Scoring Big with Data: How Sports Franchises Win with Analytics

Pro football season kicked off last week, and the energy in stadiums across the country was electric. But behind the roar of the crowd and the thrill of the game, there was a quiet undercurrent happening; one powered by data.

Unfortunately, even the most popular sports franchises are struggling to tap into the power of data. They struggle to access data spread across SaaS tools – and more likely than not are unable to combine data into a single view at a useful frequency and reasonable cost. Like any business, they need to know how they’re performing – just as fast as your teams play on the field! 

At Hitachi Solutions, we’ve seen firsthand how the Hitachi Solutions Empower Data Platform is transforming the way sports franchises operate. Empower combines over 400 data sources onto a single platform – which can include sources like Eloqua, Ticketmaster, StubHub, Rover, Retail Pro, and more. Empower knocks down data silos like a blitzing middle linebacker.

The real power of Empower comes from bringing together data streams that, until now, lived in separate silos. Sports franchises are using it to:

• Maximize Sponsorship ROI – By combining in-stadium Wi-Fi usage, social media engagement, and QR code redemption data, franchises can show sponsors exactly how their activations are driving fan interaction.
• Boost Game-Day Sales – Integrating point-of-sale data from concessions with ticket scan times lets teams predict surges in demand — so when a big play happens, they’re ready with enough hot dogs and merch in the right locations.
• Personalize Fan Outreach – Merging ticketing platform data, loyalty program history, and email marketing analytics helps franchises send tailored offers — like discounts on jerseys for fans who’ve bought game-day apparel before.
• Optimize Staffing & Operations – Using turnstile counts, parking lot sensor data, and weather forecasts, teams can adjust staffing levels and traffic control plans in real time.

With over 400 data sources feeding into your Empower lakehouse in Azure, these insights become available in real time.

A Team in Your Corner

Not every sports franchise has a large in-house analytics group. That’s why Empower isn’t just technology — it’s backed by a dedicated Hitachi Solutions managed services team.

When you work with us, you get instant access to:

• Data Engineers who can integrate new sources quickly and cleanly
• Data Scientists who can uncover patterns and build predictive models
• Power BI Engineers who create dashboards that decision-makers actually use
• Solution Architects who ensure your data strategy scales with your business

We act as an extension of your analytics team — or, if you don’t have one, we become it. That means you get the capabilities of a top-tier data department without the overhead.

Football season is more than just a sport, it’s a cultural moment where friends and family join together to cheer on their team, indulge in some great food, and be part of a community. We’re in a time when fans expect personalized experiences, franchises need to deliver.

So as the season begins, let’s celebrate the power of data to elevate the game, for teams, for fans, and for the future of sports.

And in case you’re wondering who my favorite team is… sorry, Baltimore, but what a comeback! LET’S GO BUFFALO!!!