Digital transformation is reshaping how sports organizations engage fans. Advances in streaming, AI, immersive media, and wearable technologies—collectively known as FansTech—are redefining fan experiences and revenue models. At the same time, the industry faces mounting challenges: fragmented and costly streaming rights, rising barriers to season ticket access, and the risk that digital-first engagement erodes the shared, in-person moments that sustain fandom across generations.
This Spring 2026 conference will launch a new initiative led by the Mack Institute in collaboration with Comcast NBCU SportsTech, the Philadelphia Phillies, Playfly Sports, and SeventySix Capital. The initiative brings together Wharton research, industry leadership, and FansTech innovation to rethink how long-term fan relationships are built and sustained.
Grounded in Wharton’s research on Customer Lifetime Value (CLV), technology-driven innovation, and corporate venturing, the conference will explore how metrics, technologies, and partnerships can better align innovation with enduring fan engagement.
Conference themes include:
- Fan Lifetime Value (FLV) as a foundation for managing engagement and revenue
- FansTech’s contribution to FLV as a lens for technology adoption
- Corporate venturing as a strategic pathway for teams, merchants, and media companies
With Philadelphia hosting the 2026 FIFA World Cup and MLB All-Star Game during the nation’s 250th anniversary, this is a timely moment to convene leaders across the sports ecosystem.
We invite leaders from sports teams and leagues, media and merchandising companies, and FansTech startups to join us at the University of Pennsylvania to shape the future of fan engagement.
