Last Updated on June 14, 2022

Sports Analytics Certification Programs

“Sports is a big money-making industry, and data are being collected on the teams and athletes all the time. You have to imagine that this problem is not going away and we need statistically savvy people to analyze this type of data.”  

– Mizzou Professor Erin Schleip

Certification in Sports Analytics – The Key to Success in the Business of Sports

The age of analytics has arrived. Data driven decision making is now a part of every industry, and the best way to future-proof your career is to become proficient in analytics.

This is especially true in the sports industry. For young people who dream about being successful in the business of sports, analytics is now a huge part of the game at every level. 

A Sports Analytics Certificate is a surefire way to increase your earning potential. For recent graduates and young professionals looking for a way to advance their career, earning a certificate in data analytics could be a wise decision. Data-driven decision making is more important than ever, and those who understand how to leverage data analytics will find themselves in high demand. 

Who Should Study a Sports Analytics Certificate?

The future of decision making in the sports industry and beyond will be informed by data analytics. As such, those who are fluent in analytics will be highly sought after for years to come. 

It is important to understand that Sports Analytics can pertain to everything from on-field problems, sport science and player performance, and the business side of sports. Regardless of which area of the sports industry you aspire to work in, the process of interpreting, visualizing, and communicating the stories hidden within data remains the same. For many, the most accessible way to earn this skill set is to earn a Sports Analytics Certificate.

While there are opportunities throughout the sports industry, there are multitudes more opportunities in the business side of analytics than elsewhere. Dr. Dan Larson, who teaches Sports Analytics at the University of Oklahoma, explains the dynamic this way,

“My sense is that the opportunities are much over-weighted by business intelligence. That’s the core of the business, their revenue-generating proposition and understanding of the consumers, and like I said it has been a lot more developed over time with the general business and marketing operations.”

Dr. Dan Larson

The good news is the skill set that a Sports Analytics Certificate will prepare you with is highly transferable. Once you know understand the process, you can approach as wide variety of situations.

Since the sports industry has such a vast audience, there are endless companies seeking sponsorships and partnerships that provide access to their customers. In an interview with Sports Degrees Online, Professor Darin White explained these relationships,

“Sports teams are buried in data on the business side of the organization. We’ll take ticketing data, social media data and help teams better determine how they can drive revenue from that data… Another part is focusing on the sponsorship side, [which is a seventy billion dollar [industry] just for North America in terms of total sponsorship spending each year…There are so many brands out there that leverage sports property, so you have to achieve their marketing objectives as well. [Sports Data Analysts] help those brands understand the value they are actually getting from those partnerships.”

Dr. Darin White

Another example on the business side is through interactive technology. Teams are investing heavily in in-game entertainment to encourage viewers to stay tuned as much as possible. It is not uncommon for teams to have things like live predictions of the next play, or the result of the current situation to increase engagement from fans. All of these in-game, statistics-based activities are produced by the sports analytics team.

Sports analytics expertise now informs and guides the most significant business decisions made in the sports industry.  Launching a new app that increases fan engagement exponentially can help the bottom line in significant ways. Professor Ted Hayduk explains the analytics upside of the NFL’s recent decision to move 100% of their game tickets to mobile only,

“If you have to download their app to utilize their digital tickets, now they can interface with all the other data consumers are giving off. If you are purchasing team gear on Fanatics, scrolling through Instagram and interacting with team content, they’ll be able to package that into one big user profile.” 

Sports analytics is also changing the game through the lessons of sport and exercise science. More data is being collected for each team and each athlete at the collegiate and professional levels than ever before, including vitals, speed, and acceleration. This data collection goes far beyond traditional statistics like passes, goals, and touches. For young people who dream of being a part of the front office of a major sports team, it is imperative that you know enough about sports analytics to understand this language.

What Skills Will I Learn from a Sports Analytics Certificate?

For sports industry professionals, it is hard to imagine a skill set that adds more value and earning potential than a certification in data analytics. Every company and organization has more data than they know what to do with, so the prospect of adding someone to their team that can help them derive value from it is very appealing. 

Likewise, if you already have a position at a company and you are looking for a way to climb the career ladder, a Sports Analytics Certificate could be the difference-maker. Since you already understand the inner workings of the business, the addition of a data-driven skill set will greatly increase your value to the organization. 

Here is an overview of the sports analytics process:

Processing and Interpreting Data – You will need to learn a programming language like R or Python that will allow you to view the data in various ways to find insights and patterns.

Visualization – Once you have discovered a useful trend, you must use charts and graphs to display your findings so that various stakeholders can easily understand what you want to share.

Communication – Finally, you must propose concrete action items that will allow the organization to take advantage of your findings. While sifting through data is necessary, the numbers mean nothing if they cannot be clearly communicated. It takes a certain type of talent to convey complicated information in a simple way, however, this is a talent that can be achieved with practice.This is where the ability to “sell” your story becomes very important, because the success of your proposition depends on whether the group buys it.

What Courses Make up a Certificate in Sports Analytics?

Data Science – Data science is a core part of every sports analytics certificate program. Expect to learn the basics of at least one coding language (either Python or R) as part of the course.

Statistics – A solid understanding of statistics is also a key part of a Sports Analytics Certificate. Understanding how statistical analysis and modeling works is foundational to analytics.

Sports Media and Marketing – Understanding fandom and how the business of sports is different than other industries is a key part of Sports Analytics. Learning how to use data analysis in a sport-specific context is of great importance.

Sport Science Analytics – With the advent of wearable technology, the mountain of data related to on-field performance has exploded. This is one of the fastest growing parts of the Sports Analytics field.

Online Sport Analytics Certificate Programs