About the Analysis

Sports fans are one of the most valuable audiences in marketing. They build long-term brand affiliations, follow their passions with intensity, and carry real purchasing power. But most sports marketing still treats them as a demographic. This analysis treats them as individuals.

DataCurve partnered with the University of California, San Diego (UCSD) Rady School of Management on a rigorous analysis applying modern data science and AI to one question: what do we actually know about sports fans, and what can we do with that?

The team worked across the full analysis lifecycle: schema design, data enrichment, persona development, fan interviews, and machine learning modeling. The findings surfaced clear signals, a few surprises, and a practical framework for how sports organizations and brand sponsors can apply this kind of intelligence today.