Solving for the Unknown Fan: Building a Revenue Engine Beyond Ticketing

Wednesday, July 29 | 12:30 PM ET

Solving for the Unknown Fan: Building a Revenue Engine Beyond Ticketing

Presented by WMT

For decades, sports organizations have relied on ticket sales as the foundation of their revenue strategy. Today, growth requires a broader view.

Teams have more fan data than ever before, yet many still struggle to identify, understand, and activate the majority of their audience. Millions of fans engage through digital content, social media, merchandise, sponsorship activations, and broadcasts without ever becoming known customers.

The challenge isn't a lack of data or technology—it's fragmented data that makes it difficult to connect fan behavior to meaningful business outcomes.

Join leaders from across professional sports as they discuss how they're solving for the anonymous by connecting identity, behavior, and activation across the fan journey. Learn how leading organizations are building modern revenue engines that drive growth across ticketing, sponsorships, premium experiences, memberships, and fan engagement.

Who Should Attend

• Digital, marketing, and fan experience leaders
• Data, CRM, and analytics executives
• Ticketing and sponsorship leaders
• Team and league commercial executives

What You Will Learn

• Where legacy, ticketing-driven revenue models fall short in today's environment
• How disconnected systems limit the ability to act on fan behavior
• What defines a modern revenue engine built around fan identity and activation
• Where to prioritize investments across data, identity, and engagement
• How leading organizations are connecting fan insights to measurable revenue impact

Featured Speakers

Will Clayton is the Senior Director of Commercial Revenue Strategy & Operations for the Minnesota Twins, where he leads commercial strategy across sponsorships, premium ticketing, media, and fan intelligence. He is the author of The Modern Revenue Stack, a framework for helping sports organizations integrate data, technology, and commercial strategy to drive sustainable revenue growth. Throughout his career, Will has partnered with leading sports technology companies to help shape analytics and commercialization products used across the industry. He is passionate about the intersection of sports, technology, and AI, and regularly speaks on innovation, fan engagement, and the future of enterprise strategy.

Andy Zeilman is President of WMT Digital, where he leads the technology company's strategy and operations, helping sports and entertainment organizations leverage data, AI, and digital technology to deepen fan relationships and drive commercial growth. Prior to WMT, Andy held executive leadership roles at AI and SaaS companies Biobot Analytics and Affectiva, as well as Nuance. He holds an MBA from Babson College and a BA from Dartmouth College.

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

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**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.