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Big Ten Launches Sports Data & Analytics Department, To Leverage In Broadcasts And Marketing


Dominique massimino

The Big Ten Conference formed a sports data and analytics department to create new ideas for the conference and researching data-related business opportunities. Leverage data to engage with fans across media and broadcasts Also to be at the heart of the new department.

“Data, analytics and research are king right now,” Big Ten Commissioner Kevin Warren said wednesday in Las Vegas at the SBJ’s Learfield Intercollegiate Athletics Forum. “And there is so much more we can do in the college space from a fan activation perspective – know our fans, be able to target them from a marketing perspective, opportunity to increase revenue.”

Kerry Kenny, 14 Big Ten employee, promoted to SVP from television, media analysis and emerging platforms at the conference. He will lead the infusion of data and media consumption trends while working with the Big Ten main broadcast partners: the Big Ten Network, CBS, ESPN and FOX.

Networks such as ESPN and CBS have already added in-game data to college basketball shows via Shot tracking, the sensor-based fire analysis system that has existing agreements with the Mountain West and Big-12 conferences. In May, former Big Ten commissioner Jim Delany joined ShotTracker as an advisor.

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