Industry Partnerships

To deliver best in class analytics, we have partnered with Samford University’s world-renowned Center for Sports Analytics. Together, we endeavor to be a leader in the innovation of sports sponsorship analytics; to partner with brands and properties that seek the unique industry expertise and thought leadership that our organizations are known to provide; and to guide and shape the next generation of sports industry executives.


We strive to push the industry to think about data differently, and to improve how we, as an industry, currently utilize research and metrics. Tigris and Samford are working together to conduct, analyze, and publish industry-relevant research that captures the national conversation and takes the pulse of the most relevant issues of the day. In the end, our aim is this:

  • Drive innovation in the sponsorship analytics space; and
  • Impact business results based on our world-class analytics offerings.

To date, our work has included research on fan engagement with the NFL, sports viewership, and league/team relevance, as well as corporate work with organizations like Transamerica and Coca-Cola North America.



Samford University launched the Center for Sports Analytics in 2017. The Center promotes the ethically centered, rational inquiry into issues at the burgeoning intersection of big data, analytics, and sports. The center seeks to be an international thought leader in the emerging field of sports analytics by providing a forum for industry professionals and students to learn about the increasing role of analytics in the global sports industry. Its mission encompasses all areas where analytics impacts sports, including fan engagement, sponsorship, player tracking, sports medicine, sports media, and operations.

Darin W. White, Ph.D. is Executive Director, Center for Sports Analytics, Samford University, and Chair of the Entrepreneurship, Management & Marketing Department. Dr. White also serves as the Founding Director of the Sports Marketing program in the Brock School of Business and is the past national chair of the American Marketing Association Sport & Sponsorship-Linked Marketing Research Group.

Dr. White has crafted business relationships with some of the most prestigious sports organizations and corporate sponsors, including NFL, MLB, MLS, NBA, Dallas Cowboys, Bayern Munich, Miami Dolphins, Atlanta Falcons, Atlanta United, Adidas, SEC, ACC, Nike, NASCAR, Atlanta Braves, Harlequins Rugby, Indy Car, Peach Bowl, PGA, Tampa Bay Lightning, MiLB, IFL, Coca-Cola, Honda, BCBS, and Manchester United’s sponsor AON.

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