It is a crisp autumn day in Switzerland and, amid the traditional baroque interior and high ceilings of the University of Zurich, various revolutionary routes for sports journalism are being mapped out. Over coffee and pastries, sports journalists are rubbing shoulders with data scientists, computer coders and academics from across the globe to discuss a brave new world in sports media. The currency that this brave new world deals in is data – and lots of it. Digital technology has heralded the era of so-called big data, and those who have flown into Zurich on this October day have done so out of a desire to explore just how such petabytes of data can be harvested to make for better sports stories, as well as how to improve sports performance.