044 Data, Fandom, and the Future of Sports: A Conversation with Neil Schwartz

Sports Business Leaders welcomes data veteran and SBRNet president Neil Schwartz for a deep dive into how data, fandom, and storytelling are reshaping the sports industry. Justin and Jake sit down with Neil to unpack his journey buying SBRNet in 2019, growing it to over 250 university and commercial clients, and building one of the most robust annual studies of sports fandom in the market.Neil explains how fan behavior has shifted pre and post pandemic, why live attendance is starting to decelerate while streaming accelerates, and how that shift fuels sports gambling, fantasy, and even licensed merchandise sales. He breaks down why data literacy is now a core skill for anyone in sports, from students to executives, and why Excel, clear insights, and storytelling often matter more than fancy analytics tools. The conversation ranges from the Green Bay Packers and Eagles to F1 and Netflix’s Drive to Survive, the rise of influencer marketing, and crossover fandom that drives sponsorship value.Neil also shares actionable advice for young professionals on persistence, kindness, and building a career at the intersection of sports, business, and data. Throughout the episode, Neil returns to one central idea: data gives you the facts, but people and stories are what turn those facts into real decisions and long-term impact. Visit www.sportsbusinessleaders.com for more information about how to get involved.