The following also appeared in Sporttechie
The use of data in every corner of sports business continues to expand with each passing day. From virtual reality to wearable tech to iBeacons and gaming, there is no escaping how all things digital are changing the sports and entertainment landscape. One critical part of understanding the opportunities in this growing business is the need for effective learning experiences, both on the campus and in the workplace.
One of the schools that have emerged as a leader in the space is Columbia University’s Graduate Program in Sports management. It is no surprise that the programs evolution into more big data comes at a time when its head, Vince Gennaro is also the president of the Society of American Baseball Research (SABR). While they are two different hats, Gennaro and his faculty (which includes people like former head of CBS Sports Neal Pilson, WNBA Commissioner Val Ackerman and now former Red Sox GM Ben Cherington) have looked to find ways to ties data, digital and analytics into the curriculum to help students plan for what’s ahead.
We caught up with Gennaro to talk baseball, stats and critical thinking.
Columbia’s program has grown in various ways in the past 18 months, what has been the impetus of change?
The sports industry is changing dramatically. It’s truly at the intersection of much of the new technology that is affecting various areas of our lives. The 3 themes that have driven our change are: Globalization–geographic boundaries mean very little any more.
The Bundesliga and the English Premier League are easily accessible from our homes or our mobile devices, while the NBA focuses on the development of its brand in China; The Explosion of Data and Information–the proliferation of data means that from 2010 to 2020 the amount of data and info on the planet will increase by more than 40x. Contained in that data are insights into how to build a sports brand, how to acquire and develop top athletes, how price an event, etc.
It is critical that students/graduates understand how to analyze and interpret information to make decisions; Digital Media and Technology–technology is also changing the way we consume sports. From mobile devices, to virtual reality the sports broadcast scene is undergoing dramatic change; The changes we’ve made to our MS in Sports Management Program are all geared to preparing students for the tomorrow’s sports industry, which incidentally, has already arrived!
Do your roles with SABR and Columbia intersect, and how so?
The intersection point with the Columbia Sports Management Program and my role as the President of the Society for American Baseball Research is greatest in the area of sports analytics. For years baseball has been a fertile training ground for teaching ways in which sports organizations turn data into informed decisions for MLB teams.
What does Ben Cherington on the staff mean to the program, will you look to add others in similar roles?
We are very excited to have Ben join our faculty, serving as an Executive-in-Residence. Coming from one of the most intense jobs in all of sports–GM of the Boston Red Sox–Ben will teach our course in Leadership, beginning in January. He’ll be in a unique position to add texture and personal experiences to our Leadership curriculum, which will give our students an up-close look at the challenges and stress points of a senior leadership role, in a pressure-cooker environment. We’ll also explore other ways that Ben can make the most of his time at Columbia, such as engaging in research projects and advising students about careers in sports.
The program is the only of its kind at an Ivy League institution? How does that set the program apart in a crowded field?
By being the only Ivy League university with a graduate program in sports management, we ensure our students have been provided with an academically rigorous and challenging curriculum, from an extraordinary faculty. In addition, the Columbia University alumni rolls offer our students and unparalleled network of executives and decision makers in sports.
The Columbia brand opens many doors for students and alumni and it is our goal to give students the tools to capitalize on the many opportunities ahead for them.
What do you tell prospective students about the value the program can bring to them as professionals?
To borrow a phrase from Wayne Gretzky, our program is a “skate to where the puck is going” program. By staying on the leading edge of the sports industry–even playing a role in pushing the edge further out–Columbia Sports Management is really re-defining sports management education.
We have an unprecedented 32% of our incoming students with at least one graduate degree. These are lawyers with JD degrees or business executives with MBA degrees who have the confidence that our program will launch them, or help them make a career change, into a long and productive career in sports.
You have seen the value of data and analytics impact baseball, what sport do you think has the most potential for growth in the coming years?
I believe that soccer, basketball, and hockey have the inside track on gaining ground on baseball, today’s leader in sports analytics. New and emerging data capture technology that focuses on player tracking and movement, coupled with wearable technology, will revolutionize the way sports teams acquire, develop, and deploy their talent.
