RAJ Sports has entered a multiyear sponsorship agreement with California-based Treasure AI, designating the firm as the “official agentic experience platform” for the NWSL’s Portland Thorns and the WNBA’s Portland Fire. According to RAJ Sports EVP of Commercial Strategy and Business Development John Torris, the partnership will utilize AI-driven customer data to personalize fan engagement strategies across both franchises.
Data-Driven Fan Engagement Strategies
The core of the agreement centers on the deployment of Treasure AI’s customer data platform and agentic AI functionality. RAJ Sports aims to leverage this technology to bridge the gap between its two distinct fan bases. Internal data from RAJ Sports indicates only a 10% overlap between Thorns and Fire supporters, highlighting a significant opportunity for hyper-targeted marketing.
“We’re in year three of ownership and still building our relationship with the Portland market and our broader fanbase,” Torris said. The organization intends to use the platform to understand the nuanced differences between these audiences, ensuring that marketing messaging is delivered with precision and value.
Asset Integration and Brand Placement
As part of the multiyear deal, Treasure AI secures a wide array of physical and digital inventory across the Portland sports landscape. The partnership includes:
- Jersey Branding: Logo placement on the Thorns’ jersey sleeve and the Fire’s practice jerseys.
- Venue Presence: Branding on the Moda Center court and above the practice court in the teams’ upcoming training facility.
- Content Sponsorships: Presenting rights for the Fire’s postgame television show on Rose City SportsNet and a social media series titled “Tunnel Fits,” which highlights Thorns players’ pregame fashion.
- Collaborative Media: A behind-the-scenes docuseries detailing the organization’s integration of the Treasure AI platform.
Future Trends in Sports Tech Partnerships
This deal marks Treasure AI’s first foray into professional sports sponsorship. While the current focus remains on customer data and fan engagement, RAJ Sports has left the door open for further expansion. Torris noted that the organization may evaluate additional partners in the AI category, specifically regarding athlete performance and sports operations.
Did you know?
The deal was facilitated by Legends Global Partnerships, while Treasure AI handled negotiations directly.
Frequently Asked Questions
What is an “agentic experience platform”?
Will Treasure AI work with other sports teams?
While this is Treasure AI’s first sports sponsorship, RAJ Sports’ decision to limit the category exclusivity suggests the teams may bring on additional AI partners for specialized tasks like athlete performance tracking.
Why is there a focus on the 10% overlap?
The low overlap between Thorns and Fire fans means the teams cannot rely on a “one-size-fits-all” marketing strategy. Targeted AI messaging allows the teams to treat these as distinct customer journeys.
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