Beyond ‘Moneyball’ to Analytics Leadership in Sports: An Ecological Analysis of FC Bayern Munich’s Digital Transformation

Felix Ter Chian Tan, Jonas Hedman, Xiao Xiao

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


Since Michael Lewis’ thesis on Oakland Athletics’ analytical approach to assemble a competitive baseball team and the release of the feature film “Moneyball”, the interest in sports analytics has grown rapidly. Existing research on sports analytics, though nascent and limited, paints a rather different picture compared to data analytics in the business context, mostly due to the nature of the sports industry and its organizations. Therefore, it is our focus in this study to further unpack such differences through a case study of FC Bayern Munich and its digital transformation to achieve analytics leadership. More specifically, we strive to understand 1) what analytics leadership entails for professional sports teams; and 2) what type of IT-enabled capabilities are required to realize such leadership position within a sporting and entertainment ecosystem. Our initial analysis identified three main applications of analytics, namely player and team performance, event management, and customers.
Original languageEnglish
Title of host publicationAMCIS 2017 Proceedings : A Tradition of Innovation
Number of pages5
Place of PublicationAtlanta, GA
PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
Publication date2017
Article number10
ISBN (Electronic)9780996683142
Publication statusPublished - 2017
EventAmerica�s Conference on Information Systems: A Tradition of Innovation, AMCIS 2017 - Boston, MA, United States
Duration: 10 Aug 201712 Aug 2017
Conference number: 23


ConferenceAmerica�s Conference on Information Systems: A Tradition of Innovation, AMCIS 2017
Country/TerritoryUnited States
CityBoston, MA
Internet address


  • Sports analytics
  • Football
  • IT capability
  • Analytical leadership
  • Ecological Analysis

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