Database of the Month: Sports Market Analytics (SMA)

Answering questions about sports as a business and analyzing consumer information relevant to sports are easy and fun tasks with Sports Market Analytics. Formerly called SBRNet, Sports Market Analytics (SMA) delivers industry news, summaries, metrics, articles and statistics about sports through a user-friendly and well-developed site.

SMA organizes its demographic information into 2 spheres:

A. single sports (athletes who play sports)
B. fan markets (spectators)

Both types of consumers are called participants.

Sample 1: Hockey Skates
We can search SMA for the demographic information about skate purchases. We suggest searching the “single sport” menu, sorted alphabetically by sport on the front page. This consumer information will help our hypothetical business to advertise a new line of skate laces to people who buy hockey equipment.

Main page navigation areas for participants as athletes
Main page navigation areas for participants as athletes

The HOCKEY link directs us to information (Table 1) on ages of people who buy hockey skates.

Table 1. The largest age group for hockey skate market is 14-17 years old
Table 1. The largest age group for hockey skate market is 14-17 years old

Sample 2: Preferred Vehicles

Participants from the fan market enjoying professional hockey also have metrics in SMA. A notional company seeks to showcase a widget for vehicle owners. For this search, use the “Fan Markets” menu from the front page (circled below).

Main page navigation for fan market participants.
Main page navigation for fan market participants.

Selecting NHL on the fan market menu leads us to a page with National Hockey League participant information. There is data on their most frequently purchased soft drinks, cars, running shoes, etc. Table 2 shows that the preferred car brand of National Hockey League participants has evolved from Ford to Toyota in recent years.

Table 2: NHL fans’ preferred car brands
Table 2: NHL fans’ preferred car brands

The business of sports is big and so is SMA!

SMA is versatile also. Sample questions that SMA has answered:

  • Demographics: Average household income for fantasy football participants
  • Industry info: Revenue for U.S. women’s college basketball in 2015
  • Market segments: Number of people belonging to fitness clubs between ages X and Y
  • Marketing agencies: Competitive cyclist in need of an agent/representative
  • Sports sponsorship: Social media most frequently used by adult MLB fans
  • Venue data: Attendance numbers at NFL arenas vs. online, mobile, or TV

Users seeking very granular fan market information will love the “Detailed Cross-tab Statistics” feature, a downloadable Excel spreadsheet which captures SMA tables from the screen and allows the user to sort, search, and manage data about fan markets.

Table 3: The Detailed Cross-tab Statistics spreadsheet
Table 3: The Detailed Cross-tab Statistics spreadsheet is sorted by tabs promisingly labeled as fan activity total, watch by demo, attendance, mobile usage, and the like.

SMA sources its information from trade publications and trade groups (i.e. National Sporting Goods Association); government agencies (U.S. Department of Commerce); school and college programs; market research; and its own in-house research team called SBRNet.

Articles from trade publications carry current date stamps.
Articles from trade publications carry current date stamps.

SMA is the perfect resource for students of sports management, sports communication, demographics, or marketing, and for entrepreneurs starting a business related to sports.

Be sure to include Sports Market Analytics early in the research phase in any demographic, market share, or industry-related project. SMA goes head to head very well against other industry e-resources such as IBISWorld, Business Insights Essentials, Richard K. Miller, Business Source Complete, and Mediamark. SMA is a strong example of a niche resource with depth and unique content without much overlap.

Connect to Sports Market Analytics

Visit our Databases A-Z page and select Sports Market Analytics (SMA).


Database of the Month provides a very brief introduction to useful library databases, highlighting key features you should know about. If you would like more information about this resource (or any of the library’s databases), please contact us for research assistance. If you would like a demonstration of these resources for a class, please schedule a research instruction class using the instruction request form.

Summer Students, the Writing Center & ESOL Center are Here to Help!

Bentley University’s ESOL (English for Speakers of Other Languages) Center and Writing Center are now open and accepting appointments from all undergraduate and graduate students enrolled in summer session classes. Walk-ins are welcome (please check their hours before dropping in), but appointments are strongly encouraged. Use the appointment links provided below. Both centers are located on the lower level of the library. Please note that this summer the Writing Center is offering online (synchronous) assistance!

The ESOL Center
Bentley Library, lower level, room 26

Monday and Wednesday
3:00 p.m. – 6:00 p.m.

Looking for help with writing, presentations, pronunciation, and conversation enrichment? Come to the ESOL Center. Bentley University students whose home language is not English are invited to take advantage of the free tutorial services offered by Bentley’s ESOL Center. Schedule online, call 781.891.2021 to make an appointment, or drop in to see if a faculty tutor is available.

The Writing Center
Bentley Library, lower level, room 23

4:00 p.m. to 8:00 p.m. (online only)

5:30 p.m. to 7:30 p.m. (in-person OR online)

4:00 p.m. to 8:00 p.m. (online only)

Writing Center staff provide one-to-one assistance with writing skills. This summer, the Writing Center will be open on Tuesday evenings from 5:30-7:30 p.m. for in-person assistance. Walk-ins are welcome, but appointments are encouraged.

New for summer 2018 – online assistance! You are also invited to have an online conference with a Writing Center tutor. Conferences are booked and held through the Writing Centers’s scheduling site, WCOnline.

Bentley Library Top 10 Most Popular Books, DVDs & Audiobooks of 2017/18

Welcome to the 9th annual Bentley Library Top 10! 

At the end of every academic year we rank the library’s most popular books, audiobooks, DVDs, and OverDrive downloadable ebooks and audiobooks based on the number of times they have been borrowed (excluding items placed on reserve for a class). These are our very own “Bentley Bestsellers” lists!

What stood out this year? Two older titles that inspired award-winning TV shows garnered renewed interest – Big Little Lies by Liane Moriarty and The Handmaid’s Tale by Margaret Atwood. Seventeen years after the publication of Angels and Demons, Dan Brown’s fifth installment in the Robert Langdon series, Origin, landed on three of our lists. Author A.J. Finn scored big with his thrilling debut novel, The Woman in the Window, while returning authors Jennifer Egan, John Grishman, Harlen Coben, and Lee Child proved to be as popular as ever. But perhaps most notable is the absence of Liar’s Poker by Michael Lewis, a book that had appeared on five prior lists!

We hope you enjoy this glimpse into the reading and viewing habits of the Bentley community as much as we do, and that you’ll be inspired to borrow something that appears here. There were many ties in the rankings, so you have quite a few options.

Browse the BENTLEY LIBRARY TOP 10 lists for academic year 2017-2018 in the categories of Popular Reading, Stacks (regular book collection), Audiobooks, Popular DVDs, OverDrive Downloaded eBooks and OverDrive Downloaded Audiobooks.

Top 10 Most Circulated Books from the Popular Reading Collection

1. LITTLE FIRES EVERYWHERE by Celeste Ng [check availability]

2. BIG LITTLE LIES by Liane Moriarty [check availability]

3. BEARTOWN by Fredrik Backman [check availability]

4. (tie) TODAY WILL BE DIFFERENT by Maria Semple [check availability]


4. (tie) ORIGIN by Dan Brown [check availability]

4. (tie) TURTLES ALL THE WAY DOWN by John Green [check availability]


8. (tie) RICH PEOPLE PROBLEMS by Kevin Kwan [check availability]

8. (tie) BEHIND CLOSED DOORS by B. A. Paris [check availability]

8. (tie) MANHATTAN BEACH by Jennifer Egan [check availability]


Top 10 Most Circulated Books from the Stacks

1. GETTING TO YES by Roger Fisher and William Ury [check availability]

2. HOW TO WIN FRIENDS AND INFLUENCE PEOPLE by Dale Carneige [check availability]

3. THE INTELLIGENT INVESTOR: A BOOK OF PRACTICAL COUNSEL by Benjamin Graham [check availability]

4. (tie) QUIET: THE POWER OF INTROVERTS IN A WORLD THAT CAN’T STOP TALKING by Susan Cain [check availability]

4. (tie) HILLBILLY ELEGY: A MEMOIR OF A FAMILY AND CULTURE IN CRISIS by J. D. Vance [check availability]

6. (tie) AN INTRODUCTION TO STATISTICAL LEARNING: WITH APPLICATIONS IN R by Gareth James, Daniela Witten, Trevor Hastie, and Robert Tibshirani [check availability]

6. (tie) OPTIONS, FUTURES, AND OTHER DERIVATIVES by John Hull [check availability]


9. (tie) BOND MARKETS, ANALYSIS, AND STRATEGIES by Frank J. Fabozzi [check availability]


9. (tie) THE NEW JIM CROW: MASS INCARCERATION IN THE AGE OF COLORBLINDNESS by Michelle Alexander [check availability]

9. (tie) THINKING FAST AND SLOW by Daniel Kahneman [check availability]


Top 10 Most Circulated Audiobooks [Compact Disc]

1. (tie) INTO THE WATER by Paula Hawkins [check availability]

1. (tie) DON’T LET GO by Harlan Coben [check availability]

1. (tie) LEONARDO DA VINCI by Walter Isaacson [check availability]

4. (tie) THE BOYS IN THE BOAT by Daniel James Brown [check availability]

4. (tie) ANYTHING IS POSSIBLE by Elizabeth Strout [check availability]

4. (tie) THE MINISTRY OF UTMOST HAPPINESS by Arundhati Roy [check availability]

4. (tie) FIRE AND FURY INSIDE THE TRUMP WHITE HOUSE by Michael Wolff [check availability]

8. (tie) THE UNDERGROUND RAILROAD by Colson Whitehead [check availability]

8. (tie) MY OWN WORDS by Ruth Bader Ginsburg [check availability]

8. (tie) THE HANDMAID’S TALE by Margaret Atwood [check availability]

8. (tie) SAME BEACH, NEXT YEAR by Dorothea Benton Frank [check availability]

8. (tie) ORIGIN by Dan Brown [check availability]

8. (tie) THE MIDNIGHT LINE by Lee Child [check availability]


Top 10 Most Circulated DVDs from the Popular DVD Collection

1. WONDER WOMAN [check availability]

2. DUNKIRK [check availability]

3. THE BIG SICK [check availability]

4. BABY DRIVER [check availability]

5. (tie) BLADE RUNNER [check availability]

5. (tie) THE RED TURTLE [check availability]

5. (tie) THE BOSS BABY [check availability]

5. (tie) SPIDER-MAN HOMECOMING [check availability]

9. (tie) GET OUT [check availability]

9. (tie) THE LOST CITY OF Z [check availability]

9. (tie) ATOMIC BLONDE [check availability]

9. (tie) MURDER ON THE ORIENT EXPRESS [check availability]


Top 10 Downloaded eBooks [OverDrive]

1. THE GREAT ALONE by Kristin Hannah [check availability]

2. THE WOMAN IN THE WINDOW by A. J. Finn [check availability]

3. (tie) A COLUMN OF FIRE: THE PILLARS OF THE EARTH SERIES, BOOK 3 by Ken Follett [check availability]

3. (tie) THE MIDNIGHT LINE by Lee Child [check availability]

5. (tie) FIRE AND FURY: INSIDE THE TRUMP WHITE HOUSE by Michael Wolff [check availability]

5. (tie) PACHINKO by Min Jin Lee [check availability]

5. (tie) STILL ME by JoJo Moyes [check availability]

8. (tie) THE ROOSTER BAR by John Grisham [check availability]

8. (tie) TWO KINDS OF TRUTH by Michael Connelly [check availability]

10. (tie) AN AMERICAN MARRIAGE by Tayari Jones [check availability]

10. (tie) DON’T LET GO by Harlen Coben [check availability]

10. (tie) END GAME by David Baldacci [check availability]

10. (tie) FORCE OF NATURE by Jane Harper [check availability]


Top 10 Downloaded Audiobooks [OverDrive]

1. MANHATTAN BEACH by Jennifer Egan [check availability]

2. BEFORE WE WERE YOURS by Lisa Wingate [check availability]

3. (tie) THE ROOSTER BAR by John Grisham [check availability]

3. (tie) WE WERE EIGHT YEARS IN POWER: AN AMERICAN TRAGEDY by Ta-Nehisi Coates [check availability]


5. (tie) THE RULES OF MAGIC by Alice Hoffman [check availability]

5. (tie) WHAT HAPPENED by Hillary Rodham Clinton [check availability]

8. WHEN – THE SCIENTIFIC SECRETS OF PERFECT TIMING by Daniel H. Pink [check availability]

9. (tie) FIRE AND FURY: INSIDE THE TRUMP WHITE HOUSE by Michael Wolff [check availability]

9. (tie) LEONARDO DA VINCI by Walter Isaacson [check availability]

9. (tie) PACHINKO by Min Jin Lee [check availability]

9. (tie) PRINCIPLES: LIFE AND WORK by Ray Dalio [check availability]

9. (tie) THE WOMAN IN THE WINDOW by A. J. Finn [check availability]


View previous Bentley Library Top 10 lists: