There are two factors in 2018 and beyond that dictate success in sport business – one is something that has always been and will continue to be essential – Talent. The other is data – not just the numbers but the insight and intellect of the talent generating the data, working with the data and making decisions based upon that data. Fiona Green’s Winning with Data – CRM and Analytics for the Business of Sports – describes what talent plus date equals – namely sport business intelligence.