Key Takeaways
- Treasure AI becomes the Official Agentic Experience Platform for the Portland Thorns and Portland Fire, marking its first move into professional sports.
- The deal is believed to be one of the first AI partnerships built exclusively around women’s professional sports in the United States.
Portland Thorns and Portland Fire are partnering with Treasure AI in naming it the official Agentic Experience Platform for both teams.
This partnership is believed to be one of the first exclusively women’s professional sports artificial intelligence (AI) partnerships in the United States, adding another milestone to Portland’s growing legacy as the global home of women’s sports.
The deal includes Treasure AI serving as the Portland Thorns’ jersey sleeve patch partner, placing the brand on one of the club’s most visible assets. This relationship marks Treasure AI’s first foray into professional sports and signals their continued investment in Portland as a global epicenter of women’s sports.
How Treasure AI Plans to Personalize the Fan Journey
Treasure AI enters the sports landscape at a pivotal moment as nvestment in women’s sports is accelerating across every category. The Portland Thorns have led the NWSL in total and average attendance in nine of twelve seasons. The Portland Fire shattered expectations in their 2026 debut WNBA season, setting a league record for the highest-attended inaugural game in WNBA history with a sellout crowd of 19,335 fans at Moda Center.
“Winning fans isn’t about reaching everyone. It’s about reaching the right person with the right story at the right moment,” said Rafael Flores, Chief Product & Growth Officer, Treasure AI, in a statement. “The Thorns and the Fire have two of the most passionate fan bases in sports. Our agents turn that passion into always-on connection, moving at the speed of now.”
Why This Partnership Lands at a Turning Point for Women’s Sports
At the heart of the partnership is a shared commitment to delivering fan experiences. Treasure AI’s platform will integrate AI-driven tools that enable the organizations to connect with fans faster, smarter, and with greater impact. A dedicated docuseries will chronicle how Treasure AI’s technology is positively shaping the fan experience in real time, giving supporters a look inside the innovation driving both franchises forward.
This partnership is designed to power that momentum by combining world-class technology to help unlock new opportunities for growth, innovation and fan connection. The partnership spans both franchises with purposeful activations designed to integrate Treasure AI into the fabric of each organization.
For the Portland Thorns, the partnership includes:
- Jersey Sleeve: A globally visible placement woven into the fabric of the team, carried into every match, every broadcast, and every highlight.
- Treasured Experience: A community impact program designed to give families facing medical hardship an unforgettable night at a Portland Thorns match.
- Tunnel Fits: A game night content series spotlighting Thorns players arriving on match days, celebrating the style, energy, and personality of the club.
As for the Portland Fire, the agreement calls for:
- Fire Practice Jerseys: Treasure AI will be represented on the Fire’s practice jerseys, driving elite preparation and competition.
- Fire Court Branding: Treasure AI will be present on every possession and every play at the Moda Center, with two locations on the team’s court.
- Kaiser Permanente Performance Center Court Branding: Overlooking the Fire’s two practice courts, Treasure AI will have prominent placement in the team’s new facility.
Additionally, the Fire’s postgame show on Rose City SportsNet will be presented by Treasure AI. Fans can watch all locally-televised Fire games on Rose City SportsNet.
“What excites us about Treasure AI is not the technology for its own sake, it is what the technology makes possible,” said Thorns President of Business Operations, Alexis Lee. “When we can understand our fans more deeply, serve our community more meaningfully, and tell the stories of these incredible athletes with the tools to match the moment, that is when AI becomes something human. Treasure AI shares that vision, and we are proud to build and showcase it together in Portland.”