Live sport has a measurement problem, but not because it lacks data. We can track everything from who booked, who attended, what they engaged with, whether they returned, and more. For investing sponsors and organizations, that is progress.
But more data doesn’t automatically mean more understanding. A person can spend a couple of hours at a fanzone, scan a QR code, and never think about the sponsors again. However, according to the measurement in place, they would be considered engaged, even while they are emotionally checked out.
The data isn’t wrong, it is just incomplete. If experience is going to be taken seriously as a business tool, it deserves serious evidence.
