Data-Driven Diamonds: DBH & FanCompass Bet on Tech for Fan Loyalty

SAN RAFAEL, CA – May 13, 2026 – In a significant move to deepen its digital footprint, Diamond Baseball Holdings (DBH) has renewed and extended its partnership with fan engagement technology firm FanCompass for another three years. The agreement signals a continued, aggressive push to modernize the fan experience across DBH’s sprawling portfolio of Minor League Baseball (MiLB) clubs, leveraging data to build loyalty and open up new revenue streams.

The collaboration will continue the rollout of FanCompass’s FC CORE platform, a digital hub designed to centralize fan interactions, across the more than 40 teams operated by DBH. This strategic investment comes at a pivotal moment for minor league sports, which are navigating a post-pandemic landscape of shifting attendance patterns and evolving fan expectations.

“FanCompass has been a valuable partner in helping our clubs build deeper connections with their audiences while also enhancing the value and consumer engagement we provide to our partners,” said Andrew Judelson, Chief Commercial Officer at DBH, in a statement accompanying the announcement.

The New Playbook for Minor League Baseball

Since its formation in 2021, Diamond Baseball Holdings has rapidly become the dominant force in Minor League Baseball ownership, acquiring over 40 teams from Single-A to Triple-A. The organization’s stated mission is to support and enhance its clubs through professional management, innovation, and investment. This partnership renewal is a clear execution of that strategy, tackling the digital frontier head-on.

The move is set against a challenging backdrop for MiLB. While the passion for local baseball remains strong, league-wide attendance has yet to fully recover to pre-pandemic highs. The 120 affiliated MiLB teams drew just over 30 million fans in 2025, a nearly 3% decline from the previous year and the lowest average attendance in two decades, excluding the pandemic-affected seasons. This reality has forced teams to look beyond traditional ticket sales and hot dogs for sustainable growth.

Enter the digital-first approach. By standardizing on a sophisticated platform like FC CORE, DBH is betting that a compelling online experience can supplement and even drive in-person attendance. The goal is to create a year-round conversation with fans, keeping them connected to their favorite local teams long after the final out of the season.

Inside the Engagement Engine

At the heart of the partnership is the FC CORE platform, which FanCompass describes as a “Fan Engagement Engine.” Rather than a simple team website or app, the platform is a white-labeled, mobile-first hub where clubs can launch an unlimited number of interactive campaigns. These aren't just news feeds; they are experiences designed to capture attention and data, such as trivia contests, predict-the-play games, and digital “Scratch-and-Win” promotions.

With every interaction, the platform gathers valuable first-party and zero-party data—information that fans willingly and explicitly share. This allows a team to progressively build a rich profile of each fan. A club can learn not just a fan's name and email, but also their favorite player, their go-to concession item, their t-shirt size, and how often they attend games. This data is then integrated with existing CRM and ticketing systems, providing a holistic view of the fanbase.

This strategy transforms the fan relationship from a transactional one, based on ticket purchases, to an ongoing, interactive dialogue. It creates a value exchange: fans get entertaining content and chances to win prizes, while the club and its partners gain invaluable insights into their audience’s preferences and behaviors.

The Data-Driven Sponsorship Shift

The deeper fan understanding enabled by the FC CORE platform is fundamentally changing the sponsorship game. For decades, a logo on an outfield wall was the standard for local advertising. Now, DBH clubs can offer partners highly targeted, measurable digital activations.

Instead of a generic brand message, a sponsor can now be part of an experience. A local auto dealer could sponsor a “Predict the Pitching Change” game, targeting fans who have indicated an interest in cars through platform surveys. A regional grocery chain could offer a digital coupon as a prize in a trivia contest, directly driving foot traffic to its stores. This is what the partners refer to as “thoughtful, insight-driven sponsor activations.”

This shift is crucial for MiLB teams, where sponsorships represent a vital and growing revenue stream. By providing sponsors with clear data on engagement, lead generation, and potential return on investment, DBH clubs can justify premium pricing for their digital inventory and forge more authentic connections between brands and the community.

“Together, we’re helping clubs create meaningful engagement at scale, strengthening fan relationships while delivering long-term value for their organizations and partners,” noted FanCompass Co-Founder & CEO, Jamie Pardi.

By creating a consistent and powerful digital infrastructure, the partnership between Diamond Baseball Holdings and FanCompass aims to ensure that America’s pastime not only survives but thrives in the digital age. It represents a calculated effort to future-proof minor league baseball, proving that the most valuable plays may now be happening on screens as well as on the field.