“The biggest thing we realized is everyone who buys a sports team initially, they’re very focused on the field,” said Kraft, whose team has won six Super Bowls. “Very few prioritize the business side, and this really helps to do that.” The Kraft Analytics Group, or KAGR, has more than 20 clients, including the National Football League, teams in all five major American sports leagues, and college athletic programs. JPMorgan is its first strategic investor. The parties declined to discuss the financials of the deal. The proprietary data KAGR provides can give owners a better understanding about who their customers are and help them find other uses for their stadiums.
JPMorgan buys stake in Patriots owner Robert Kraft’s sports-data company An expanded version of this report appears at WSJ.com.
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