Treasure AI aims to get its name out through women's sports
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Treasure AI is betting that the rising popularity of women's sports can help build its brand — while the National Women's Soccer League's Portland Thorns and WNBA's Portland Fire see the AI company as a way to deepen their relationships with fans.
Why it matters: An expanded partnership announced last week deepens the bonds between the recently rebranded AI marketing company and two teams in the booming women's sports industry.
Driving the news: Treasure AI, formerly known as Treasure Data, will serve as the official "agentic experience platform" for both teams. The expanded deal includes a patch on the Thorns' uniforms, branding on the Fire's practice jerseys and court, sponsorship of the Fire's postgame show and several content and community initiatives.
The big picture: The partnership reflects a broader convergence between AI companies looking for visibility and sports franchises trying to turn fan data into more meaningful engagement.
- "Women's sports [fans] are extremely loyal," Rafa Flores, Treasure AI's chief product and growth officer, said at a launch event last week at the company's offices in Mountain View, California. "They're passionate about a sense of community. They're passionate about the players."
- The deal is much smaller in scope but similar in strategy to the lucrative agreement IREN signed with the Golden State Warriors and the WNBA's Golden State Valkyries.
- IREN, an AI infrastructure company, is reportedly paying more than $50 million annually for the Warriors' jersey-patch sponsorship as it tries to build recognition among Bay Area AI startups. Treasure AI and RAJ Sports (owner of the Fire and Thorns) declined to share the financial details around their partnership.
- Although Treasure AI isn't located in the same market as the teams it is sponsoring, Flores said the deal connects two regional identities: Silicon Valley as a center of technology and Portland as a center of women's sports.
The other side: RAJ Sports sees the partnership as a way to personalize the fan experience while building the teams' business infrastructure.
- "We aren't just sitting here using AI for the sake of using AI," said Kimberly Veale, senior vice president of marketing for the Fire. "There is a true responsibility in terms of how we serve our fans responsibly."
By the numbers: RAJ Sports told Sports Business Journal that there is only about 10% overlap between Thorns and Fire fans, suggesting room to use customer data to understand and reach the two audiences differently.
- The teams and Treasure AI are still figuring out how to work together beyond the sponsorship. They are discussing a range of potential uses for Treasure AI in their operations, including allowing the teams to better segment their loyal fan base to deliver more relevant ticket, content and merchandise offers.
- For example, a cost-conscious parent might get pitched a two-for-one ticket deal to make family outing more affordable.
- "Did we deliver something that's true to the fans?" Flores said when asked how the partnership would be judged. "If we can deliver on that promise, we have succeeded."
