The Sports Economist

Beyond the Ice: How the Anaheim Ducks Turn Fan Data Into Revenue

What does it actually take to sell hockey tickets in one of the most competitive sports markets in the country? Trenten Nielsen, Senior Director of Performance Marketing at the Anaheim Ducks, joins Professor Shirin Mollah to pull back the curtain on the data, strategy, and creativity behind the Ducks' marketing operation. From tracking fan behavior across digital channels to leveraging the Freeway Face Off rivalry with the LA Kings, Trenten shares how his team turns raw analytics into real revenue — and why performance marketing is quickly becoming a must-have role across the NHL. We get into some fascinating territory: how Disney's legacy ownership still drives fan affinity today, why the Ducks don't just chase impressions but focus on event detail page conversion rates, and how Orange County's shifting demographics are reshaping the team's outreach strategy. Trenten also talks about growing the game from the ground up — literally, through school programs designed to turn kids into lifelong fans — and how the Winter Olympics and the booming PWHL are creating new waves of hockey interest the Ducks are ready to capitalize on. Whether you're into sports business, marketing analytics, or just love the Ducks, this episode is packed with real insight from someone living at  the intersection of sports and data every day. Whether you're into sports business, marketing analytics, or just love the Ducks, this episode is packed with real insight from someone living at the intersection of sports and data every day.

Inside the World Cup and Olympics with LA Times Journalist Kevin Baxter

What's it really like to cover the World Cup and Olympics? Kevin Baxter from the LA Times has been to seven World Cups, five Summer Olympics, and one Winter Olympics, and he joins Professor Shirin Mollah to pull back the curtain on international sports journalism. From witnessing Messi's triumphant World Cup win in Qatar to marveling at how Paris transformed historic landmarks into Olympic venues, Kevin shares stories from the frontlines of sports' biggest events. With the 2026 World Cup heading to North America, Kevin discusses the political tensions that could overshadow the tournament, why every US venue will likely sell out regardless of which teams are playing, and how American soccer culture has evolved since 1994. He also reveals the exhausting reality behind those brief game reports, the changing relationship between athletes and journalists in the social media era, and what LA 2028 needs to do to match Paris's spectacular Olympic showcase. Whether you're a soccer fanatic or just curious about life as a globe-trotting sports journalist, this conversation delivers fascinating insights into covering the world's biggest sporting spectacles. * (00:00) - - Introduction to the episode * (00:52) - - Kevin's background and career path * (01:38) - - Most memorable World Cups and Olympics * (03:13) - - Unique aspects of World Cup coverage * (04:08) - - 2026 World Cup political backdrop * (05:47) - - Demand across US host cities * (08:08) - - Ticket pricing and sellout expectations * (10:07) - - American soccer fandom evolution * (13:35) - - MLS growth and international players * (17:22) - - Global soccer talent landscape * (20:28) - - US men's team World Cup chances * (24:09) - - Why Americans struggle with soccer * (27:13) - - Soccer's growing US popularity * (31:01) - - Women's vs men's team audiences * (32:25) - - Telling international athlete stories * (34:16) - - Social media's impact on coverage * (36:02) - - What people misunderstand about coverage * (37:29) - - Closing thoughts and wrap-up

LA's $12 Billion Sports Economy: How Shohei Ohtani Changed Everything

Professor Shirin Mollah sits down with Stephen Cheung, CEO of the LA County Economic Development Corporation, at the Intuit Dome during the LA Sports Council's innovation conference. Cheung breaks down the jaw-dropping numbers behind LA's sports economy—$12.1 billion in economic impact and 93,000 jobs supported by the sector in 2024 alone. The conversation dives into how international superstars like Shohei Ohtani are transforming LA into a global sports destination, with Japanese tourism spiking 91% and 85% of those visitors attending multiple Dodger games. Cheung explains how LA's incredible diversity, with the largest Filipino, Armenian, and Korean populations outside their home countries, creates unique opportunities when international athletes arrive. From facial recognition payment systems at the Intuit Dome to the SoFi Stadium drawing 73,000+ fans per Rams game, technology is reshaping the fan experience. Cheung emphasizes the critical need for education institutions to prepare the next generation for careers spanning sports tech, data analytics, and digital marketin00:00 - Introduction at Intuit Dome

From Taylor Swift to Gen Z Problems: Understanding Modern Sports Fandom Through Data

Dr. Shirin Mollah sits down with Neil Schwartz, president of SBRNet and host of "My First Job in Sports," for a deep dive into the data driving modern sports business. Schwartz shares his journey from cable TV to becoming a self-proclaimed "data nerd" who helps colleges, universities, and sports organizations understand fan behavior through comprehensive consumer research. The conversation covers the evolution of fan engagement post-pandemic, revealing surprising trends like the Kansas City Chiefs' 23% increase in female fans thanks to the Taylor Swift effect, Formula One's explosive U.S. growth through Netflix's "Drive to Survive," and the WNBA's impressive 60% year-over-year fan increase. Schwartz explains why sports has a "Gen Z problem," how women's sports fandom is nearly equal to men's, and why price elasticity varies dramatically between leagues like the NFL and WNBA. From sports gambling concerns to the globalization of soccer and F1, Schwartz emphasizes one core principle: sports are fun, and data tells the story. He challenges traditional marketing approaches, advocates for fact-based decision making over gut instincts, and reveals how organizations can use demographic insights to change conversations with sponsors and maximize revenue while enhancing fan experience.

The Economics Behind the Voice: How Play-by-Play Announcers Drive Revenue

Professor Shirin Mollah sits down with Dr. Kevin Curran, a seasoned play-by-play producer and college professor with over 30 years of experience working with teams like the Oakland Athletics, LA Lakers, and University of Arizona. They explore the often-overlooked economic impact of play-by-play announcers on team revenue, fan engagement, and marketing strategies. Curran reveals how these voices aren't just calling games – they're sophisticated sales tools, building parasocial relationships with fans while promoting everything from bobblehead nights to season tickets. The conversation covers the business relationships between teams and broadcasters, the challenges of measuring ROI on play-by-play investment, and how emerging technologies like AI might reshape this traditional role. With insights from someone who's worked alongside Hall of Fame broadcasters like Chick Hearn, this episode uncovers the fascinating economics behind the voices we trust to guide us through our favorite games.