston in the late afternoon/early evening
. My hosts (now for 3 years running!) are my oldest childhood friend, John, his girlfriend Chelsea & their awesome pup Peach. John grew up on my street here in the Philly suburbs, so it's been fun these last few years to stay connected in enjoying Boston togetherWe spent the evening catching up as I prepared for the next day.

Friday March 6, 2026

Against all odds, it did NOT snow despite being forecasted at 50%+ the night before. Nice to win a weather coin-flip... seemingly a 1st for the Northeast this winter. The conference is at the Boston Conference & Exhibition Center in the seaport this year. I arrived, got registered, ate some breakfast and got ready for Day 1!

Ready for the 20th annual SSAC!

After listening to some nice 20th anniversary welcome remarks from the conference co-creators, Daryl Morey (76ers), Jessica Gelman (KAGR), Richard Locke (MIT) and the student leads Patrick Scheri & Mike O'Connell, we were off!

Locke, Morey, Gelman, Scheri, & O'Connell kick off the 20th!

Similar to last year, I'm participating in the conference mentorship program as a mentor to students/young professionals. As part of that, I spent my first hour of the conference speaking with students in the Career Conversations room answering questions about the industry and how to build skills / break in. It is humbling to have the opportunity to give back to the wider sports analytics community in this way.

Honored to give back to the conference that
has given me so much over the years

10:00am Where the Game Grows: Venues, Markets, and Global Strategy

Speaker(s): Yael Grushka-Cockayne, David J. Adelman, Billy Hogan, Amy Latimer, Amy Brooks
Description: Sports franchises are evolving into real estate and entertainment platforms designed to drive year-round revenue and long-term value creation. At the team level, multipurpose venues anchored within mixed-use districts are reshaping franchise economics, as seen in new arena development joint ventures such as the Philadelphia project involving the 76ers and Flyers, as well as modern venues like UBS Arena in Long Island. At the ownership-group and league level, international expansion - through launching new competitions or acquiring historic clubs - has become a critical growth strategy. How can teams, ownership groups, and leagues design venues that generate diversified revenue streams by integrating real estate development? How can established global leagues successfully enter markets dominated by strong local competitors? And how can ownership groups reinvent historic teams to unlock both sport relevance and commercial upside? Join leaders from Fenway Sports Group, Harris Blitzer Sports & Entertainment, Oak View Group, and the NBA as they discuss how stadiums, arenas, and international models are shaping the future of global sports

Reaction: After many nice conversations with young professionals looking to grow their career, I found my way into the back of the room of a panel-in-progress about venues. Fortunately for me (a Sixers season-ticketholder), this panel had David Adelman of HBSE and I wandered in just in time for him to speak excitedly about the new arena planned for the Sixers (NBA), Flyers (NHL), and Wings (NLL) and a forthcoming WNBA team by 2030.

David says he is challenging the arena designers to make something that people haven't seen before and notes that since HBSE will be an owner (rather than a tenant), he will do all he can to make this new arena special. Recently, the development group Adelman is part of
made waves by awarding the food & beverage for the arena to Levy, replacing longstanding Philadelphia sports food staple Aramark.

I'm glad I was at least able to catch that part of the talk ahead of the next panel.

11:00am A Conversation with NBA Commissioner Adam Silver led by Sue Bird 

Speaker(s): Sue Bird, Adam Silver
Description: In this wide-ranging conversation, NBA Commissioner Adam Silver joins moderator Sue Bird to explore how the league is navigating a period of rapid change on and off the court. The discussion will focus on the unique opportunities from player development to fan interactivity to analytics and international expansion. Hear how new player development models and NIL are changing the approach to global talent pipelines. Learn how the league continues to be at the forefront of advanced analytics and AI to enhance decision-making and fan engagement while simultaneously balancing international expansion, driving arena development and creating a potential new league in Europe. With a global talent pipeline reshaping the game and basketball entering a pivotal moment amid emerging challenges, this conversation offers a rare look at how today’s decisions are shaping the future of the league.

Reaction: Adam Silver was an early supporter of the Sloan Conference and remains one to this day, much like Sue Bird, who interviewed the NBA Commissioner on a variety of topics. 

Perhaps the most newsworthy item was Silver's comments regarding tanking, as he mentioned "substantial changes" coming next season. As a Sixers fan, tanking has been pretty central to any basketball discussion I've had the pleasure (or displeasure) of having for the last 15 years or so. Everyone has a (bad) theory of how to fix this & more...so I'll spare you my full idea and just say it's a tiresome topic.

Throughout the conversation, I appreciated both Sue and Adam's focus on the importance of human connection. For Sue, this is a joy of sports: you can perform and be yourself and connect to others through fandom. Adam voiced the belief that especially as AI changes everything we do, sports will continue to offer the "human connection that is hard to find in other aspects of our life". These somewhat wistful comments reminded me of Silver's comments on athletes/mental health he made at this same conference 7 years ago (which I was also in attendance for). Between the two, Silver seems to have a heart for the topic of loneliness.

At the end of the discussion, Silver was honored to receive the Alpha Award for Lifetime Achievement (which Sue won in 2023). Well-deserved in Year 20, after being a very public supporter/attendee since Year 2.

Congrats to Adam Silver for the Lifetime Achievement Award!

12:00pm Mentorship Luncheon

Speaker(s): Sonia Raman, Jessica Gelman

Reaction: The mentorship luncheon was really awesome. It was great seeing so many (70+ I believe) mentor/mentee matches all in one place for a good 90 minutes of advice and networking.

Our keynote speaker was Seattle Storm Head Coach, Sonia Raman, who shared her journey as a fan, player, and coach of basketball since a young age. She credited mentors of all kinds throughout her life - even those from her days working in the legal field - with guiding her through an otherwise winding career path towards professional coaching: first as an assistant coach for the women's teams at Tufts (where she walked-on as a student) and Wellesley, then head coach for MIT women's basketball, and eventually professional men's (Grizzlies) & women's (NY Liberty) assistant positions before her current position as Seattle Storm HC.

Sonia Raman delivers her keynote address during the mentorship luncheon


As a 13yr+ visitor of this conference myself, I enjoyed sitting near another mentor who I recognized as a student co-lead from many conferences ago & reflecting on our journeys into the industry. It's humbling to realize how much I've personally learned and can actually pass on and be helpful to those trying to "break in": my own journey is one of essentially building a skill (market research, but in other fields like banking & pharma) and finding a way to leverage that skill into roles in my desired industry (sports). I've found this focus on skill-building to be hopeful advice for some mentees who may not have that recognizable team-logo on their resume (yet!).

After more discussions with my mentee (shoutout Corinne!) and students in the luncheon & hallways after, I spent some time putting... improving enough to win a hat from PGA! I'm looking forward to perhaps seeing some of the people from the booth in person when the PGA Championship comes to Aronimink in May, closeby to where I call home.

We love conference swag, don't we folks?

Coincidentally, shortly after the mentors lunch I connected with Michael Kamradt of Vision Insights. I used to manage Michael during our time as coworkers at MarketCast, so it was cool to connect just as friends years later in this environment after progressing elsewhere in our careers. That's what conferences are for!

Glad to see my guy Michael doing well!

2:30pm How Schedules and Viewer Behavior Drive the Value of Media Rights

Speaker(s): Chris Groer
Description: This presentation describes how large-scale, device-level data can provide high resolution insights into how fans consume sporting events. We are able to understand how viewers consume sports across markets and time, gaining insights into many aspects of fan behavior.  The session outlines how Fastbreak AI builds predictive viewership models using this data and incorporates the results into schedule optimization. This approach allows leagues to maximize the expected value of their schedule while continuing to meet traditional scheduling objectives.
Reaction: Thinking as both a fan & a professional, I enjoyed this workshop regarding scheduling and how it affects viewer behaviors (and their subsequent values).

One datapoint that stuck out to me was how steep the drop-off was for viewers when cut by  how many games per season they typically watch. I knew it would be steep but pretty surprising to see that you lose about half in just going from 1 game watched to 2 games. This histogram is a good representation of the massive "casual fan halo" that surrounds the more hardcore/avid fans of a team (i.e., the 3+ games viewers)

There is a steep drop-off from casual to avid tune-in

Scheduling factors - such as what time a game is on - matter immensely for viewership & valuation. For example, half the country was only waking up halfway through the early periods of the Olympic Men's Hockey Gold Medal match...but by the end nearly the whole country was shaded blue and watching because 1) it was an exciting game & 2) the hour was simply more reasonable for over half the country.

Half of the US was still waking up during a tied Gold Medal match

Bringing factors like this into your modeling process can help better value rights deals & predict viewership patterns.


3:30pm Setting the Edge: How Analytics are Rewriting Football Strategy

Speaker(s): Mina Kimes, Nick Caserio, Karim Kassam, Connor Barwin
Description: As advanced analytics reach new heights in the NFL - both internally and externally - teams are more focused than ever on finding and maintaining the next edge. Join three executives at the forefront of analytically-driven decision making as they discuss the most pressing questions front offices face today. Panelists will share how they approach high-stakes decision making, adjusting to new rules, situational awareness, and managing the one constant in football: change.
Reaction: As an Eagles fan, I particularly enjoyed this panel featuring Connor Barwin who not only played for the Eagles but works in their front office now too. Eagles fans may laugh that Connor and others on the panel credited none other than former Eagles coach Chip Kelly for being one of the early influencers and innovators in modern player tracking, which is now a focal point for many teams. I guess if you can't be the best you may as well be first!

Much of the discussion touched on the idea of building organizational confidence in data and how important it is for players to know which metrics can help them improve. Getting player buy-in is key, not only for organizational harmony, but for player improvement itself. One story I appreciated was Barwin sharing how the Eagles tracked DT Moro Ojomo in practice every week and used that information to motivate him during the weeks he wasn't playing. This allowed for the team to put him & the team in a better position to succeed when his number was finally called.

As useful as certain quantitative analytics are, Karim Kassam of Teamworks highlighted that particularly in football there are still large "grey-areas", so its important for players & coaches to fill-in those gaps with their own qualitative expertise. I liked this quote from him: "You can't replace your scouting department with Excel."

4:30pm Building a Legacy: A 1-on-1 with MLS Commissioner Don Garber

Speaker(s): Jessica Gelman, Don Garber
Description:  Over the past 25+ years, Don Garber has overseen the transformation of the Major League Soccer (MLS) from a small and fragile league into a multi-billion-dollar enterprise with global relevance, soccer-specific stadiums, record franchise valuations, and a landmark global media partnership. In this one-on-one conversation moderated by Jessica Gelman, Garber will reflect on the defining inflection points of his tenure: expansion strategy, investor relations, media innovation, talent development, and navigating moments of existential risk.

The discussion will also turn toward the future. As MLS enters a new era shaped by global competition, shifting media economics, data-driven decision-making, and the 2026 World Cup, what should the league’s next chapter look like? What leadership capabilities will matter most in a commissioner transition? And how should MLS balance commercial growth with competitive credibility on the global stage? This conversation offers a rare look at long-term sports leadership: what it takes to build a league, and how to prepare it for what comes next.

Reaction: This was a fascinating conversation with Don Garber, who has been commissioner of the MLS since 1999. The MLS was very much born out of the 1994 World Cup, so with the 2026 Cup coming in just a few months, we're nearing a full-circle moment for the league.

Jessica Gelman interviews MLS Commissioner Don Garber

Prior to the MLS, Don was an executive in the NFL until he was encouraged by Robert Kraft (and others) to pursue the commissioner role. He shared how when he came in that he did his best to change things in a way that made more sense based on how soccer was played elsewhere in the world (i.e., aligning rules, etc.). 

Another change he oversaw was the bold move the MLS made a few years back to partner media rights with Apple. Garber believed the MLS should have a global relationship with its viewers. Given that many other leagues have at least partially gone to streaming, not only was this move ahead of the curve but potentially superior - all games can be found in 1 spot globally (vs. multiple channels/streams), meaning the MLS has an easier path for fans to find them. Today its even easier, as MLS is integrated with Apple directly, rather than a standalone add-on. With media rights ending soon, it will be interesting to see how these partners (or new ones) renegotiate & innovate next.

And in perhaps their boldest move yet, next year MLS will completely realign its schedule with the European leagues. Jessica Gelman called him "Big Bets Don" in the panel jokingly - but it's pretty accurate!

5:30pm Making the Right Call: How AI is Reshaping Officiating Across Pro Sports

Speaker(s): Saj Cherian, Monty McCutchen, Joe Martinez, Evan Wasch, Daryl Morey
Description: The NBA and MLB are actively testing and deploying AI-driven systems that are fundamentally changing how games are officiated and played. In this panel, we dive into the mechanics of automating sports adjudication. The discussion will cover real-world case studies including MLB's Automated Ball-Strike (ABS) system, the NBA's Court iQ system, and the feedback loop of testing rule changes in the G League and Minor Leagues. Panelists will unpack the technical challenges of replacing human judgment with algorithms, the impact on game flow and strategy, and what specific rules are next in line for automation.
Reaction: I only caught the beginning of this panel, but the topic is evergreen: how can we improve officiating?

There is much talk about replay slowing games down, and the MLB has actively made changes to improve its game: the big bold one being automated balls & strikes (ABS). As a fan, it will take some getting used to but I think - much like the pitch clock - this will ultimately improve the fan experience. Joe Martinez spoke highly of ABS and how it's already making baseball better.

In the NBA, Daryl Morey believes that "officials have been marked safe from AI for far too long" and expects AI to get more & more involved in officiating as time goes on.

I ducked out of this talk a bit early to go grab a drink nearby with a former colleague and current vendor and then later met up that evening with John & Chelsea for some dinner. We went to an incredible restaurant, before resting up & getting plenty of sleep for Day 2.

Saturday March 7, 2026

After getting some rest, I got up slightly less early to head to back to the conference. Day 2 at Sloan is always a bit more casual & relaxed since it's the weekend.

I spent the first hour eating breakfast with my mentee and speaking to a few others about career development and the sports industry. Now having done the mentorship program for 2 years, I'm looking forward to making this a tradition.

9:00am Prediction Markets at the Crossroads: Sports, Regulation, and What Comes Next

Speaker(s): Chad Millman, Shayne Coplan, Nate Silver, Ric Best
Description: Do prediction markets represent a new frontier for quant-driven fandom and decision-making or just a repackaged version of sports wagering with better branding and bigger datasets? Prediction markets have surged from a niche forecasting tool to one of the fastest-growing products in sports. This panel digs into what's fueling that acceleration: Are prediction markets genuinely improving our ability to forecast sports, or are they simply scaling through broader distribution and retail participation? Panelists will break down the regulatory gray zone these markets occupy, debating whether they are meaningfully different from sports betting, how recent lawsuits and enforcement actions shape public trust, and what the current policy trajectory implies for teams, leagues, and institutional investors. Finally, we'll dig into the consumer experience, from winner-take-most dynamics to the rise of professional traders, and what it means as leagues begin integrating prediction markets directly into fan engagement.
Reaction: This panel made some headlines as it featured the CEO of a company many across the country (sports or not) are becoming more familiar with: Polymarket.

Not many understand the difference between prediction markets & sportsbooks, so I thought I'd share this working definition I've referenced since last fall via Ben Horney at FrontOfficeSports: The distinction lies in the details. With sportsbooks, users bet against the house, which profits when players lose. Prediction markets operate as peer-to-peer exchanges where participants bet against one another, prices adjust dynamically, and the platform makes money through fees. 

It's thus much more attractive to operate & be classified as a prediction market, since you're unloading risk without losing profit. Either way, you win.

Many in society are beginning to use predictions markets as sources of information and a proxy for likelihood. It's important to remember that these aren't actual likelihoods - just beliefs in what will be. There can be wisdom in the crowd...and there can also be foolishness. 

Regardless, as datapoints, predictions markets are likely here to stay. Figuring out how to best leverage them (even if not actively 'betting' within them), will benefit someone greatly.

After a few quick hall meetings, I wandered into the the activities room for a while.

Kaden Xu, about to kick my butt in table tennis


This year had pop-a-shot, curling, and table tennis. I got to steal a game with Major League Tennis Pro Kaden Xu of the New York slice, who was nice enough to show me how to return one of his wildly wicked serves. Basically - aim in a totally different direction since there is so much spin on the ball that a normal shot will certainly miss the table. I got it after a few tries and thanked Kaden for the lesson.

11:30am The History of Progress in Progress of Football Analytics

Speaker(s): Eric Eager
Description: Evidence-based approaches in American football have been around forever, from coaches and scouts charting opponent tendencies to general managers creating position-specific height/weight/speed profiles. The creation of the Jimmy Johnson chart, through the work of Mike McCoy, forever changed the draft process. Modern computing power, higher stakes, and better questions (from these same coaches, scouts, and general managers) have increased the appetite for data-driven approaches to solving problems. In this talk I highlight the progress football has made, and the challenges that remain.
Reaction: This talk was a cool look into how far we've come in football. Traditionally, football is thought of as the hardest analytics sport given its structure: 11 guys doing 11 different jobs in a dynamic team setting (vs. baseball, which is easier to measure as a series of individual interactions).

Eric Eager of the Carolina Panthers walked us from Virgil Carter's paper in 1970 all the way to today, where we can analyze football at the frame level. The NFL has been a big supporter of this and in recent years has held the NFL Big Data bowl to help teams find talented young individuals who can sift through piles of frame data for insights. Shout out to my Nova mentee Amelie for being an alumni of this competition!

Modeling player tracking data is all the rage these days

If you're technically savvy & want to learn more, here's a link to Eric's book Football Analytics with Python & R - get out there and compete!

After another quick hall meeting, I found a seat for my next panel. 

12:00pm When the Model Meets the Human: The Future of Basketball Decision-Making

Speaker(s): Shane Battier, Sonia Raman, Steven Adams, Monte McNair, Ariana Andonian
Description: Basketball analytics has evolved far beyond shot charts and efficiency metrics. Today's teams operate in an era of player-tracking data, biomechanical modeling, and emerging AI systems capable of influencing decisions in real time. But as data becomes more powerful, new questions emerge: What aspects of basketball can truly be modeled, and what still relies on human instinct? Are teams optimizing for winning or merely for avoiding mistakes? And how do players experience a game increasingly shaped by algorithms behind the scenes? This panel brings together leaders from coaching, front offices, player personnel, and the court itself to explore how analytics is actually used inside modern basketball organizations. As AI enters the next phase of sports decision-making, this conversation asks a bigger question: Is the future of basketball driven by better models, or by better understanding of the people who play the game?
Reaction: As an avid basketball fan, I make it a point to be at these sorts of panels each year. As a Sixers fan, I was particularly pleased to see Blue Coats GM Ariana Andonian on panel and hear that her & team are experimenting as much as they can within the G-League. The Sixers have had an up-and-down year so far to say the least, so all help is definitely welcome!

Left to right: Monte McNair, Ariana Andonian, Steven Adams, Sonia Raman & Shane Battier

Steven Adams was a panelist as well and highlighted the value of framing. Shane Battier setup a (funny) hypothetical scenario in which a young analyst runs onto a court with a laptop overly excited about sharing data-driven insights. Steven recommends that these eager analytics folks err on the side of making these insights "guidelines" rather than rigid rules to be followed. Doing so will better encourage a player to buy in & use the information.

After this panel, there was a short break for lunch - which is always appreciated on these conference days!

1:30pm Redefining Limits: How Elite Athletes Achieve and Sustain Peak Performance featuring David Epstein

Speaker(s): Shira Springer, David Epstein, Steve Magness, Ryan Murphy, Shane Battier
Description: What does it truly take to reach the pinnacle of human performance, and more importantly, how do the best in the world stay there? The outdated model of treating athletes as purely physical machines is being challenged. Today, groundbreaking science and elite competitors are proving that cognitive agility, psychological resilience, and strategic adaptability are the true separators at the highest level.
Reaction: I was very excited to get to this panel, as it featured a now-favorite author (David Epstein), who I first became aware of back at Sloan a long, long time ago (2014) when he did a 10,000 hrs vs. Sports Gene discussion with Malcolm Gladwell. Since then, he's had great success with his book Range. In promoting his forthcoming book, "Inside the Box", Epstein discussed constraint-based learning with the lively panel that included 3 former athletes Steve Magness (running), Ryan Murphy (swimming), & Shane Battier (basketball) who are no strangers to innovative training tactics.

Esptein, Battier, Murphy, Magness, & Springer discuss constraint-based learning

Probably my favorite quote of the conference came from David Epstein on this panel: "We think our brains are made for thinking, but they're actually made more preventing us from thinking". That is, our brains try to get us to do the easiest thing possible all the time. 

This is the value of constraints in training - they create obstacles that force us to think/train around them and we're better for it. Steve Magness had some good examples of manipulating environments to force learning from his running days, such as running barefoot to avoid slamming your heel or using mini hurdles to shorten strides.

2:30pm The Dark Side of 'Moneyball for Everything' with Nate Silver and Derek Thompson

Speaker(s): Nate Silver, Derek Thompson
Description: Analytics are good for winning. But is the analytics revolution good for the world? Or have various industries and games become too efficient in ways that increase inequality, reduce quality, and encourage businesses, teams, and individuals to optimize for the wrong thing? In a wide-ranging conversation about sports, media, business, and beyond Nate Silver (On the Edge) and Derek Thompson (Abundance) discuss the cultural fallout of the moneyball-ification of everything.
Reaction: I was pleased to see this topic, because it's one I often think about: why is everything seemingly now analytics? Are we as people losing something in the collective by way of our endless pursuit for individualized edges?

The answer is most certainly yes and Derek Thompson did a good job of describing a sports landscape that has focused too much on finite games (i.e., optimizing winning) at the expense of infinite games (i.e., ensuring the sport remains fun/interesting).

There has been a shift in focus towards the product of the infinite game recently in some areas - baseball's pitch clock & ABS being good examples - but there is plenty of room for more. I would encourage you to listen to this one, as it's quite a lively (and at times dark!) discussion. Nate Silver even offered some timeless gambling advice: "The very fact they're allowing you to make a bet means they think you're going to lose." 

3:30pm Hot Takes: Celebrating 20 Years of SSAC and Debating What's Next

Speaker(s): Daryl Morey, Jessica Gelman, Mike Zarren, Nate Silver, Randy Scott
Description: Celebrating 20 Years of the MIT Sloan Sports Analytics Conference.
Reaction: I wanted to stick around for this one as a longtime attendee and I'm glad I did, since I got to see that there are a handful of people beyond the co-founders who have been at all 20 conferences!

The few, the proud - the 20 for 20 SSAC club.

Most of this was self-congratulatory discussion, but you know what? 20 years! Congrats are in order! This conference has not only changed my life but the lives of so, so many. Nate Silver called it "the only fun conference" & I would have to agree. Jess, Daryl & all of MIT student volunteers past, present & future - THANK YOU!

The panel went through some of their worst takes over the years and Jess and Nate even predicted a Sixers title (#TeamDaryl) ahead of the next Celtics one (sorry Mike!). Zarren may have the last laugh though, as he is already putting this prediction on the docket for next year's "bad takes" panel.

Final Thoughts

After leaving the conference, I went back to hang with my friends John & Chelsea for a final afternoon/evening of drinks, dinner, and more catching up. After the night was over, I got up early (on Daylight Savings Time no less!) & on a train home... where I started writing this blog again. And I'm glad I did - it at least makes this 5 hour train ride go by a little faster!

I'm home now gearing up for the week ahead. To close, I'll say it again for the 13th time: the MIT Sloan Sports Analytics Conference has continuously helped me personally & professionally over my career and I'm forever thankful. I'd like to express my deepest gratitude to all of the students, Daryl Morey, Jessica Gelman, and everyone else who helps make this event come alive each year. 20 years is something to be proud of!

Catch you back here after my 14th year in 2027!

Sunday, March 9, 2025

Views from the 19th Annual MIT Sloan Sports Analytics Conference

by Eric Marturano

Me, enjoying the halls at Sloan!

Welcome back to what has become a favorite annual tradition, writing a blog to help me keep my memories of the MIT Sloan Sports Analytics Conference organized! 

After 12 years of attending this conference, I'm thankful that a few years back I had the sense to record my thoughts on different panels fresh after attending. Last year I got lazy & just did a tweet thread... which wasn't as useful as this blog as historically been. So, like my Super Bowl winning Philadelphia Eagles, we are BACK BABY!

Before I dive into my personal itinerary for the duration of the conference, I want to mention a few things: 

  • Most of the panels & sessions can be be found on video here over 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 there will inevitably be conflicts.

  • I also did a TL;DR version of the below in a live-tweet thread, so feel free to check that out if you only like reading 280 characters at a time. I should mention there is a little less content there / in this blog than in years past, largely due to the amount of time I spent talking to people & working. A worthy use of conference time for sure, but you don't care about that - you want content! I understand & I like to keep my customer satisfied. So my promise to you is this: if your satisfaction is less than a full rating of '10' on a 10pt scale, I'll send you a full refund for whatever you paid to read this. :)

  • Since a huge benefit of this conference is the networking opportunity, I would be remiss not to mention where you can find me professionally.
    It's been an awesome year for us at SPORTFIVE in more than a few ways - drop me a line at eric.marturano@sportfive.com
     if you'd like to find a way to work together!

Alright, enough preamble...onto the weekend!

Thursday March 6, 2025

Although I live in the Philadelphia suburbs, I'm fortunate to be able to walk to a train station, which means I can get as far as Boston without getting into a car. I woke up early, got my two boys Leo (2.5yrs) & Marco (4yrs) ready for daycare, bid them & my wife Erin goodbye, & then boarded a connecting train to 30th Street station in Philadelphia for my long Amtrak ride to Boston.

Fortunately, I was able to get some work done & get organized for the conference on the train, arriving in Boston in the late afternoon
. This year, I am staying with my oldest childhood friend, John, who moved to Boston last year with his girlfriend Chelsea (& now their awesome pup Peach!). It's a pretty surreal experience to be hanging in a faraway town I went to college in with him, when 25+ years ago we were organizing neighborhood games of tag together back in the Philly suburbs. We spent the evening catching up (and watching the Sixers lose to the Celtics, sadly) as I prepared for the next day.

Friday March 7, 2025

I got up early to head to the Hynes Convention Center - always very thankful for the coffee & breakfast provided at the conference. Ready for Day 1! 

The legendary Bill James welcomes everyone to SSAC25

This year was a little different, as I'm participating in the conference mentorship program as a mentor to students/young professionals. As part of that, I spent the first hour (9-10am) of the conference speaking with students in the Career Conversations room answering questions about the industry and how to build skills / break-in. 12 years ago, I was on the other side of this table looking to learn and figure out where to get started in pursuing a career in sports, so I really do appreciate the opportunity to give back to the wider sports analytics community in this way. It's quite humbling.

10:00am Hot Hands and Cold Decks: Balancing Strategy and Psychology in Poker

Speaker(s): Jennifer Shahade, Nate Silver, Alexandra Botez, Xuan Liu
Description: Poker is a game of skill, strategy, and psychology—but how do players navigate the tension between mathematical precision and the unpredictable swings of variance? This panel explores the interplay between optimal game theory strategy and the mental resilience required to handle hot streaks and brutal downswings. Experts and poker content creators will discuss the impact of solvers, intuition, and behavioral psychology on decision-making at the highest levels. Whether you're a data-driven grinder or a feel-based player, this conversation will reveal what it takes to stay sharp in a game where both skill and mindset determine long-term success
Reaction: The first panel of my day was a fun conversation about poker. I have played Texas Hold'em (not very well) since I was a kid and love the game as a bit of an analogy to life in that there is a mix of 'luck' & 'skill'. For a simple example, one of the best odds/reward situations one can be in for poker is an all-in pre-flop shove with Aces (AA). That's typically like an 80% win rate. Well.. you play enough hands, you'll certainly remember those 20+ times you lost, even though you made the best decision you could possibly make with the information you had at the time. Life can be a lot like that (for better & worse).

Although this is an "analytics" conference, the most interesting things for me tend to be in the emotional spaces and how humans have to interact with them. Poker is full of these, which chess & poker superstar Alexandra Botez alluded to during this panel when comparing the two games: 
“If you’re just really good at chess, you’re going to succeed. If you’re just really good at poker, you may not get invited!”

Wisdom like that is why I try to hunt down the poker panel every year since having attended the first ever poker panel at Sloan back in 2019. I wrote about that here if you're curious (the value of blogging!). 

I spent the next hour or so catching up with a few friends & former clients in halls. One thing I've really grown to appreciate over these 12 years is how much networking actually matters. It's hard to see the value and can even be awkward to try to build work relationships when you're 21 and just hoping to find a job (any job), but after working a few years or changing roles a few times, its humbling to see how a conversation here or a past project there can blossom into a genuine bonds and trust. The older you get, the harder it is to maintain even personal relationships, so I really appreciate this conference as an annual hub to physically meet & catch up with so many people who have impacted my life & work over the years.

12:00pm Mentorship Luncheon

Speaker(s): Kathryn Kai-ling Frederick, Jessica Gelman

Reaction: The mentorship lunch was a great space for getting to know my mentee (AJ, a Boston College sophomore; Go Eagles!), along with a few other mentors / mentees.

Kathryn Kai-ling Frederick kicked off the luncheon with an inspiring speech about the importance of contributing to the next generation of leaders. She was speaking from experience, having attended this conference back when it was just an MIT Class taught by our next speaker, Jessica Gelman. Jessica echoed a similar sentiment, citing the importance of being a mentor is "how you pay it forward". When I reflect on how much this conference has done for me over the last 12 years, its an easy decision and humbling to be a part of.

AJ & I enjoyed lunch and getting to know not only each other, but the other mentors/mentees at our table. I love that the conference has added this mentorship program and will certainly plan to do it again next year, alongside the mentorship I've been doing at Villanova (where I did my MBA) the last few years. My mentee from there (Amelie, Villanova junior; Go Cats!) was in attendance at the conference as well, so we found some time to catch up over the course of the conference too.

After the lunch, I wandered over to the recreational area and took some swings at the Home Run Dugout Batting Bays activity. The conference always as some fun activities like this so I try to take advantage when I can. Sad to report my exit velocity is not nearly as good as it was when I played baseball as a teen.

1:30pm The Future of Sports Business

Speaker(s): Abe Madkour, Amy Howe, Brian Rolapp, Jessica Gelman
Description: The sports industry is in a period of massive disruption from streaming media to direct-to-consumer to globalization to sky-rocketing team valuations to increased access to athletes to data connectivity. Why have team values increased so much despite declining viewership? The Future of Sports Business is evolving in real-time reflecting the changing expectations of fans, athletes, & stakeholders. Hear from industry innovators from the pre-eminent sports organizations engaging the changing fan, how the game is more connected than ever before, and why the sports world will continue to become smaller. This discussion will highlight how organizations across the ecosystem are strategically adapting to changing fan preferences and highlight the data & technology needed to support changes in-venue, at-home, and across the world. The panel will consider the broader influences affecting the sports ecosystem, including globalization and emerging trends, as they look to redefine the future of sports business
Reaction: "Where are things going next?" is an ever-green topic in life and sports business is no different. At SPORTFIVE, I'm often thinking of this question in the back of my mind when assessing what data strategies, insights, & tools to deploy in order to help our Commercial, Brand Consulting, Experiential, Media, E-Sports & Gaming, Digital, Golf Talent, & Golf Operations US business units stand out to their clients. These groups all have different needs & future plans, so it is important to stay on the edge of where our industry is headed.

One specific throughline that I'm often thinking about - and came up frequently during this panel - is global reach. Sounds like the NFL is too, which is no surprise given the success and recent expansion of their International Series of games.

Brian Rolapp hit on the NFL's expansion into Spain (announced last month), alongside its many other markets as frontiers of focus for growth. I can tell you personally after spending so much time in fan syndicated data that the sheer amount of NFL fans in the United States is staggering and demographically starting to become synonymous with the general population.
As of this writing (March 2025), per our trusted syndicated data partner, Vision Insights Decoder, on a 7-point avidity scale where 1 is "not interested" & 7 is "extremely interested", there are 114.3M avid NFL fans (rating a 6 or 7) aged 13+ just in the United States. If I expand that to include even the most casual fans (2-7), that number skyrockets to 204.3M

There are "only" 277.1M people aged 13+ in the United States, so as the NFL starts to tap out the US market, it must look globally to continue to grow its fandom. Hence, the international games as the vehicle to do so!

*pause for semi-relevant shameless plug* 
SPORTFIVE is located just about everywhere, headquartered in Germany, with 52+ globally offices in the United States, France, United Kingdom, Australia, China, Hungary, Japan, Korea, UAE, Netherlands, Poland, Singapore, Spain, & Switzerland. Much of our work across rightsholders and brands expand in each of these countries. Email me at eric.marturano@sportfive.com to learn more!
*ok, enough self-promotion, now back to the blog*

2:30pm Chasing Greatness: A Conversation with GMs Across Sports

Speaker(s): Michele Steele, David Stearns, Nick Caserio, Daryl Morey
Description: What’s it like to negotiate nine-figure contracts, let go of a veteran fan-favorite player, or survive a trade deadline? This panel unites four visionary executives across three different sports—Daryl Morey (Philadelphia 76ers), David Stearns (New York Mets), Kwesi Adofo-Mensah (Minnesota Vikings), and Nick Caserio (Houston Texans)—to explore how analytics are transforming team management across sports. The discussion will delve into how each leader leverages data and technology to guide roster construction, player evaluation, and development strategies. From navigating professional drafts to executing trades and competitive rebuilds, the panelists will share insights into how analytics drive sustained success in their respective leagues. They’ll also address the challenges of integrating data with traditional scouting and balancing innovation with the human element of decision-making
Reaction: This was a fun panel and directly relevant to my fandom as a Sixers season-ticket holder. Daryl Morey (Sixers), Nick Caserio (Texans), & David Stearns (Mets) took the audience inside the decision-making processes of front offices.

In Conversations with GMs, Daryl Morey sports a shirt honoring the late great Dikembe Mutombo.

One theme that each kept coming back to was the importance of staying true to your process and not being swayed by momentary outside noise. Easier said than done, for sure. 

Daryl Morey touched on how important it has been over the last 20 years or so that owners were willing to make investments in front-office analytic roles, a sentiment which Mets Pres. of Baseball Ops David Stearns echoed. As host Michele Steele (and any rival fanbase) might chide, the Mets seemingly have a 'blank check' when it comes to resources needed to compete. Look no further than Juan Soto's contract for evidence.

Jokes aside, ownership willing to spend seems to essentially be table stakes for fielding a competitive team, especially in a sport like baseball with no salary cap. When there is a salary cap, investment can be made in staff & processes around the front-office. Getting the right people in place on & off the field is paramount to team success, and Nick Caserio emphasized "curiousity" and "work ethic" as key attributes he looks for. I would contend that these are important not only for sports or work, but for life as well.

3:30pm The Analytics Driven Franchise: Building a Modern NBA Team

Speaker(s): John Hollinger, Shane Battier, Dean Oliver, Monte McNair, Ariana Andonian
Description:  This panel will explore how NBA organizations have transformed through the integration of analytics into their decision-making processes. From drafting strategies and roster construction to player development and in-game tactics, panelists will examine the role of analytics in shaping team identity and success. The conversation will balance the front office’s perspective on long-term planning with the player-centric view of how data-driven strategies impact the on-court experience. Topics will include the use of advanced metrics for player evaluation, the integration of tracking data, the balance between data and basketball instincts, and the challenges of implementing analytics across departments
Reaction: As an NBA junkie, I enjoyed this panel immensely, although I found myself thinking more about day-to-day work than actual basketball due to a recurring theme throughout: making sure that data is in a language/format that its intended audience can understand.

Shane Battier - who famously bought into basketball analytics "early" - summarized this it nicely:

"There are tons of people who can find data & insights, but differentiates them is their ability to communicate"

Throughout my career, I've found this to be true. Unless the "frontline" folks - in sports or business - have the data in a format that they'll embrace & understand, then the data is useless. It is thus the job of the analyst or insights lead to make sure this doesn't happen, which is why communication skills are equally as important as analytical skills.

After another hour of hallway conversations, networking, & catching-up, I grabbed a drink nearby with a former colleague and current vendor and then later met up that evening with John & Chelsea for some dinner. We went out for a bit in the North End (Boston's Italian section) for a drink, before resting up & getting plenty of sleep for Day 2.

Saturday March 2, 2024

After getting some rest, I got up slightly-less early to head to back to the conference. Day 2 at Sloan is always a bit more casual & relaxed day, given it's a Saturday.

9:00am Have the Nerds Ruined Basketball?: A conversation on Competitiveness, Three Pointers, and Rule Changes
Speaker(s): Deepak Malhotra, Sue Bird, Evan Wasch, Mike Zarren, Daryl Morey
Description: Basketball has seen a dramatic shift in recent years, with the three-point shot dominating team strategies and reshaping how players approach the game. This panel will explore whether the NBA is at a “crisis” point due to this trend, drawing lessons from other sports that faced similar strategy convergence. Panelists will debate whether the league has reached peak three-point shooting volumes, how defenses have adapted, and whether this evolution has made the game less entertaining or overly repetitive. The discussion will also address potential solutions: Should leagues intervene with rule changes, or will the game naturally evolve as teams identify new inefficiencies? Join us for a lively debate on the future of basketball amidst the three-point era.
Reaction: After my 12th year at Sloan, I feel like I have season tickets to the Mike Zarren "let's complain about basketball" panel - and its always a treat. Longtime panelists Daryl Morey & Sue Bird were joined by Evan Wasch from the NBA league office, which made for a lot of entertaining barbs about rule changes (announced or otherwise) from current Sixers front-office lead Daryl Morey & Celtics front-office lead Mike Zarren.

Sue Bird laments recently watching a college student pickup game where a student successfully pump-faked & stepped back for a three vs. drive to the rim. In her words: “It went CLANG. And I thought “Daryl!” 😂

I appreciated Sue Bird highlighting the current gap in available data between the WNBA & NBA - and how as this gap shrinks, fans will be better able to access records & information to put those ever-engaging "who was better??" arguments in perspective. Zarren hit a similar point, wondering what information fans might discover if they had public access to the information (such as camera data) that teams have.

As a Sixers fan, I appreciated Daryl's answer of "Yes" that the Sixers will win a title in the next 10 years. It...uh... is not looking like this will be the year. But there's always next year, as a wise fan once said.

After another hour or so of networking & fun conversations out in the halls - and a really cool AI-Driven Concussion Test booth - I was ready for my next panel.

11:00am Bringing Sports Data to Life

Speaker(s): Riley Martin
Description: From analytics to viral sports content, discover how to transform complex data into compelling visual stories. In this workshop, Riley Martin breaks down the methodology behind @_Sportsball's explosive growth from a side project to a thriving media company. Learn how techniques refined in fintech and consulting shaped a new approach to sports storytelling, with real examples from collaborations with the NHL, Olympics, and major sports brands. Whether you're an analyst, content creator, or industry professional, you'll learn actionable strategies for making data not just digestible, but unforgettable.
Reaction: This was probably my favorite panel not only of the conference, but in the last couple of years. I had seen Riley "@_Sportsball" Martin's videos scrolling on social media before and found them engaging, but was really blown away with his wisdom and granular expertise about story-telling.

Basing most of his workflow on the premise that "its never the audiences fault" if they don't understand, he gave a masterclass workshop in how to explain complicated and somewhat mundane topics (like the NFL salary cap) to the even the most casual/uniformed fans. The winning method is a slow, visually engaging minute or so that begins like a scuba-dive - starting with surface information and "general knowledge" that everyone knows and then descending slowly into "fan knowledge" and then "specific knowledge". 

Like a scuba diver, it is important not to change too quickly between these three "knowledge layers". And by matching audio / video of hand-drawn visualizations, @_Sportsball allows the viewer to learn messy topics in an easy-to-follow manner, all in about a minute and 30 seconds.

My biggest takeaway was the slow process of layering in 1 piece of information at a time, going from general to specific, and will be something I bear in mind the next time I'm staring at a blank PowerPoint deck. I was fortunate enough to get a hand-drawn souvenir to remind me of this: 

A real drawing used in this video:
https://www.instagram.com/_sportsball/reel/DCuhOwQz21h/


I spoke to a few more conference friends in the halls as I ate lunch, and enjoyed reading an awesome research paper by Dubem Mbeledogu on the topic of Measuring Player Adaptability in the NBA.

1:30pm 'Pablo Torre Finds Out' at SSAC

Speaker(s): Pablo Torre, Sendhil Mullainathan, Daryl Morey
Description: As AI continues to reshape industries, its impact on sports is only beginning to be understood. Economist and behavioral scientist Sendhil Mullainathan and Daryl Morey join Pablo Torre Finds Out for an in-depth discussion on how AI can expand human capacity in sports, not by replacing human intuition and expertise, but by enhancing decision-making, strategy, and performance. Rather than merely automating scouting reports or game-day decisions, AI can serve as a powerful tool for reflection and learning—helping athletes identify patterns in their play, coaches uncover hidden strategic opportunities, and front offices refine their decision-making processes. Should teams rely on AI-driven scouting, or should these systems be designed to work alongside human evaluators, amplifying their insights? Can AI help players recognize critical mistakes in real time and develop strategies to adapt? And how do we ensure technology strengthens competition rather than diminishing its human essence?This panel will move beyond the hype, exploring AI’s true potential to act as a “bicycle for the mind” in sports—an augmentation of human intelligence that enables athletes, coaches, and teams to push the limits of their capabilities.
Reaction: I am a huge fan of Pablo Torre's podcast "Pablo Torre Finds Out", so was thrilled there was a live taping at the conference. Something I did not expect was so much Sixers-related discussion, and it was a nice surprise for this avid fan. For example, Sendhil Mullianathan is not only a MacAthur Genius Grant winner, but RealGM message-board posting Sixers fan. As a way-too-online Sixers fan myself, this information gave me endless joy.

There was a lot of discussion of large language models, algorithms, and automation, but I found one thing Sendhil said quite comforting: that is, that "experts who are masters of repeated applications / tasks" should be worried for a more automated future, but that the "experts who can take an ill-formed problem & creatively transform it" into something solvable by these tools will never go out of style.

I would encourage you to check out the video of this when it posts, not only on MIT Sloan's website, but also at "Pablo Torre Finds Out" on YouTube.

2:30pm Behind the Deal: The Analytics of Sports Sponsorship Valuation

Speaker(s): Keegan Fiertl
Description: How are sports sponsorships priced, and how to brands measure their success? This workshop is intended for anyone interested in the business behind sports sponsorships, an increasingly important part of rightsholders' revenue streams and brands' marketing plans. It explores the analytics behind valuing and evaluating the effectiveness of partnerships from both the seller's and buyer's perspectives and will give those attending a crash course on how the two parties assess these in similar, yet different, ways.
Reaction: I loved this workshop because I do valuations for brands & rightsholders often, in an effort to help them understand the value they're getting or delivering in sponsorship deals. It was nice to hear perspectives from other agencies and see that we're concerned about the same stuff, specifically the benefits & drawbacks of the industry standard "media equivalency". 

Without getting too granular, media equivalency is a measurement approach in which something is valued as relative to the cost traditional media, such as a 30 second full-screen TV ad. Although this gives a sense of what something might cost if it were actually available for purchase in that specific channel (broadcast), Media Equivalency value does not equal real-dollars back or even asset performance. I'm sure you've seen headlines such as "Celebrity post generated $1B in earned media"... and while that may be true in "attention dollars", nobody actually ever cut a check for $1B. What its saying is that Celebrity generated enough attention that would have been the same as buying $1B in 30 second commercials. And lucky you! You only paid $100M for that asset, so it sure feels like you got a 10x return... right?

As you can probably guess, there are times & places for focusing on media equivalency value when assessing a partnership and there are times & places to emphasize other forms of measurement. Hence, why it is important to understand what you're "getting" as a brand or "providing" as a rightsholder from multiple angles - including brand KPIs, intangible IP value, event attendee exposure, hospitality, business-back and more. Most importantly, it is paramount to know the benefits / drawbacks of the data that you are using to measure your partnership, relative to its goals - or "why" you're doing the partnership in the first place.
As a 3rd & final shameless plug: if you'd like to talk more about this, shoot me an email at eric.marturano@sportfive.com.

Final Thoughts

After leaving the conference a bit early, my friends John, Chelsea, & I met up for a final afternoon/evening of drinks, dinner, and more catching up. We caught the Celtics / Lakers game at a local bar near TD Garden and enjoyed the fan atmosphere. There were a few more Lakers fans out & about than I expected... but hey, I get it...who in their right mind wants to root for the Celtics!??

After the night was over, I got up early & on a train home... where I started writing this blog again. And I'm glad I did - it at least makes this 6 hour train ride go by a little faster!

The MIT Sloan Sports Analytics Conference has continuously helped me personally & professionally these last 12 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.

Catch you back here after my (lucky) 13th year in 2026!