I’ve been in a fantasy football league for twenty years — and last year, our twentieth season, I won. That one was special. I dedicated it to my father, who passed away in 2008.
As an only child — and a daughter — my father made sure I grew up understanding competition, grit, and the strength of teaming. He didn’t just teach me how to throw a spiral or track a baseball; he taught me how to prepare, how to stay composed under pressure, and how to play for the name on the front of the jersey, not the back.
We went to countless games together — starting with local high school football — and he broke down strategy like a coach, celebrating effort as much as outcomes. Those moments shaped me. They taught me that whether you’re on the field or in the boardroom, success comes from understanding people, anticipating moves, and working as a team to achieve something greater than yourself.
So when I had the opportunity to collaborate with the New York Football Giants to explore how data and analytics could elevate the fan experience, it felt like the perfect intersection of passion and purpose — a chance to blend my lifelong love of sports with my work in customer experience and data-driven transformation.
The Business of Belonging
Sports have always been about more than the score. They’re about belonging — that shared excitement, heartbreak, and pride that unite people across generations and backgrounds. That sense of community is what defines the best customer experiences, too.
But expectations have changed. Today’s fans don’t just want to watch the game; they want to live it — to feel personally connected to the team, the players, and the brand.
That’s where data comes in.
By leveraging analytics and AI, teams can translate information into insight — understanding their fans in deeply human ways. From ticketing and merchandise to mobile engagement and in-stadium experiences, data is the foundation that helps transform casual fans into lifelong advocates.
Data Meets Emotion
The most powerful customer experiences combine data with empathy. Numbers can tell you what people do, but only empathy reveals why they do it.
Working with the Giants, the goal was to uncover insights that made every fan feel seen — whether that meant improving how fans navigate MetLife Stadium, personalizing digital interactions, or reimagining game-day engagement through predictive analytics.
Because data doesn’t just drive efficiency; it drives connection. It allows organizations to anticipate needs, reduce friction, and deliver seamless, emotionally resonant experiences that people remember.
The New CX Playbook
Across industries, the future of customer experience depends on the ability to translate insights into an authentic connection. Gen AI and advanced analytics now make it possible to listen at scale — but leadership and vision determine how that data is used.
The best organizations are asking:
- How can we use insights to make people feel more valued?
- How can we transform transactions into relationships?
- How can we design experiences that reflect not just what people do, but who they are?
Sports teams — and the brands that sponsor them — are writing the new playbook. When you treat fans like family, they don’t just buy tickets. They buy in.
Beyond the Game
Sports will always be about more than winning. They’re about the feeling — the belonging, the shared energy, the connection.
That’s what I’ve built my career around: helping organizations harness data and analytics not just to make smarter decisions, but to make more human ones.
In sports, as in business, success isn’t measured only by the scoreboard. It’s measured by the strength of your community — and by how deeply people believe in your brand.
When you understand your fans — really understand them — you don’t just create customers.
You create superfans.
Explore how data and belonging together drive customer experiences that create lifelong loyalty.