The COC has announced an eight-year, cash-and-services sponsorship deal with SAS, an analytics software company whose clients include banks, hotels, universities and casinos. The company’s sports division has worked with the Los Angeles Kings, Orlando Magic and New York Mets as well as Major League Soccer.

The pro teams often want data on season-ticket holder retention and fan experience enhancement. Athlete performance will be SAS’s primary work for the COC.

“Our initial focus will be on what we call player analytics,” SAS president Cameron Dow told The Canadian Press from Toronto. “It’s a lot more than a marketing partnership. It was more around how could we actually work with the Canadian Olympic Committee and the Olympic team to actually make a difference and drive results?”

Canada’s Olympic team used advanced data analysis for the first time in last year’s Summer Olympics in Rio.

Source: COC doubling down on data analytics | Orangeville.com