Wharton Moneyball Tracking Fan Behavior Through Google Sports Trends Data
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Sep 24, 2025 Ananya Raghavan, a sports trends analyst at Google, discusses how search data reveals fan engagement trends, particularly in the WNBA, highlighting spikes tied to playoffs and players' cultural moments. Dave Dassey from Goldman Sachs elaborates on sports as an investable asset class, covering team financing and the rise of institutional capital. They delve into how analytics and modern strategies influence sports valuation, while also touching on new trends in monetization and fan engagement strategies.
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Real-Time Search Reveals Fan Momentum
- Google Trends provides near real-time (up to ~3 minutes) aggregated search data tracing cultural interest back to 2004.
- That resolution lets analysts detect emerging fan interest spikes and track season-over-year growth.
Star Moments Drive Broader Fan Searches
- The WNBA's search interest has surged, driven by star moments like A'ja Wilson's fourth MVP.
- Adjacent cultural searches (e.g., pink wig) show how player moments amplify broader engagement.
Fund Visibility To Attract Investment
- Invest in national coverage to grow league accessibility and commercial interest.
- Google funded national broadcasts (25 games) to showcase WNBA in its 25th season and attract brand partners.