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.
