Treasure AI Ties Portland Women’s Sports Sponsorship to Fan Data Platform
Treasure AI’s Portland Thorns and Fire partnership pairs jersey and court branding with a platform for personalized fan engagement.
The Thorns and Fire partnership combines uniform and court branding with a platform intended to personalize fan engagement.
Treasure AI’s multiyear partnership with the Portland Thorns and Portland Fire is putting the company’s name on team assets while bringing its customer data platform into the clubs’ business operations, according to the company and a Sept. 24 report by Axios.
The company, formerly Treasure Data, announced in July that it had become the Official Agentic Experience Platform for the NWSL and WNBA teams. The deal includes a sleeve patch on Thorns jerseys, branding on Fire practice jerseys and the court, and presenting sponsorship of the Fire’s postgame show on Rose City SportsNet. It also includes community and content programs for both clubs.
RAJ Sports, which owns both teams, is using the Treasure AI Agentic Experience Platform to bring fan information together and coordinate more personalized communications, the company said. Its examples span ticket purchases, game attendance and merchandise. The company describes the platform as supporting real-time fan engagement with staff retaining control over decisions.
Axios reported that the teams could use audience segmentation for offers such as targeted ticket promotions. RAJ Sports told Sports Business Journal, as cited by Axios, that the two teams’ fan bases overlap by only about 10%. That leaves the clubs with largely distinct audiences despite shared ownership.
The partnership also includes the Treasured Experience program, which provides a VIP Thorns match for families facing medical hardship, and Fire vs. the World, a content initiative following Fire players at the 2026 FIBA Women’s World Cup.
Neither the July announcement nor the September report disclosed the agreement’s financial terms or published results from the teams’ use of the platform.
https://www.axios.com/2026/09/24/portland-fire-thorns-treasure-ai-womens-sports
Kazuki Ohta
Kazuki Ohta
