21X SPORTS Becomes an Official Partner of the Detroit Pistons

21X SPORTS is now an official partner of the Detroit Pistons.

The partnership establishes 21X SPORTS within the Pistons’ partner network as we develop technology for the commercial and service operations of sports organizations.

Showing Up in the Industry We Are Building For

21X SPORTS, powered by GameAbove Sports, was created around a straightforward belief: meaningful sports technology must reflect how sports organizations operate and serve their fans.

Becoming an official partner of the Detroit Pistons gives 21X SPORTS a visible presence in professional sports. More importantly, it tangibly expresses our commitment to participating in the industry we are building for.

“21X SPORTS starts with the belief that meaningful technology for sports has to begin with a genuine understanding of how teams operate and how they serve their fans,” said Adam Squire, president of 21X SPORTS. “The Detroit Pistons have built a respected organization with a strong connection to their city, partners and fan base. Becoming an official partner is a tangible way for us to participate in the sports industry and demonstrate our commitment to the market we are building for.”

A Shared Interest in the Future of Sports

Sports organizations manage relationships that extend well beyond a single game. Fans purchase tickets, attend events, buy merchandise, contact service teams and engage with organizations across multiple channels and stages of their relationship.

As technology changes how organizations manage those interactions, its value will depend on how well it meets the expectations of both sports organizations and their fans.

“We’re excited to welcome 21X SPORTS to the Detroit Pistons’ family,” said Dan Lefton, executive vice president and chief revenue officer of the Detroit Pistons. “The Pistons organization is committed to fostering a culture of innovation and understanding how emerging technologies can shape the future of our industry. We value partners who share that mindset and look forward to growing our relationship with 21X SPORTS.”

An Early Step for 21X SPORTS

The partnership follows 21X SPORTS’ October 2026 launch and marks an early step in establishing our presence in the sports industry.

21X SPORTS is developing AI engagement technology for the commercial and service operations of collegiate athletic departments, professional and minor league teams, leagues, and sports product and apparel businesses.

Our goal is to help sports organizations manage conversations across voice, SMS and email while keeping people central to the interactions where relationships, judgment and expertise create the greatest value.