Like in many other industries, harnessing data and technology in the pro sports world is now an imperative. Sports industry pros use technologies like AI and machine learning for customer analytics (or, in this case, “fanalytics“) to derive deeper fan insights. In the age of the customer, you need strong fanalytics practices to understand who your fans are, serve them, and delight them to keep ’em coming back. Fanalytics must pervade the entire customer lifecycle. This report outlines industry trends to help customer insights (CI) pros understand how and when they can use analytics at sporting events to improve fan engagement.