It’s a great time of the year to be a sports fan of any kind. Basketball season just started. Football season, collegiate and pro, is about halfway through. Baseball season is winding down. Oh, and Texas beat Oklahoma (full disclosure: I attended Texas).

With so much time and money spent by consumers on sports related activities, sports fans are surprisingly hard to reach. Perhaps it’s because (almost) everyone likes some kind of sport. Perhaps it’s because it’s an activity that marketers take for granted. Or, it’s because data in sports is notoriously hard to collect and parse.

At Umbel, we hear the latter a lot.