Sports ETA Launches Sports Tourism Learning Institute

 Posted on: November 16 2020
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Sports ETA Launches Sports Tourism Learning Institute
Sports Tourism Analytics Certificate Kicks Off As First Course Offering

CINCINNATI (November 16, 2020) - The Sports Tourism Learning Institute, the education hub for Sports ETA, will serve as the leading resource for the sports events and tourism industry. Curriculum will include topical webinars (called “Power Plays”), industry certificate courses (called “Certificate Playbook” courses), and future expanded credential programs (called “Front Office Education”).  

Sports ETA is partnering with 4FRONT, a leading sports innovation consultancy, to offer the Sports Tourism Analytics Certificate, beginning November 16 as part of the organization’s Sports Tourism Learning Institute.

The Sports Tourism Analytics Certificate will take a deep dive into utilizing analytics to solve challenges and develop strategies in 2020 and beyond.

“The Sports Tourism Analytics Certificate is an opportunity for every participant to reimagine analytics in the way data is collected to how to use it to grow their business,” said Al Kidd, President & CEO of Sports ETA. “4FRONT has been a long-standing partner of Sports ETA and we look forward to co-launching this successful and innovative certificate program to advance our industry.”

“Now more than ever, the use of analytics helps drive certainty in an uncertain world,” said Dan Migala, Partner & Co-Founder, 4FRONT. “Our use of innovative strategies and analytics drives revenue growth for organizations around the world. 4FRONT is thrilled to team up with Sports ETA once again to help inspire and educate participants to make analytics actionable. We’ve designed this course with Sports ETA to break down barriers of intimidation with the objective to use analytics to help drive strategic plans and incremental revenue for 2020 and beyond!”

The five sessions for the Sports Tourism Analytics Certificate include the following:

Session 1: An Introduction to the World of Sponsorship Analytics in a Digital Era

This session is focused on translating analytics into digital marketing: From gathering data from multiple sources to segmenting that information into workable data that can be used in marketing efforts.

Session 2: Best-in-Class Data Collection Tactics & Strategies

This session will include techniques on gathering data including collecting data in-person, navigating your way through outside party data and the essential data from social media.

Session 3: Insights 101: The Power of Understand the DNA

This session will discuss the DNA of data collection: Demographics, Needs and Attitudes and how to create a segment of people to receive the right message on the right platform at the right time.

Session 4: The Role of Data in Sponsorship Measurement

How successful is a sponsorship? Data can help measure that. This session will focus on the need for such data and how to enhance your measurement practices.

Session 5: Breakthrough Analytics Applications for Marketing & Sponsorships

This session will feature keys to success in pairing analytics with partnerships and marketing. Whatever the end goal is, this session will show how analytics can help strength the end result.

Registration is available here. Sports ETA member rate is $399 for all five sessions, and the non-member rate is $499.


About Sports ETA

As the only trade association for the sports events and tourism industry, Sports ETA is the most trusted resource for sports commissions, destination marketing organizations (DMOs), and sports event owners. Sports ETA is committed to the success of more than 850 member organizations and 2,400 sports event professionals. Our promise is to deliver quality education, ample networking opportunities and exceptional event management and marketing know-how to our members, and to protect the integrity of the sports events and tourism industry. For more information, visit

About 4FRONT

Who is 4FRONT? Inventors, marketers, sports enthusiasts, creatives and strategists who like to go BIG. They challenge themselves and their partners to think differently, because it takes them to unexpected places. They won’t stop until they’ve helped you score the run, beat the buzzer, cross the goal line and get the applause.

For over 10 years, they’ve been helping their client partners hone their skills, create new services, re-write the “rules” and knock it out of the park. Their core solutions not only work, they work together and take your existing streams to the next level.

4FRONT has worked with clients such as the Chicago Bears, Minor League Baseball, Detroit Red Wings and Little Caesars Arena, Ultimate Fighting Championship, and the Oklahoma City Thunder.


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