As legalized sports betting in Florida nears its potential go-live date in Fall 2021, you, the Director of Research & Analytics with the Orlando Magic, have been tasked with researching and summarizing data related to fans’ interest and potential involvement with sports betting with an aim towards informing the Magic’s leadership on how different fan segments are likely to respond / participate to sports betting based on the survey results and the impact it will have on the NBA game and viewership experience (both in-venue and at-home).
As part of this project, your research department recently administered a brief survey to a sample of Orlando Magic fans asking them questions related to sports betting. Once the survey responses were collected, your team appended to the survey responses various respondent demographic information, where available. In addition to data analytics, your team is also tasked with doing web research and extensive reading on sports betting trends and forecasts, the demographic characteristics of sports betting consumers, and how other pro sports teams in states earlier to legalize sports betting have activated and capitalized on sports betting. Your team has begun gathering accessible 3rd party information to augment your internal research, but you are also expected to continue searching for other additional meaningful information to help in this project.
Based on the data set you’ve acquired, you have been requested to submit a no more than two-page executive summary memo (with an additional one page available for charts and/or visuals) summarizing insights learned from your fan data analysis AND any key insights from outside research and review. In addition to summarizing the data/research, you’ve also been asked to briefly share initial conceptual recommendations for how sports betting can be capitalized on to drive fan engagement, grow the Magic’s fan base, and increase team revenues.
Listed below is a brief description of the attached documents:
4 – Strategy Assignment for Sports Analytics Fall 2021 01.docx (Assignment directions and guidelines)
Strategy_Assignment_Sports_Betting_Data.xlsx (Magic data set that is being analyzed for the assignment)
2020BrandtReport.pdf (Sports betting research)
Consumer-Research-One-Pager.pdf (Consumers w/ sports betting research)
Personicx LifeStage Cluster All.pdf (More research)
Personicx LifeStage Group All.pdf (More research)
SportsBettingMarketUpdateFinal.pdf (Project example #1)
Strategy Assignment – Example 2020.pdf (Project example #2)
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