When people think of big data, they tend to think in numbers: how many, how much, how often. And the tendency to do so is potentially stronger in sport than in many other businesses: results, records, league positions and personal bests. In the playing arena, it is the numbers that really count, but on the commercial side of the industry, sport remains a people business and its USPs are built around the human qualities of passion, emotion, pride and community.
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