Podcast Episode #7 – Sam Marks – Boston Bruins & TD Garden

In our seventh episode of the Sport Analytics Podcast, host Amrit Vignesh sits down with Sam Marks, Director of Business Strategy and Analytics for the Boston Bruins and TD Garden. With prior roles leading strategy and analytics for the Arizona Coyotes, interning with the NFL’s corporate strategy group, and consulting for the Chicago Bulls during his MBA at Duke, Sam brings a wealth of hands-on experience.

From leveraging Monte Carlo simulations for ticket pricing to guiding comprehensive data strategies, Sam has consistently used analytics to drive impactful decisions in professional sports. He shares how he balances short-term revenue goals with long-term brand building, optimizes fan engagement while maintaining operational efficiency, and adapts leadership styles across different team cultures. Sam also explores how AI and evolving technology will shape sports business analytics—plus the critical mindset and technical skills he looks for in aspiring analysts.

Whether you’re eyeing a career in sports business or curious about how data fuels modern fan experiences, this episode offers a deep dive into the high-stakes environment of professional sports and how strategic analytics can become a game-changer.

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📧 For inquiries or collaborations, contact Dave Yount at dave@sportanalytics.com.

Amrit (Host): Welcome to the seventh episode of the Sport Analytics Podcast. Today we’re joined by Sam Marks, Director of Business Strategy and Analytics for the Boston Bruins and TD Garden. Sam, how are you doing?

Sam: I’m well—thanks so much for having me on. Excited to chat.

Amrit (Host): We introduced you a bit: previously heading strategy and analytics for the Arizona Coyotes, interning in the NFL’s corporate strategy group while pursuing your MBA at Duke, and consulting for the Bulls. Could you walk us through that journey, including your current role with the Bruins?

Sam: Absolutely. The 30,000-foot version: I went to Duke for undergrad, started in management consulting, then got my MBA back at Duke. That’s where I really discovered a passion for sports business—interned at the NFL, consulted with the Chicago Bulls on a student project. Post-graduation, I led strategy and analytics at the Arizona Coyotes, and about a year ago joined the Bruins and TD Garden. It’s been a whirlwind, but I love the challenge of bringing data-driven decisions to sports.

Amrit (Host): You’ve built an analytics department at the Coyotes and now direct one for the Bruins. What qualities do you look for when assembling a strategy and analytics team?

Sam: We focus on three main pillars: the hard skills (like SQL, Tableau, Python), critical thinking and problem-solving, and empathy. You need tech know-how to analyze data effectively. You need the mindset to tackle open-ended problems. And you need empathy to understand and collaborate with stakeholders, anticipating their challenges and offering workable solutions.

Amrit (Host): Hockey fans might assume “analytics” means on-ice performance metrics. How do you differentiate your responsibilities from what the team’s on-ice analyst does?

Sam: We’re both using data to inform decisions, but my work is essentially the business side—pricing, ticketing, sponsorship, fan engagement—while on-ice analytics focuses on player performance, advanced scouting, and so forth. It’s fundamentally similar in problem-solving approach, but the data sets and outcomes are very different. I focus on optimizing revenue streams, brand experiences, and operational efficiency off the ice.

Amrit (Host): You’ve mentioned Monte Carlo simulations for ticket pricing. How do they help you optimize revenue or deal with uncertainty?

Sam: Monte Carlo simulations let us model outcomes under varying assumptions. Instead of “we predict $5,000 in sales,” we can say “there’s an X% chance sales are between these ranges.” It’s about quantifying uncertainty and giving probability-driven outcomes. That richer understanding of risk helps us make more confident pricing and sales decisions.

Amrit (Host): With both the Bruins and TD Garden, how do you balance the venue’s goals (like the Celtics, concerts, etc.) with specific Bruins objectives?

Sam: It’s not zero-sum. If we enhance the overall fan experience at TD Garden, it benefits Bruins games and all other events. We want to deliver consistent excellence. Whether it’s a major concert or a playoff game, the brand identity of TD Garden and the team intersect. Improving the arena lifts everyone—teams, fans, partners.

Amrit (Host): What are the most important metrics for measuring fan engagement, and how do you make them actionable?

Sam: We want metrics that are measurable and actionable. It could be lifetime value, repeat attendance, social media interactions—each can offer insight into fan behavior. But it has to be something we can act on, not just interesting trivia. If it can’t drive a decision or a new strategy, it’s less useful for us.

Amrit (Host): Looking ahead, how do you see sports business analytics evolving in the next five to 10 years?

Sam: It’s going to keep accelerating. AI and large-scale data analysis are making it easier to interpret messy data sets. We can uncover complex patterns in real time and tailor experiences to individual fans. That combination of advanced tech, rapid decision-making, and an entertainment product people are deeply passionate about should drive major innovations in how we market, sell, and engage fans.

Amrit (Host): For students aiming for roles like yours, what technical or experiential background do you recommend?

Sam: Right now, SQL, Python, Excel, and a data viz tool like Tableau or Power BI. But more broadly, be ready to learn new tools—tech evolves fast. Also, emphasize projects where you tackle real-world problems from start to finish. Employers want to see how you handle ambiguity and deliver actionable results.

Amrit (Host): Sam, thanks so much for sharing your journey and insights with us today. Any final words for aspiring analysts or advice for our audience?

Sam: Just keep an open mind, jump into new challenges, and remember the empathy side—understanding business partners or fan perspectives is crucial. Sports is a small world, so build relationships and show how data can improve the experience for everyone.

Amrit (Host): Fantastic—thanks again, Sam. And to our listeners, stay tuned for more industry pros on the Sport Analytics Podcast!