The Univ. of Missouri athletic department used WMT Digital to rebuild the front and back end of its website and app, including the integration of WMT’s “Fan ID” product for consolidating fans’ logins across ticketing, Mizzou’s digital channels and more. The new platforms went live on July 1.
Mizzou Exec AD & Chief Brand Officer Michael Schroeder told SBJ the web/app redesigns will allow Mizzou to adapt and arrange digital content more dynamically, and that the school’s use of Fan ID, which will be branded “Mizzou ID,” will include integrations with fans’ Ticketmaster accounts and student-specific loyalty programs. Mizzou will also study users’ consumption habits on their app and website to be able to deliver them more personalized content. Further down the line, Schroeder pondered the possibility of adding concession and merchandise transactions (Mizzou’s in-venue merchandise partner is Follett, and its concessionaire is Sodexo).
“There’s really a lot of potential there,” Schroeder said. “With the end goal being able to meet the moment and respond to fans where they want to be and how they want to engage with Mizzou Athletics.”
Mizzou’s previous web/app provider was Learfield’s Sidearm Sports.
WMT founder & CEO Andres Focil, a 2025 SBJ Forty Under 40 honoree, said WMT Fan ID is a new product for the firm and has thus far been rolled out with Mizzou and Texas A&M. WMT’s Fan ID-focused deployments do not always include a rebranding element, as Mizzou’s did, but are typically multiyear arrangements. Clients manage the data and insights provided by Fan ID through WMT’s digital content management system Astra.
“It gives Mizzou the ability to own a persistent first-party relationship with each fan across each property,” Focil said. “The concept [is] around owning that fan relationship and rather than treating just each and every visit as another interaction.”
