For Andres Focil, there’s always a bigger picture. The CEO and founder of WMT Digital started his firm as a new-age marketing platform in the early days of SEO. Since then, the company has produced a suite of products that touch many facets of sports, like platform building, engagement and ticketing. WMT works with nearly 300 sports and entertainment brands, along with 100-plus college athletics departments.
The latest step in the bigger picture is WMT Fan Intelligence, a customer data platform specifically made for sports. The goal is to provide better profiling of fans, accounting for their ticketing and merchandise purchases, and, ultimately, providing a deeper understanding of overall and real-time sentiment to inform action.
“We’ve been thinking about this for many, many years now,” said Focil, an SBJ Forty Under 40 honoree in 2025. “Sports organizations have invested heavily in collecting fan data, but they don’t really have answers to the most pertinent questions, most important questions around their data, which is who are their fans and what do they care about?”
Focil said this fan intelligence platform can connect to any dataset hub necessary. And that connection will let users ask questions of their own data via natural language processing — like prompting the system to pull a list of single-game buyers who have invested significantly in merch so they can be cultivated into partial or full-season ticket holders. WMT Fan Intelligence is being used by a select few clients — BYU has deployed it, while San Diego State and Texas A&M are still onboarding — and will roll out at a wider scale in Q3.
Focil is excited to take on early feedback from them, especially when it comes to seeing how they help train the AI-infused tool for their respective fans and the college user base for WMT as a whole.
“You can create and deliver audiences that are personalized for them, and it just becomes very automated from that perspective,” Focil said. “That’s where it gets smarter.
“That feedback — when it gets smarter, when they start asking it more questions, as they start asking 600 more questions — is going to become really powerful.”
