RAJ Sports has signed a wide-ranging sponsorship with AI-infused customer data platform Treasure AI that will include assets and technology deployments with the NWSL’s Portland Thorns and WNBA’s Portland Fire. Financial terms were not disclosed but it is a multiyear agreement, according to RAJ Sports EVP/Commercial Strategy & Business Development John Torris.
With the deal, Treasure AI, a California-based firm that rebranded from Treasure Data earlier this year, becomes the Thorns’ and Fire’s “official agentic experience platform.” Torris said the teams could add more partners in the AI category in future, potentially in the realm of athlete performance.
RAJ will use Treasure AI’s customer data platform and agentic AI functionality to shape and execute the Thorns’ and Fire’s fan engagement strategies. As one example, Torris pointed out that RAJ has found only 10% overlap between Thorns and Fire fans, creating an opportunity for Treasure to help “understand the nuanced differences between our fan bases and craft specific marketing messaging that’s going to hit those people at the right time with something they’re going to find value in.”
Treasure will also receive:
- Logo placements on the Thorns’ jersey sleeve (Ring is the team’s front-of-kit partner, with La Croix and Alaska Airlines on the back and Ally on the other sleeve via its broader NWSL deal); Fire’s practice jerseys; Moda Center court; and above the practice court in the teams’ forthcoming training facility.
- Presenting sponsor rights to the Fire’s postgame television show on Rose City SportsNet and a social media content series called “Tunnel Fits” that showcases Thorns players’ pregame fashion.
- Rights to collaborate with the Thorns on a behind-the-scenes docuseries about the team’s use of Treasure’s platform, and a new community impact program.
“AI has been a very important topic for us, not just from a corporate partnerships perspective, but organizationally -- our owners are highly interested in it, our sporting operations are highly interested in it, as are our business executives,” Torris said. “The Fire [are a] brand new franchise, the Thorns are established, but we’re in year three of ownership and still building our relationship, candidly, with the Portland market and with our broader fanbase. Having a partner that understands that and can help us shape the customer journey in a thoughtful way is important for us as we grow our relationship with our fanbase.”
Legends Global Partnerships assisted RAJ Sports on the deal, while Treasure AI negotiated directly. It is Treasure’s first sports sponsorship.
