Data is the heartbeat of sports, and Jay Kaufman's journey showcases the profound impact it can have. Growing up in Grafton, Massachusetts, Kaufman had a natural inclination towards numbers, which undoubtedly influenced his career trajectory. With two educators as parents, it's no surprise that he ventured to the Carroll School of Management at Boston College. Interestingly, his brother Brian is also embedded in the world of sports analytics, suggesting that their family shares a strong connection to this field.
After completing his education, Jay embarked on an impressive 22-year journey with the NBA, initially through their Associate Program. This opportunity provided him with invaluable insights into the inner workings of the league, as he collaborated closely with visionaries like David Stern and Adam Silver while leading the league’s global research and insights team.
Reflecting on his early days, Kaufman expressed, "I was fortunate to gain an understanding of the business facet, which laid the groundwork for my transition into research strategy. I worked on various research initiatives related to partnerships, analyzing their effectiveness and valuation, which helped me cultivate important relationships."
About three years into his tenure with the partnerships team, Kaufman transitioned to the research division during an era when data was not yet the cornerstone of business decision-making. "My role involved unpacking complex information, simplifying it, and weaving narratives from it," Kaufman explained.
Mark Tatum, the NBA’s Deputy Commissioner, noted that Kaufman possessed a remarkable adaptability. He had to keep pace with the rapidly changing media landscape and technological advances that transformed how fans engage with the league. “Jay constantly evolved our research strategy to keep up with these shifts,” Tatum remarked.
As advanced data analytics began to influence crucial league decisions, Kaufman and his team provided leaders with key engagement metrics that guided multi-billion-dollar media contracts. "It’s not all about Nielsen; we assessed ticket sales data, basketball operations statistics, social media engagement, and various other metrics. Under David and Adam’s leadership, there was always a strong advocacy for data-driven insights, which permeated the organization. Sometimes we had our disagreements, but my calm demeanor during discussions enabled a productive exchange that was appreciated by them."
A New Adventure Begins
Four years ago, Kaufman made the bold decision to leave the NBA and establish a sports and live entertainment practice at the National Research Group (NRG), a respected data and consulting firm known for its strong footing in Hollywood. Kaufman explained, “NRG has been actively pilot-testing and evaluating content for major studios and networks for 40 years. They’ve also built a robust technology practice alongside a focus on gaming. As they recognized the importance of sports in their clients' portfolios, it became evident that to thrive long-term, engagement in sports was essential.”
Based in the New York City area, Kaufman now dedicates most of his time leveraging the research skills he honed at the NBA to provide insightful consulting to various clients. His current projects span across prominent leagues such as the NFL, NHL, PGA Tour, LIV Golf, MLS, and numerous well-known professional teams, focusing on strategic initiatives and brand enhancement. Additionally, NRG partners with major networks, streaming platforms, FanDuel, 2K Sports, EA Sports, and even contributed to the launch of ESPN Bet.
The Future of Sports and Data
Kaufman believes the sports sector can greatly enhance its use of data through effective storytelling and simplification. He observed, “Organizations have excelled in gathering and storing data, but the challenge lies in discerning which pieces of information are truly vital.”
So, is it possible to have an overload of data? “I wouldn’t say we’ve ventured too deeply into data territory, as all data has its merits. However, we must concentrate on what is genuinely important, prioritize our focus, and distill the information sensibly,” Kaufman clarified.
three questions with jay kaufman
What is your most memorable experience with David Stern? Kaufman reminisced about a personal health scare that Stern learned about, likely from someone within the organization. “The next day, I received a call to meet with him. When I arrived, he was visibly upset. His first words were, ‘I’m so furious with you.’ I immediately felt anxious, thinking I had made a mistake. But he continued, ‘I’m upset because you didn’t tell me about your situation. Just so you know, you have an appointment with the head of oncology at NYU tomorrow morning, followed by another at Columbia in the afternoon. I’m still angry with you. Please keep me updated on how everything goes.’ This kind of support from him often occurred behind the scenes.”
How do you spend your time when you’re not working? “I make an effort to stay active. I’ve hung up my skates from adult league hockey after dealing with a concussion, as I had to make some tough choices. Now, I enjoy running, playing tennis, and attempting to play golf, albeit not very well. A big highlight for me currently is coaching my daughter, who is nearly 8 years old. It’s been an absolute blast.”
What are your favorite dining spots in Manhattan? “I love Minetta Tavern, especially if you can snag a spot at the bar for one of their burgers. I also have a soft spot for classic Italian restaurants like Carbone. Lure Fishbar is definitely another favorite of mine.”
And this is the aspect that might spark a debate: Are we becoming overly reliant on data in sports? While Kaufman asserts that data has incredible value, he emphasizes the need for balance and focus. What’s your take? Do you believe there’s such a thing as too much data in sports decision-making? Feel free to share your thoughts and join the conversation!
