Treasure AI is now the Official Agentic Experience Platform for both teams. We are also proud to serve as the Portland Thorns’ jersey sleeve patch partner and as Community Game Changer Partner for both clubs.

This marks one of the first AI partnerships in the United States focused exclusively on women’s professional sports. It also places Treasure AI at the heart of Portland, Oregon, one of the most important cities in the growth of women’s sports.

But for us, this is not just a logo placement. It is not a sponsorship as usual.

As Chief Product & Growth Officer, and as a growth marketer who has spent years studying what makes brand relationships grow and endure, I want to explain why we made this bet, why we chose Portland, and what this partnership says about the future of marketing, customer data, and community-driven growth.

Why Women’s Sports. Why Portland.

CMOs and growth leaders are surrounded by metrics: impressions, clicks, conversions, and cost per lead. But the best marketers know that growth does not come from reaching everyone. It comes from reaching the right person with a story that matters, at the moment it matters. That is what strong communities do.

Women’s professional sports represent one of the fastest-growing movements in culture today. The audience is defined by loyalty, passion, and advocacy, the kind of relationship every brand wants to earn.

Portland makes that opportunity tangible. The Portland Thorns have led the NWSL in total and average attendance in nine of their twelve seasons. In 2026, the Portland Fire entered the league with immediate momentum, drawing a sellout crowd of 19,335 for the highest-attended inaugural game in WNBA history. But the fit goes beyond audience growth.

Our customers, CMOs, growth marketers, and data leaders, believe that better technology should not demand more from people. It should give something back: more time, more clarity, and more space for the work and experiences that matter. That belief shapes not only how they work, but what they choose to support.

Women’s sports represent a model of high performance built on resilience, leadership, trust, and collaboration, the same qualities that define the strongest organizations.

By investing exclusively in women’s professional sports, we are doing more than supporting two teams. We are standing behind a movement that is redefining performance, leadership, and community across America and around the world.

1. AI Should Make Experiences More Human

There is a common fear that AI is cold, transactional, and destined to replace human interaction.

At Treasure AI, we believe the opposite. Technology should not replace human connection. It should help create more of it.

Sports are one of the clearest expressions of shared human experience. A player scoring in the final seconds, a child meeting her favorite athlete, a stranger in the stands becoming a lifelong friend, a community finding something to believe in together.

These moments are emotional, immediate, and deeply personal. Treasure AI helps teams recognize them at scale. By bringing together fan data, behavior, and real-time signals, our agents help organizations understand what matters to each person and respond with the right experience at the right moment. The goal is not to make the fan experience feel more automated, it is to make it feel more personal.

“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.”

— Alexis Lee, President of Business Operations, Portland Thorns FC

2. A Partnership Built on Daily Operations

A logo on a jersey creates visibility, working together creates value. The Thorns and the Fire are not just promoting Treasure AI. They are actively deploying the Treasure AI Agentic Experience Platform across their day-to-day operations. Our platform helps their teams move beyond fragmented campaigns and legacy systems toward continuous, real-time fan engagement. It gives them an always-current understanding of each fan while keeping human judgment in control.

That means the organizations can create more relevant experiences across the entire fan journey from buying a first ticket, attending a match, purchasing a favorite player’s jersey to following an athlete onto the global stage. In every case, the opportunity is the same: understand what matters and act while the moment is still meaningful.

Legacy CRM systems often make that difficult. They separate data, delay decisions, and slow campaigns at precisely the moment organizations need to move at the speed of their fans. The Thorns and the Fire are taking a different path by building on an AI-native foundation.

“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.”

— Clare Hamill, President, Portland Fire

3. Moving at the "Speed of Now"

At Treasure AI, we talk about moving at the speed of now, but “now” is not simply a measure of milliseconds or system latency. Speed without purpose is just noise.

For us, moving at the speed of now means recognizing a meaningful moment and responding before it passes. It means helping organizations move with relevance, not simply velocity. This partnership will bring that idea to life through several community-centered activations.

• The "Treasured Experience" Program: The Treasured Experience will give families facing medical hardships an unforgettable VIP night at a Portland Thorns match. The technology may help make the experience possible, but the lifetime lasting memories is what matters.
• "Fire vs. the World": During the 2026 FIBA Women’s World Cup in Berlin, the Fire and Treasure AI will connect Portland fans with Fire athletes competing for their national teams. The program will bring supporters closer to the athletes’ journeys and defining moments on the global stage.
• The WNBA Postgame Show: Treasure AI will present the Portland Fire’s postgame show on Rose City SportsNet, delivering timely commentary and data-driven insights immediately after the final buzzer.

Built on Enterprise-Grade Trust 

This partnership is rooted in shared values but it is also backed by proven technology. Treasure AI is built on an enterprise-grade agentic architecture that helps go-to-market teams close the gap between customer interest and meaningful action.

Across retail, automotive, financial services, and high-growth technology, our platform has helped organizations achieve:

• 38% Decrease in Acquisition Cost (CPA) through real-time personalization based on intent signals.
• 4.2x Faster Down-Funnel Progression: by coordinating entire buying committees, not just individual contacts.
• Always-On Governance & Privacy: through enterprise guardrails built into every agent action.
  

This partnership brings all of those capabilities into one of the most emotionally rich and fast-moving environments in the world: professional sports. Treasure AI’s role is to help them understand one another, act in the moment, and grow closer together, and I for one couldn’t be more excited to embark with them on this journey.