Treasure AI Partnered With Portland Thorns and Fire
The technology firm has become the official agentic experience platform for the two Portland professional sports teams.
Updated on Sept. 24, 2026 in Soccer
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Mountain View-based Treasure AI has entered a multi-year partnership with the Portland Thorns and the Portland Fire. The deal grants the company prominent branding on team uniforms and practice gear while integrating AI tools into the organization's infrastructure.
Why it matters
The collaboration allows RAJ Sports to leverage fan data for personalized engagement initiatives while providing Treasure AI with significant brand visibility. This integration highlights the growing trend of sports franchises adopting agentic AI platforms to modernize business operations.
The partnership includes branding across Thorns uniforms and Fire practice jerseys, with Treasure AI also sponsoring the Fire postgame show. This deal operates in a market where other major sponsorship benchmarks, like the IREN deal with the Golden State Warriors, exceed $50 million annually.
The players
Treasure AI
This Mountain View-based technology company was formerly known as Treasure Data and provides agentic experience platforms.
RAJ Sports
This organization owns and operates both the Portland Thorns and the Portland Fire professional sports teams.
Portland Thorns
The Thorns are a professional soccer team based in Portland that is now utilizing AI to drive fan engagement.
Portland Fire
The Fire are a professional sports team based in Portland that has integrated Treasure AI into their postgame programming.
The details
The partnership focuses on content and community initiatives designed to improve audience engagement for both Portland teams. RAJ Sports, which owns both franchises, will utilize Treasure AI technology to streamline its business infrastructure and deliver personalized experiences to local fans.
Timeline
September 2026 marked the public announcement of the expanded partnership between the entities.
Season Trajectory
This deal follows the pattern set by the IREN $50 million annual Golden State Warriors jersey-patch sponsorship. The move signals a broader shift toward tech-heavy branding within professional sports to capture fragmented fan attention.
Fans will see updated branding on team uniforms and practice gear starting immediately. The integration of data-driven AI tools aims to provide followers of both the Thorns and Fire with more personalized content throughout the season.
The takeaway
This partnership demonstrates how sports franchises are increasingly using AI to bridge the gap between business operations and fan community interaction. Supporters should expect more data-driven content offerings as teams prioritize personalized digital experiences.
Further reading
For more news on local professional athletics, visit Soccer.
Source note: This article includes information reported by Axios.
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