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Executive Education
Clariden Leadership Institute
Sports Analytics (Melbourne)
Ryan McCumber
SportsTech.ai Company
Ryan McCumber, SportsTech.ai Company
  • Former global Head of KPMG’s Sports Analytics
  • Co-Founder – Sports Analytics World Series with the Vumero the first Sports Analytics Conference in Melbourne in 2015
  • EMEA representative of National Basketball League (NBA) Sacramento Kings fan loyalty analytics platform, which they are implementing at various European football and other sporting arenas
  • Other projects includes: Australian National Basketball League, Cricket, soccer and basketball leagues worldwide and Amsterdam Arena

Ryan is the former global Head of KPMG’s Sports Analytics practices. KPMG is world renowned for data analytics and specifically when it comes to Sport they are in a class by themselves. With projects including the creation of the Major League Baseball and the NBA season schedule; where they improved the player welfare by the reducing back to back games and optimized league revenues via gate attendance and TV ratings.


Ryan led game scheduling implementations globally including at the Australian National Basketball League as well as various cricket, soccer and basketball leagues worldwide. Another KPMG Sports Analytics project was around the monitoring of fan movement at the Amsterdam Arena to identify bottlenecks and pain areas for improvement.


Ryan is also a co-founder of the Sports Analytics World Series (originated in Melbourne in 2015); which is now the largest sports conference in Australia and in 2018 will become the largest sports analytics platform globally with more than 4,000 attendees at events across six countries celebrating the application of analytics in sport.


Ryan is currently based in London as the founder and CEO of SportsTech.ai which is an advisory firm representing various sports tech and analytics initiatives globally. He is the EMEA representative for the NBA Sacramento Kings fan loyalty analytics platform which they are implementing at various European football and other sporting arenas. This platform revolutionizes how clubs monitor and reward their fans using data analytics. In addition to being implemented at the NBA Sacramento Kings the LAVA platform can be found in the new Atlanta Falcons and Atlanta United Mercedes Benz stadium.

Other Faculty Speakers

John Stambouli
KPMG Australia
Senior Consultant, Data & Analytics
  • Senior Consultant at KPMG Sports Data and Analytics
  • Consultant for player performance analytics projects for leading AFL and FFA teams

John comes from a finance and maths background having graduated from UNSW with Bachelor of commerce. Johns passion for sports analytics comes from seeing how using quantitative techniques can be understood and used to solve some of the most pertinent questions in sports. After graduation John worked at Tabcorp in the sports wagering and risk division using his mathematical aptitude and love of sport to design various algorithms, models and trading guides which would help predict the outcome of sporting events. He has then used his knowledge in this area to develop other various models which are at the forefront of the sports analytics movement. John currently works at KPMG in the Sports Data and Analytics team. John is currently working on player performance analytics projects for leading AFL and FFA teams. John is an avid sportsmen himself and competes in triathlons, crossfit competitions and touch football.

Program Summary


This comprehensive 2-day program is designed for senior managements who want to leverage on sports analytics as a key competitive advantage in order to stay on top in the respective sports industries. You will be equipped with the knowledge on the overall landscape of Sports Analytics, categories, history and timelines of sports using analytics to formulate and embed effective analytics solutions in managing the critical issues in your team. This session will help you to gain practical insights on improving player performance, In-Game Decision Making and the use of simulation, regression for future performance prediction to align the predictive solutions with business objectives. You will also learn how to leverage on data analytics to achieve optimum fan engagement and stadium experience to enhance the (ROI) of the team with the use of analytics.

Programs, dates and locations are subject to change. In accordance with Clariden Global policy, we do not discriminate against any person on the basis of race, color, sex, religion, age, national or disability in admission to our programs.



As there has been an increasing demand for sports analytics and this trend is set to experience a continual rise, there is growing importance of using sports analytics as a major competitive advantage in the overall sports experience today. The amount of data generates in each game provide the sports management tremendous opportunity to capitalize on data in various sports, understand what revenue source and enhance decision-making capabilities.


Led by Ryan McCumber and John Stambouli, experienced facilitators, consultants and sports analytics professionals, this 2-day workshop will equip you with the knowledge of using analytics in league operations, optimizing fan experience to improving player performance and game time decisions. You will also learn how to apply analytics in game scheduling, optimizing league revenue such as gate attendance and TV ratings, to the use of simulation, regression for future performance prediction and salary cap management. Through this 2 day workshop, you would walk away with clear understanding on the roadmap for sports analytics , and how sports analytics will shape the landscape of sports decision making forever.

What You Can Expect


By the end of this program, participants will be able to:

  • JUSTIFY sports analytics as a key competitive advantage in order to stay on top in the respective sports game
  • IDENTIFY the approach in building an analytics solution with proven results in improving sports performance
  • EXPLORE the appropriate tools in developing analytics solutions for sports to achieve optimum productivity
  • GAIN insight on aligning the solutions with the organization’s business objectives using various case studies
  • FORMULATE analytics as part of the team’s culture to ensure performance sustainability
  • ENHANCE return on investment (ROI) and business dollar benefits with sports analytics

Who Will Benefit Most


Executive Director, Director, Executive Manager, Senior Manager, Manager in:

  • Performance Analysis
  • Insights & Analytics
  • Sports Science
  • Sport Technology
  • Sports Research
  • Product Development
  • Technology Innovation
  • Competitive Analysis
  • Digital Marketing
  • Marketing Analytics
  • Fan Engagement
  • Business Operations
  • Programmer

Program Outline




Player Performance

  • Player evaluations for drafting, trading

Game time decisions

  • Choices made within a game

Using analytics to optimize sports gambling


League decision making and operations

  • Creating the schedule
  • Evaluating referees

Fan Experience

  • Broadcast OTT
  • Stats to show fans
  • Targeted advertising on fans
  • Fan movement within the stadium




Overall landscape of Sports Analytics, the categories, history and timelines of sports using analytics, global SMEs, leading vendors, solutions and thinking




Player Performance and In-Game Decision Making

  • Moneyball - The beginning of the revolution - Sabermetrics and advanced analytics in baseball
  • How Hungarian Professor Arpad Elo’s algorithm revolutionized the ability to objectively rate and measure team performance - A look at how modified ELO models are being applied to sports
  • The basketball evolution - Advanced analytics in basketball, the prominence of the 3 point shot, lineup optimization, decision making support and the ability to maximize situational output
  • Philly special: How the understanding and adoption of analytics guided the Philadelphia Eagles to Superbowl Glory, and what is labeled as the gustiest call ever on 4th down and goal
  • Where to from here ? - The roadmap for sports analytics , future leaders and visionaries and how sports analytics will shape the landscape of sports decision making forever

Use of simulation, regression for future performance prediction and salary cap management




Fan Engagement


How one NBA Team uses a stadium data analytics platform to target loyal fans (both in stadia and at home)

  • optimize the fan experience,
  • optimize F&B,
  • increase sponsorship and club revenue

Stadium Experience / Safety

  • How the most Innovative Stadium in the Europe is tracking all the fans in the event of a terrorist attack to avoid bottle necks and make sure all fans can get out of the stadium safely
  • Next Generation statistics, how are fans viewing next gen stats on apps, via broadcast and live in stadia?
  • Who owns the data?




Trust the Process (Sam Hinkie and the Philadelphia 76ers), analytics behind tanking and acquiring draft picks as the best way to win an NBA Championship


League Scheduling – how does the NBA schedule 82 games for 30 teams in 29 arenas

  • Cloud computing to churn through 200 Million schedules per minute, and ultimately 35 Trillion schedules
  • Using constraint based optimisation to factor in player welfare, league revenue (gate attendance and TV ratings), etc
  • How other leagues globally address game scheduling and the opportunity to optimise (Major European soccer codes, ICC, CBA, NBL, and AFL)

CFOs Leadership :
Experience Clariden
Discover how our leadership program has shaped the perspectives of CFOs across Asia
Venue: InterContinental Melbourne
Date: 13 - 14 August 2018
Faculty: Ryan McCumber
Early Bird 1: AU$1,595 (by 7 June 2018)
Early Bird 2: AU$1,795 (by 5 July 2018)
Regular Fee: AU$1,895
Group Discount: 2nd participant get 10%, or register 3 participants and 4th participant get a complimentary seat
(1 discount scheme applies)
Contact: [email protected]
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