The National Hockey League (NHL) is focusing on making a substantial investment in analytics to evaluate players' performance. Other than ticket pricing, analytics can be applied in other revenue stream like sponsorship investments by corporate partners. Using analytics in sports sponsorship provides answers to sponsors like why they are getting value by working with a sports organization. It also helps to state issues when a team or athlete is unsuccessful in competition. Thus, a wealth of new data is available to sports organizations. To know more, go through the article by Adam Grossman, Ben Shields, Irving Rein (authors of The Sports Strategist: Developing Leaders for a High-Performance Industry) at: http://blog.oup.com/2014/10/advancement-sports-analytics-business/