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This commentary discusses the importance of data to the sports performance measurement industry, demonstrating how media analysis can lead to exciting new business startups. Using the examples of two mature companies, Sabermetrics and Sports Universal Process, as well as new sports analytics start-up, Stathletes, the authors highlight how communication strategy is an important part of start-up success to help scale, increase profit and create value for their consumers. The competition to provide the highest quality of advanced analytics has become fierce. Identifying the right timing for the strategy given the stage of the business is critical to position the start-up for success.

Startups and communication strategies: Swinging for the fences