The impact of data analytics on fan engagement in professional football

This thesis examines how data analytics influences fan engagement in professional football. It shows how data-driven tools, such as dynamic ticket pricing, personalisation and social media, affect fans’ emotional, behavioural and cognitive engagement. The literature review shows that dynamic ticket pricing can increase revenue in the short-term but may also weaken perceived fairness if not implemented transparently. Personalised digital communication improves the relevance of the communication, but it risks creating concerns of data privacy when used in excess. Finally, the thesis finds that social media algorithms amplify polarising content. This can affect sentiment and performance expectations within online fan communities in positive and negative ways. The thesis concludes that data analytics creates opportunities for value co-creation but also risks for value destruction in football fan engagement. To balance these effects and maintain an engaged fan base, clubs should adopt a fan-centric, transparent, and ethical data strategy.