Big data and analytics have become an essential component of organizational operations. The ability to collect and interpret significantly large data sets has provided a wealth of knowledge to guide decision makers in all facets of society. This is no different in sport management where big data has been used on and off the field to guide decision making across the industry. As big data evolves, there are concerns regarding the use of enhanced analytic techniques and their advancement of knowledge and theory. This special issue addresses these concerns by advancing our understanding of the use of big data in sport management research and how it can be used to further scholarship in the sport industry. The six articles in this special issue each play a role in advancing sport analytics theory, producing new knowledge, and developing new inquiries. The implications discussed in these articles provide a foundation for future research on this evolving area within the field of sport management.

With the expansion of the esports industry, there is a growing body of literature examining the motivations and behaviors of consumers and participants. The current study advances this line of research by considering esports consumption through an economic framework, which has been underutilized in this context. Specifically, the “attention economy” is introduced as a theoretical approach—which operates with the understanding that due to increased connectivity and availability of information, it is the attention of consumers that becomes a scarce resource for which organizations must compete. Using data from the Twitch streaming platform, the results of econometric analysis further highlight the importance of structural factors in drawing attention from online viewers. As such, this research advances the theoretical and empirical understanding of online viewership behaviors, while also providing important ramifications for both esports and traditional sport organizations attempting to capture the attention of users in the digital realm.

Although numerous discussions have taken place on the environmental policies and practices of sport organizations, there have been very limited examinations of sport consumer behaviors in direct response to a polluted environment. To address this gap, this research examines air pollution and attendance at soccer matches of the Chinese Super League, where deteriorating air quality in recent years presents everyday challenges for urban activities. By employing actual air quality data gathered from various locations across China, this study conducts a regression analysis to examine factors that impacted Chinese Super League match attendance from 2014 to 2016. The estimated results suggest that consumers did not change their consumption habits despite the presence of air pollution. They yield critical managerial implications that need to be considered by consumers, sport organizations, and the government.

Recent protests by athletes focused on raising awareness of social issues and injustices, such as the Black Lives Matter protests led by Colin Kaepernick of the National Football League’s San Francisco 49ers, have generated a great deal of attention and debate within society. Notably, the protests conducted by these players before games in the 2016 and 2017 seasons became such a sensational topic, that extraordinary amounts of attention was paid to it by the media, consumers, and even politicians who often denounced the players as being unpatriotic. Against this backdrop, the current research examines whether fluctuations in attendance at National Football League games are associated with explicit attitudes towards race, implicit racial prejudice, and racial animus within a population. Specifically, using multiple measures of racial attitudes as part of an econometric model estimating attendance at games, the results suggest that having a higher level of implicit bias in a market leads to a decline in consumer interest in attending games. Additionally, using interaction effects, it is found that while protests generally reduced the negative effects of implicit bias on attendance, markets with lower levels of implicit bias actually had greater declines of attendance during the protests. From this, the current study advances the understanding of racial attitudes and racial animus, and its impact on consumer behavior at the regional level. That is, this research highlights that racial sentiments in a local market were able to predict changes in market behaviors, suggesting that race relations can have wide reaching impacts.

(1) Background: Prior research has found that large-scale sporting events may potentially impose negative consequences on the environment, thus impeding the sustainability goals of the sport industry. Along these lines, the current study extends the literature by examining the impact that National Football League (NFL) games have on local-area air pollution. (2) Methods: Air Quality Index (AQI) data measuring six major forms of air pollution were gathered from air monitors positioned close to NFL stadiums and matched with the number of attendees at games. From this, multiple regression analysis was utilized to estimate whether the number of fans was related to changes in air pollution. (3) Results: The regression models found that Ozone and Nitrogen Dioxide levels increased as more individuals attended NFL games. Additional robustness checks and falsification tests suggest that the average NFL event results in an approximately two-percent increase in Ozone levels. (4) Conclusions: The findings from this study contribute to the literature by providing evidence that highly attended sporting events increase pollution levels in the areas near stadiums. Thus, governments and sport organizations should consider low-emission methods to get fans to travel to games in order to reduce their environmental impact.

This study examines the impact of stadium locations on attendance in the National Women’s Soccer League (NWSL). We develop a match-level attendance model incorporating control variables such as market factors and consumer preferences to assess attendance for NWSL games. Our results indicate that attendance drops the further an NWSL stadium is from the city center. Specifically, the coefficients suggest an inverse relationship between attendance at NWSL matches and the distance to the city center, indicating that for every mile further an NWSL team was from the city center, attendance declined by about 6.6%. Our findings show that some of the perceived differences in demand for women’s soccer may be due to infrastructural inequalities such as stadium locations. Therefore, one way to boost demand and attendance in professional women’s sport, specifically soccer, is to move away from suburban stadiums and toward downtown locations.