I help sports and entertainment properties close the gap between a packed arena and a broken digital experience, so every fan becomes someone you know, keep, and can prove the value of.
Most teams can count the crowd. Few can name a single fan in it: what she buys, how often she comes back, or when she's about to leave. Fanography is the research discipline that closes that gap, pairing deep fan research with product strategy so your digital experience earns the loyalty your arena already has.
The study of fans as people, not ticket counts: who they are, what drives them, and what keeps them coming back.
A research-based portrait of your fan base, delivered in every Fanograph Diagnostic and built to guide product, marketing, and sponsorship decisions.
An audit or insight grounded in observed fan behavior, not assumptions or vanity metrics.
A decade-plus of behavioral research, now focused entirely on the fan relationship.
Every team sits somewhere on this ladder. The question isn't how many fans you have. It's how much of each fan relationship you actually own, and whether you can turn it into revenue a sponsor will pay for.
Fans live on league, ticketing, and social platforms you don't control.
You have your own tools, but they don't talk to each other.
Some fan data flows between systems, but there's no single view of a fan yet.
One first-party record per fan, across every touchpoint.
Fan data answers a sponsor's question with a number instead of a vibe.
A data ownership index for team and league apps. It grades every team on two separate axes, data ownership and experience quality, and plots them on one grid, so teams can see exactly where they stand against their peers.
A live, public audit series that follows a single fan job from start to finish across a sports property's digital products, checkpoint by checkpoint, grounded only in what was directly observed.
Read the FIBA 2026 audit →Fans are starting to ask AI assistants before they open a team app. If your schedule, watch options, and tickets aren't readable by those assistants, the answer routes around you, to someone else's platform. Every Fanograph Diagnostic checks for it.
Most teams start with the Fanograph Diagnostic. Each engagement after it builds on the last, toward research and frameworks your team uses every season.
A fixed-scope look at your full digital fan journey, from discovery and ticketing to the app, content, sponsorship, streaming, and retention. You'll see exactly where the experience leaves engagement and revenue on the table, and what to fix first.
Your Fanograph becomes a living system. Ongoing fan research that feeds every decision: segmentation, the casual-to-season-ticket journey, app experience, and the audience evidence that makes the sponsorship case.
The system built during our work, licensed back to your organization and improved over time, so it compounds instead of going stale in a shared drive.
Also available: keynotes and workshops. A focused session for a league off-site, a conference, or your internal team on why fan data ownership matters more than fan data volume, and what a sticky team app looks like beyond tickets and schedules.
I'm Devin Wallace-Williams, PhD, a behavioral researcher and product strategist specializing in growth and activation. At Zillow and Meta, I researched what turns a casual visitor into someone who signs in, engages, and comes back, and I shaped the product decisions that followed. Fans follow the same path.
I'm also a Dallas Wings season ticket holder. The ticketing, the app, and the digital experience around the game I love didn't talk to each other. That gap isn't unique to one team. It's the pattern across women's sports, which has the moment but not yet the infrastructure to match it.
Fanography is how I help teams close that gap, as the engaged fan I actually am.
I write about product strategy, fan data, and the business of women's sports on Substack.
What a season ticket holder sees when the game is great and the digital experience isn't.
Launching a team app is step one. Making it the center of the fan relationship is the real work.
Why the first team in each market to prove its fan value will set the price for everyone else.
Four real fan tasks, graded A through F, during the ten days the season went quiet.
If you lead fan experience, digital, partnerships, or strategy at a team, league, or venue, let's spend 30 minutes on the one fan-experience question keeping your team up at night, and whether a focused Diagnostic answers it.