New technology options “surface on a weekly basis,” but that doesn’t mean sports executives should acquire every new selection, writes David Nugent in his new book, which advises sports organizations on how to a target the right technology for their needs.

The author has worked in sports technology for over two decades. His book is aimed at top-level decision-makers (or key lieutenants) in sports organizations.

Nugent urges such decision-makers to focus first on what they want technology to accomplish, rather than immediately adopting the newest flashy tech. “Resisting the urge to engage with new technology before you can articulate the why can be difficult, “ he writes, “but starting with the selection of specific technologies without first considering the desired business outcome is the tail wagging the dog.”

Here, Nugent provides examples from a wide variety of sports organizations — the National Basketball Association, NASCAR, Major League Baseball and more — to explore how each has employed emerging technology. Whether individual strategies worked well (or simply wasted money and time) often depended on whether the organization clearly understood what it wanted to accomplish—and the ramifications for its fan base.

For example, Nugent reports that when social media users began illegally sharing highlight videos, some sports leagues wanted to shut this down, fearing it might hurt broadcast viewership and/or rights deals. By contrast, NBA commissioner Adam Silver embraced the practice, realizing this was essentially free advertising and created more excitement for viewing the full games on television and attending live games.

The book is exceptionally well written, employing sharp, straightforward prose intended for business-savvy readers. It is filled with actionable information and provides strong factual support for its assertions, including ample footnotes. Readers unfamiliar with the engineering aspects of technology need not worry; the author eschews the complexity of each tech solution for a broader, more business-oriented focus.

In short, this is a highly valuable offering to any sports executive seeking a laser-focused view of this topic.

Also available as an ebook.