Sustaining Year-Round Engagement: Why Fan Relationships Have No Offseason

Wednesday, June 3 | 12:30 PM ET

Sustaining Year-Round Engagement: Why Fan Relationships Have No Offseason

Presented by Braze

While games have a clear start and finish, fandom is constant. In today’s 365‑day sports cycle, leading organizations are looking beyond game‑day moments to maintain relevance, deepen loyalty, and drive long‑term value with fans.

In this episode of SBJ Live, we explore how sports executives turn peak live events into sustained, year‑round engagement. The discussion will examine how teams, leagues, and brands personalize fan interactions across the full calendar—preserving fan equity and staying central to the fan experience from the draft through the playoffs and beyond.

Who Should Attend

• Team, league, and venue executives responsible for fan engagement, marketing, or growth
• Media and entertainment leaders focused on audience development and retention
• Sponsorship and partnership executives looking to extend fan relationships beyond game day
• Brand and marketing leaders supporting sports properties or live events
• Executives evaluating how data, personalization, and technology support long‑term fan value

What You Will Learn

• Why treating fandom as a year‑round relationship—not a season‑based one—is becoming a competitive advantage
• How leading sports organizations extend the impact of marquee events into always‑on engagement
• Practical approaches to personalizing fan communications without overwhelming audiences
• How sustained engagement strengthens fan equity across ticketing, streaming, apps, merch, venue experiences, and owned channels
• What the next phase of fan engagement looks like as sports organizations move toward a true 365‑day strategy

Featured Speakers

Sean Halbmaier, VP, Fan Engagement & Analytics, PGA Tour

Sean Halbmaier is the VP of Fan Engagement & Analytics at the PGA TOUR, where he leads fan data strategy and activation. With 15 years of experience in sports across the PGA TOUR & Learfield, Sean specializes in marketing technology, fan engagement strategies, and sponsorship activations. During this webinar, Sean will share insights on the recently launched PGA TOUR Pass membership program, built to bolster the PGA TOUR’s direct relationship with fans to drive year-round engagement.

Allyson Kurth, VP, Media & Entertainment, Gaming & Sports, Braze

Allyson leads Braze’s largest industry vertical, spanning Media, Entertainment, Gaming, and Sports. She specializes in helping iconic brands create meaningful, data-driven experiences that adapt to evolving audience behaviors. By prioritizing long-term consumer value, she champions the principle that personalized engagement is the definitive key to building loyalty in a fragmented market. A dedicated community builder, Allyson curates a global ecosystem for industry leaders to exchange best practices, ensuring her partners and team remain at the forefront of modern audience connection.

Jarrett Overstreet, Manager, Digital Platform, NASCAR

Jarrett Overstreet is a digital product and platform leader with 8+ years of experience building and scaling fan-facing digital products in high-traffic consumer environments. He focuses on driving fan acquisition, engagement, and monetization through data-informed product strategy.

He has led products across mobile apps, websites, fantasy sports, loyalty programs, and content platforms reaching millions of fans, partnering closely with marketing, design, development, and external teams to deliver impactful digital experiences.

Helen Soto, Senior Manager, Email Marketing, NBC Sports

Registration is free. All registrants will receive a recording of the webinar following the event.

***

**This episode of SBJ Live is sponsored and produced in coordination with a sponsor. The SBJ editorial team was not involved in the production of this episode.