Sara Daniel

SVP, Ticket and Premium Sales at Carolina Hurricanes

“Sara, your approach to leadership—quiet strength, humility, and team-first mentality—is incredibly refreshing. The way you prioritize lifting others up, rather than self-promotion, really speaks to the kind of culture the sports world needs more of.

Your journey—from stepping out of your comfort zone to navigating the challenge of being heard in male-dominated rooms—shows how persistence and authenticity can create long-term impact. The insight about continuing to “do what you do” while letting your work speak for itself is a message more young women need to hear.

Loved your take on balance: the importance of having outlets, asking for help, and using delegation not only for survival but also for growth—both your own and your team’s. And your excitement around challenges being the “fun part” says everything about your mindset.

And that long-term goal? We’re rooting for that Stanley Cup win right alongside you.” – Zara Halabu

Please describe your role & responsibilities at that position ?

I oversee all ticket sales and suite sales for the Carolina Hurricanes and concerts at the Lenovo Center

What did you study in college and how did your educational background shape your career in the sports industry?

Undergrad I studied Business/Marketing and I have my Master’s degree in Sport Management. All of this gave me the insights and some connections to break into the sports industry

Can you share the key milestones in your career that led you to your current position in the sports industry?

Key milestones for me were believing in myself and getting out of my comfort zone to take new jobs, move to new parts of the country and let my knowledge, experience and leadership speak for itself!

What are some of the biggest challenges you’ve faced as a woman in the sports business, & how have you overcome them?

Being heard- I know I have a voice but I am not one to brag about what I have accomplished or feel the need to take credit for team successes. I have overcome this by being sure I would speak up, repeat myself if needed but at the same time, never losing sight of who I am. I am a team player and feel like my job is to lift everyone up around me. Many male counterparts were promoting themselves but that is not the type of person I am or want to be- it is all about the team and what we accomplish together! When I was younger it bothered me to see how much some of the men wanted to pound their chests and brag but over time, that would turn people off so I learned to keep doing what I do!

Balancing a career is demanding. How do you manage a work-life balance? What strategies have worked well for you?

Find your outlets- working out, staying connected to friends, traveling, etc. are all key for me. Also you have to know that you can’t do it all- it is ok to ask for help and to delegate. If you don’t you will not have balance and at the same time, you are not helping someone around you learn and grow by them taking on some added responsibility.

How important is mentorship for women in the sports industry? Have you had mentors or role models who played a significant role in your career and can give some details ?

It is extremely important. We all need Champions. We need someone to be our sounding board. I have had that and those people have helped me make some big decisions because I trusted their insights and advice.

In a male-dominated industry, do you feel women are given equal opportunities? What steps do you think can be taken to promote gender equality in the sports industry?

I think there are more and more opportunities for women these days. As women in sports, it is our responsibility to continue to mentor, guide and champion other women to help us get to equality one day!

What aspects of your work in the sports industry do you enjoy the most ? What parts do you find the most challenging ?

I love my job and am so blessed with the career I have had. I love being a part of helping others on their career journeys and seeing them prosper. I love seeing an arena come to life and seeing so many people enjoying our events while they are creating memories of a lifetime! To me the challenging parts are oftentimes the most fun, too. Every year there are new challenges- it keeps me on my toes and pushes me to continue to learn from others and create new solutions.

What advice do you have for young women aspiring to build a successful career in the sports industry?

Just do it!! Get involved, ask for the interview, ask for advice, ask for the job…don’t be shy. The more experience you get through internships, projects, leadership roles, etc. will only help you down the road so make the most of your current situation and look for what opportunities are around you.

What are your long term personal goals that you still want to achieve both business wise and personal?

Win a Stanley Cup!