From “Moneyball” to “Sports Bra”: A Qualitative Interview Study on the Use of Cognitive Computing Systems in Sports

There are a wide range of possible applications for the collection and analysis of statistical data in sports, although their potential has not yet been fully exploited. This study focuses on the areas in which cognitive computing systems can offer advantages for sports organizations. Furthermore, it explores the extent to which media companies can use artificial intelligence to evaluate unstructured data and provide better services. Six semi-structured interviews with experts from the fields of sports, media, and information technology were evaluated using qualitative content analysis. This revealed the need for companies in both industries to adapt to rapidly changing market conditions. The speed of decision-making can be increased by collecting and analyzing large amounts of data in real time. Furthermore, relationships can be derived that were previously hidden due to the cognitive limitations of the human brain. Based on the analysis of all dimensions of athletic ability and the facets of a player’s character, team performance can be improved. In addition, it is possible to assess the extent to which an athlete’s character is compatible with a team and with which teammates he or she is likely to be a better or worse fit. Media companies are enabled to provide sports organizations with insights from the use of cognitive applications and are transforming from media companies to service providers.