Sports Geek - A look into the world of Sports Marketing, Sports Business and Digital Marketing How to tell stories (and sell tickets) with data - Nick Makarov, Austin FC
Feb 4, 2025
Nick Makarov, Director of Business Insights and Analytics at Austin FC, shares his unique journey from finance to football. He discusses how Austin FC uses data to enhance the fan experience and foster community engagement, especially ahead of major events like the MLS All-Star game. Makarov also highlights the evolution from traditional data warehousing to innovative data lakes, emphasizing the role of AI in data visualization. His insights into storytelling and networking offer valuable advice for aspiring sports professionals!
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From Finance To Austin FC
- Nick Makarov industry-hopped from finance to Austin FC during COVID by networking on LinkedIn and proving technical skills.
- He leveraged SQL/Python experience and storytelling to land a data warehouse role and join the club's launch.
Master The 30-Second Story
- Tell a clear, 30-second story about your analysis instead of dumping technical detail.
- Focus on what you found, why it matters, and what decision you'd take next.
Austin's Dual Identity Advantage
- Austin's rapid growth means the fan base mixes lifelong locals and transplants, so product must respect history while offering new experiences.
- A loyal crowd and consistent sellouts allow the club to experiment and iterate.