Using Data to Increase Fan Engagement and Revenue

Last Updated on February 3, 2023

This episode I’m joined by industry veteran Steve Hank, currently an Executive Vice President at Affinaquest, to talk about how athletic departments can leverage the data they already have to increase fan engagement and revenue for the department. 

We discuss:

  • The main revenue struggles he sees over and over again in college athletics
  • How pro teams have done a better job creating a personal connection with fans
  • Overcoming silos in athletics and higher education
  • How to collaborate better with the university
  • The opportunities and challenges conference realignment brings for engaging with fans
  • Engaging fans who might consider staying home or out at the tailgate instead of going to the game
  • Leveraging data to give fans a better experience while also making more money
  • How NIL might play a role in the future of fan engagement

Hank also shared about his career journey in college athletics. In his current position, Hank oversees the collegiate athletics market at Affinaquest and strategies for clients with a focus on business intelligence, fan engagement, revenue outcomes.

Prior to joining Affinaquest, Hank worked as the Chief Revenue Officer at the University of Texas at Austin where he led the sales, marketing, and revenue operations of the nation’s largest collegiate athletic department.  

Prior to Texas, Hank was with at Arizona State University for twelve years, where he led the revenue generating areas of Sun Devil Athletics, including marketing, ticket sales and operations, branding, licensing, contract negotiation, and sponsorship relations. He also led the rebranding of Sun Devil Athletics culminating with the launch of the Pitchfork logo in April 2012.

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Abridged Transcript

Transcript coming


  • Kristi Dosh

    Kristi A. Dosh is the founder of and has served as a sports business analyst and contributor for outlets such as Forbes, ESPN, SportsBusiness Journal, Bleacher Report, SB Nation and more. She is also the author of a book on the business of college football, Saturday Millionaires. Kristi is a sought-after consultant and speaker on topics related to the business of college sports and a former practicing attorney. Click to learn more

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