Data Science often feels cold. We think of algorithms, spreadsheets, and “Moneyball” tactics that strip the soul out of sports.

But Skye Reymond isn’t just a number cruncher. She is a former college soccer player who grew up with the game in her DNA. Now, as the Senior Director of Data Science at U.S. Soccer, she uses analytics not to replace the human element, but to understand it.

On this week’s episode, we sat down with Skye to explore how her team turns raw data into the strategy that will define the 2026 World Cup.

Here is the side story of how math is growing the game, one insight at a time.

The “Sky Smith” Problem: Mapping the Fan Journey

One of the hardest problems in sports business isn’t selling a ticket; it’s understanding who bought it.

Skye shared a personal example that highlights the complexity of her job. Years ago, she was “Sky Smith,” a youth player registered under her parents’ email address. Today, she is Skye Reymond, a Director of Coaching and a Federation employee.

“My name used to be Sky Smith… and the email associated with my registration was my parents’. Being able to string together that this person is likely the same person that registered 10 years ago is important.”

Her team built a custom “Unification” model to solve this. By connecting these dots, U.S. Soccer can see the full lifecycle of a fan—from a 10-year-old taking their first touch to an adult buying tickets for the National Team. It’s not just data; it’s a biography of a soccer life.

The Ghana Match: 3,000 Tickets in 48 Hours

Data is often abstract, but Skye gave us a concrete example of how her “Propensity Models” (likelihood to purchase) drive real-world action.

A few years ago, the Men’s National Team was playing Ghana in Nashville. The team needed a push for ticket sales. Instead of blasting every fan in the database, Skye’s team identified the specific people most likely to attend based on their history.

They tailored the “48-Hour Before Kickoff” email specifically for that group.

“We ended up selling 3,000 tickets in the last 48 hours… which is a pretty significant lift.”

This is the power of modern data science. It isn’t about spamming fans; it’s about finding the people who want to be there and giving them the nudge they need.

The 2026 Vision: Do We Have Enough Referees?

With the World Cup coming to the U.S. in 2026, Skye is looking beyond ticket sales. She is modeling the infrastructure of the sport itself.

She knows the tournament will cause a massive spike in youth participation. But enthusiasm isn’t enough—you need logistics.

“If there’s a place that might see an increase in participation, do we have the refs available in that place? And if not, can we support them with additional referee courses?”

This is the “Side Story” that goes unnoticed. While the world focuses on the stadiums, Skye’s team is analyzing zip codes to ensure that when a million new kids sign up to play soccer in 2027, there is actually a referee there to blow the whistle.

The Takeaway: Skye Reymond proves that you don’t need to be a striker to score goals for U.S. Soccer. By blending her competitive history with cutting-edge science, she is building the digital infrastructure that will support the sport’s massive growth.

Listen to the full conversation with Skye to hear how she balances her high-pressure role with her “side hustle” as a youth club coach on the latest episode of Side Story Sports. You’ll hear about her unexpected path from the pitch to programming, how synthetic data can simulate fan behavior, and why mapping a person’s soccer identity might be one of the sport’s most powerful new tools. This is the side story of how numbers are not just informing the game — but growing it — one insight at a time.

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