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Title of Project: Revolutionizing Franchise Management, Medicine, and the Fan Experience: The Influence of Advanced Analytics and Technology in Sports and its Potential for the Future

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Title of Project: Revolutionizing Franchise Management, Medicine, and the Fan Experience: The Influence of Advanced Analytics and Technology in Sports and its Potential for the Future

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The adoption of advanced analytics and technology in sports is a relatively recent phenomenon, spanning only a few decades. The pioneering work of Bill James, often hailed and recognized as the founder of evidence-based sports, marked a pivotal moment in this evolution and development. In the 1970s, James introduced measurable metrics in Major League Baseball to assess the performance of players on sounder analytic ground, focusing on advanced measurable outcomes, rather than relying on the traditional aesthetical play of an athlete, which was commonplace at the time (C. Phillips, J. Greene, S. Podolsky 2012). Prior to James’ work, baseball franchises relied heavily on scouting and evaluating players using the five-tool-system as the primary metric, wherein franchise executives judged a player based on their speed, power, contact, defensive fielding skills, and arm strength. Ironically enough, the five-tool metric is actually still commonly used in baseball today. James’ analytical expertise was later sought by the Boston Red Sox, one of the most influential Major League Baseball Franchises, who hired him as an analyst consultant in 2002 (C. Phillips, J. Greene, S. Podolsky 2012). This act popularized the era of statistically-based baseball, and thus, popularized the usage of advanced analytics, data, and technology in the entire sports realm.
Such utilization of advanced analytics, data, and technology has affected many different aspects of sports, at all levels. While some advocates of advanced analytics and technology within sports hail and praise the utilization of technology by sports franchises and leagues, a fair share of critics has also arisen in response to the technological developments. Sports professionals, journalists, analysts, former players, and even fans often have an ongoing debate about whether some, or all, advanced analytics are actually useful to the understanding and development of the sports world. Figure 1 below shows one example of an ESPN analyst, Kendrick Perkins, publicly showing his dismay and opposition to the utilization of advanced analytics in determining which player (Nikola Jokic or Joel Embiid) should win the Most Valuable Player (MVP) award. In the Tweet, Perkins, who is also a former NBA player, having played 782 games in his career (Basketball Reference, 2023), reveals that he prefers to use the “eye test” in determining which of two players deserve an MVP award over the other. Even acknowledging the fact that advanced analytics would point to Nikola Jokic deserving MVP, Perkins still maintains that the “eye test” is a better metric in determining a player’s performance. His advocacy for the use of the “eye test” over advanced analytics has brought on much debate in the sports world, with some pushing back against the utilization of advanced metrics in determining the success of a player.Despite the occasional opposition to the utilization of advanced analytics, data, and technology within sports, it is undeniable that such technological development and advancements have left a wide range of effects in sports culture. The contribution of advanced analytics and technology to the enhancement of the sports industry could be seen as widely beneficial, paving the way for transformative improvements among sports franchises, professionals, and fans.

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The sports industry has seen a significant transformation in recent years with the incorporation of advanced analytics and technology into its culture. This development in advanced technology has left a plethora of impacts on teams, players, and fans. We have explored the influence of advanced analytics and technology, specifically in the areas of franchise management, injury prevention, and the fan experience. Despite the evident benefits of advanced analytics and technology in sports, there is still some opposition to its use. Some argue that advanced analytics, metrics, and technology overcomplicate modern day sports and take away from the traditional methods of measuring a team’s or a player’s success, it has been argued this that the utilization of advanced analytics and technology in sports has, ultimately, had a largely positive impact on the industry.

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Level 3 Part 1: Disparity in Generational Perceptions of Advanced Technology and The Future of the Sports Industry

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Level 3 Part 1: Disparity in Generational Perceptions of Advanced Technology and The Future of the Sports Industry

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Americans aged 21 and above who regularly bet on sports rose by 80% in 2021 compared to 2020, but research indicates a generational gap in sports betting participation (see Figure 19), with adults aged 44 and under being significantly more likely to bet on sports regularly than older age groups. Only 10% of adults aged 45-64 and 5% of those aged 65 and older reported regular sports betting (Silverman, 2022). This may suggest that older generations are resistant to technological change, or that they are unable to keep up with modern analytics and technology. Backing this up, a recent survey (n=86) found that the plurality of people reported viewing resistance to change as the biggest challenge facing the utilization of advanced analytics and technology in sports (My Survey, Question 11, 2023).

The use of advanced analytics and technology in sports sometimes receives backlash from critics who claim that the utilization of the data is hurting sports more than it is helping. Critics may point out to the fact that advanced analytics can take away from the tradition of a game. Gregg Popovich, the Head Coach of the San Antonio Spurs, has publicly announced his discontent on the focus of the 3-pointer in modern NBA play. Despite being a very successful and experienced coach, Popovich nonetheless hates the 3-point analytic game, complaining that the modern era has taken away from other important statistics and taken some of the intricacies  and “beauty” out of the game (cited in New York Post Staff Report, 2018). Popovich, who is 73 years old, is the oldest current NBA head coach (per NBC Sports, 2023). His public discontent about the modern era of play raises questions surrounding traditionalism and whether or not there's a resistance to change, regarding advanced technology, in sports culture.

According to a recent 2018 study, a reported 51% of millennials report using online tools for word and data processing, compared to only 33% of Baby Boomers. Additionally, younger workers tend to use smartphones and mobile apps for work purposes more than older workers, with 61% of millennials and 54% of Gen X saying they use their smartphones frequently for work, compared to only 38% of boomers, the majority of whom use phones solely for taking business calls. Millennials are also more likely to prioritize an institutions’ tech-savvy in deciding to accept an employment offer than boomers are. Lastly, Millennials voice notably higher rates of concern over the uncertainties surrounding automating technologies. 52% of Millennials report that they are somewhat concerned about the impact of automation on jobs, while only 37% of Baby Boomers are (see Figure 20) (CompTIA, 2018). The last piece of evidence, specifically, suggests that Millennials are more aware of the short and long-term capabilities of technology and automation than Boomers are. In regards to sports, this data could suggest that franchises with older executives or employees may be more resistant to adopting advanced analytics and technology into their decisions. It may help explain why Coach Popovich is so resistant to incorporating the 3-point shot into his game plan.

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Level 3 Part 2: Broader Implications of Technological Development + Proposals for solutions/more research

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Level 3 Part 2: Broader Implications of Technological Development + Proposals for solutions/more research

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But could this disparity and inequity of technology use between generations extend towards other groups and demographics? On a broader scale, the impacts of advanced technology and metrics in sports can have overlying issues in other industries. Recall above that 52% of Millennials reported being somewhat concerned about the impact of technological automation on jobs (CompTIA, 2018). Survey findings like this show that people fear technological innovation leaving a negative impact on humans and possibly our job opportunities. These worries are completely valid, too. In March of 2023, OpenAI released GPT-4, an updated Artificial Intelligence chatbot tool (L. Varanasi, 2023). In late April of 2023, the popular social media app and platform, Snapchat, released an AI-powered chatbot — “My AI” — that users can talk to, whenever they want, as well as customize. GPT-4 scored in the 90th percentile of the Uniform Bar Exam, It scored in the 99th percentile on the verbal section and in the 80th percentile of the quantitative section of the Graduate Record Examinations (GRE) (Varanasi, 2023).

So, humanity isn’t going to run out of jobs, but high-paying and high-skill demanding jobs may take a toll as technology develops. I propose for us to start questioning more public policy regarding future education and jobs, and how those sectors might be negatively impacted by the development of technology. Autor (2023) mentions that we ought to focus our energy on improving people’s skills so that they can qualify for better jobs, and I completely agree with him. The people likely to end up in the hands of advanced AI and technology are those who have access to it. Thus, I argue that those in poverty and with low skill will be hurt disproportionately more from technological development than those with the money and skills to apply such technology to their advantage. There already exists huge economic inequality in the U.S., especially when compared to similar democratic countries.

As a sports fan, advanced technology and analytics have been largely beneficial to my experiences but I can recognize and understand the push back against technological development. I encourage others at my institution, the University of California, Berkeley, to take a step back as well. As a first generation Latino born to two undocumented immigrants, who are both now serving sentences in prison, and as a former foster youth, I am critically aware of the worries that come out of being raised in a lower income home, and the self-reinforcing financial practices and barriers that come along with that, entrenching a culture of relative poverty. Thus, in order to prevent technological development leaving a larger income and wealth inequality gap in the U.S, I argue that we should call on our policymakers to invest more into the education sectors, so that our future generations, of all colors, backgrounds, religions, etc., can attain the education and skills necessary to keep up with the rapidly changing technological world.