Thirteen years ago, the analytics team at Kraft Sports and Entertainment, which includes the New England Patriots and Gillette Stadium, did some research that had nothing to do with Bill Belichick or Tom Brady. They wanted to know who to bring in for a concert at Gillette Stadium. Kenny Chesney, whose superstardom in country music wasn’t yet what it is today, had just headlined a country music festival and the organizers wanted to better understand the market. “Overwhelmingly, they wanted Kenny to come back,” said Dan Murphy,...

Source: Wall Street Journal August 24, 2018 12:10 UTC