Winning at Home:
Analyzing La Liga’s
Home Advantage for
Performance &
Revenue Growth Lukas Fuerpass
• Purpose: Analyze and understand the impact of
home advantage in La Liga to inform future strategies
for teams, fans, and stakeholders.
• Customer Needs: Understand how home advantage
Customer affects match outcomes, performance trends, and
team strategy in La Liga.
Needs and • Objectives:
Objectives • Identify patterns in home team success across
seasons
• Provide insights on how home advantage may
evolve and affect match strategies
• Help stakeholders (teams, coaches, club
owners, investors) make data-driven decisions
for improving team performance
Optimizing team strategy for home
Expected
games –> winning more games ->
more revenue created & more
price-money won
values &
Benefits Data-driven insights allow team to
refine tactics for home games
improving team performance
Costs:
• Data Collection: 5000€
• Analysis Tools: 5000€
• Human Resources: 10.000€
• Maintenance (annually): 5000€
Business case
Income:
(high level) • Ticket sale increase: 5% (e.g. 150.000€)
• Merchandise sale increase: 0,5% (e.g.
20.000€)
• Price money increase: 3% (variable,
100.000€)
Benefits
Optimize Team Increased Merchandise
Increased revenue from Increased fan
Performance focused on sales (as a consequence
ticket sales (more fans) engagement and loyalty
home games of more home wins)
• KPI: Home games • KPI: Additional revenue • KPI: Additional revenue • KPI: Fans attending
winning rate (Target: 3- (Target: 150.000€) (Target: 5000€) games (Target: 3%
5% increase) increase in fans in
stadium)
Key Tasks & Approach:
• Collect and clean historical La Liga match data (1995-present).
• Choose tools and personal working on the project
• Analyze home vs. away performance trends (win rates, goals scored,
defensive solidity).
• Identify factors influencing home advantage (e.g., fan attendance,
travel fatigue, referee bias).
Our • Quantify financial impact (ticket sales, merchandise, prize money,
sponsorships).
understanding
• Provide clear visualizations to support strategic decision-making.
Expected Outcome:
• Deliver actionable insights on how the club can maximize home
performance.
• Enable data-driven decision-making for sporting and commercial
departments.
• Present concrete KPIs to measure success and financial impact.
• Analysis: Identify that team wins 8% more home games when
attendance is over 85%.
Work-flow • Action: Club launches targeted marketing to fill stadium for key
fixtures.
• Impact: Higher attendance → Better results → Increased revenue.
Simple solution
proposal
• Final result contains several charts to give
comprehensive overview and help analysing the
most relevant metrics
• Composition of several metrics and charts ->
actionable insights
Roadmap
TEAM 04/2025 05/2025 06/2025 07/2025 08/2025 09 / 2025 10/2025 11/2025
Project
Management
Approval
Result
Data Viz. Expert Visualization
Presentation
Result
Data Analyst ETL Analyse Visualization
Presentation
Data
Data Engineer Scoping ETL Modelling Testing
Ingestion
Scoping /
Data
Data Scientist Metric ETL Modelling Testing
Cleaning
determination
Scoping /
Taking Action
Coach Metric
on insights
determination
Marketing Align strategy
Project Data Visualization Performance Club Marketing
Task / Role Fans/Media
Manager Analyst Expert Analyst Management Team
Define project scope & objectives A C C C I I I
Collect & clean data R A C C I I I
Analyze metrics C R C A I I I
Design visualizations (charts,
C R A C I I I
heatmaps)
Identify key insights & trends C R C A I I I
Present findings to stakeholders A C R C C I I
Implement insights for decision-
I I I R A C I
making
Marketing strategy adjustments I I I C C A I
Disseminate insights to fans/media I I C C I R A
Consumer-team-stakeholders
ROLE RESPONSIBILITY
Club Management (Sports Director, Head Coach) Uses insights to optimize home game strategies.
Performance Analysts Assesses player and team performance with data insights.
Uses data for fan engagement and sponsorship
Marketing & Sponsorship Team
negotiations.
Evaluates financial impact (ticket sales, merchandise,
Finance Department
sponsorship).
Provider-team-stakeholders
ROLE RESPONSIBILITY
Oversees project, ensures alignment between
Project Manager
departments and that project objectives are met
Data Analyst/Scientist/Engineer Collection, cleaning and analyzing of the data
Designing and implementation of dashboards and final
Data Viz. Expert
product
Final
Dashboards and
Implementation
• Interactive Dashboard
with several links to see
more in detail metrics and
insights on home
advantage in LaLiga
• One of the sections
focusing on heatmaps and
the home-advantage of the
respective teams
Insight: Determines whether higher attendance Insight: Helps measure offensive and defensive
improves performance. trends at home.
Second section focusing on general metrics and all teams in general