Treasure AI signs women's sports deal with Portland clubs

Treasure AI has signed a partnership with the Portland Thorns and Portland Fire, becoming the Official Agentic Experience Platform for both women's teams.

The organisations describe the arrangement as one of the first AI partnerships in the United States focused exclusively on women's professional sports.

Treasure AI will also become a Community Game Changer Partner for both clubs, take a jersey sleeve patch position with the Thorns, and secure branding placements with the Fire. The agreement marks the company's first move into professional sport.

For the Thorns, the partnership includes jersey sleeve branding, a community initiative for families facing medical hardship, a match-day content series focused on player arrivals, and a behind-the-scenes fan engagement series. For the Fire, Treasure AI branding will appear on practice jerseys, in two locations on the team's court at Moda Centre, and at the Kaiser Permanente Performance Centre.

The Fire side of the deal also includes sponsorship of the team's postgame show on Rose City SportsNet and a content project following players involved in international competition. The partnership centres on using AI tools to improve how both clubs communicate with supporters.

Alexis Lee, President of Business Operations at the Thorns, said the club was drawn to how the technology could strengthen fan and community relationships.

"What excites us about Treasure AI is not the technology for its own sake, it is what the technology makes possible. 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," Lee said.

Clare Hamill, President of the Fire, tied the partnership to the commercial and operational value of better audience targeting.

"The best sports experiences in the world are built on knowing your fan. Treasure AI's platform gives us the intelligence and the speed to do exactly that: reach the right people with the right message at the right moment. For the Thorns and the Fire, this is about building something our fans can feel every single time they engage with us," Hamill said.

Women's sports

The agreement comes as women's sports in Portland continue to draw some of the strongest attendance figures in their leagues. The Thorns have led the National Women's Soccer League in total and average attendance in nine of 12 seasons, according to the organisations.

The Fire, one of the WNBA's newest franchises, said 19,335 fans attended their debut at Moda Centre, setting a league record for attendance at an inaugural game. Those figures help explain why sponsors and technology companies are increasingly treating women's teams as standalone commercial platforms rather than extensions of broader sports portfolios.

Portland's position in women's sport is also tied to investment in shared infrastructure. The Thorns and Fire are set to use the Kaiser Permanente Performance Centre, which the organisations describe as the world's first dual-sport women's performance centre.

Fan data

Treasure AI said its platform is designed to help brands use customer information to tailor outreach and engagement across channels. In sports, that typically means identifying supporter segments, shaping messages around match days and player narratives, and adjusting contact in real time.

The company presented the two-team agreement as an example of AI moving from back-office experimentation into public-facing sports operations, where clubs are under pressure to turn audience growth into sustained commercial returns. Shirt branding, court signage, and media sponsorship will give the partnership visibility, but much of its value will depend on whether the clubs can use the system to deepen repeat engagement.

That focus on fan relationships was echoed by Rafael Flores, Chief Product & Growth Officer at Treasure AI.

"Winning fans isn't about reaching everyone. It's about reaching the right person with the right story at the right moment. 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," Flores said.