AI that knows the Game: How One Sports Brand Transformed Fan Engagement with FoundationaLLM

By Peter Kurkowski | April 18, 2025

Elevate the Game. Engage Every Fan. In Real Time.

In the business of sports, timing, experience, and personalization are everything. But most fan engagement platforms fall short—offering static content, shallow personalization, and clunky interfaces that don’t scale.

A top-tier sports league—representing millions of fans across the U.S. and Canada—decided to change that.

With the support of FoundationaLLM, they launched a powerful new AI experience inside their official mobile app—just in time for the season kickoff. The goal? Deliver highly personalized, emotionally aware, and multimodal fan experiences that could engage millions of users before, during, and after major sporting events.

The result wasn’t just a better chatbot. It was an agentic, scalable, and secure GenAI deployment—live in production, reaching fans in real time, and built to grow with the sport.

Sports and entertainment case study image 1.

From Feature Launch to Fan Impact

This sports organization wasn’t looking for a demo. They needed a production-grade AI experience that could support a massive user base—seamlessly integrated into their flagship mobile app. Critically, they required high accuracy and low latency in responses to ensure fans received reliable and near-instant answers during high-stakes moments like live games.

With FoundationaLLM, they launched an AI-powered fan engagement agent capable of:

  • Answering questions about match rules, tournament formats, player stats, and league history
  • Surfacing personalized video highlights and match data
  • Adapting its behavior based on tone and user context (e.g., detecting frustration and offering uplifting moments)
  • Pre-loading content based on learned user habits, like checking scores at certain times
  • Routing queries to the appropriate AI agent for higher accuracy, faster responses, and better relevance

And they did it with the kind of flexibility, governance, and control that only FoundationaLLM can offer.

Sports and entertainment case study image 2.

Designed for Scale, Built for Emotion

Fan engagement is unpredictable—especially during a season-opening weekend or a championship match. The organization needed a solution that could deliver low-latency performance for millions of fans without compromising accuracy or personalization.

FoundationaLLM provided:

  • Multimodal support: Text answers, video highlights, and live match stats
  • Low-latency routing: Load-balanced, optimized architecture supporting millions of users
  • Enterprise-grade orchestration: RAG pipelines, custom agents, and API integrations across Azure AI Search, Cosmos DB, SQL, and Bing
  • On-device data security: No SaaS. Fully deployed in their cloud environment
  • Agent flexibility: Over 10 tailored AI agents coordinated under a unified interface for dynamic fan interactions

FoundationaLLM delivered exceptional performance, achieving >95% accuracy with an average latency of 5.4 seconds in responses, ensuring fans received reliable and near-instant answers even during peak usage.

It wasn’t just about answering questions. It was about responding in context, adapting to mood, and enriching the emotional connection between fan and team.

Unlocking New Possibilities for Sports Engagement

The launch use case focused on conversational fan support and highlight delivery—but FoundationaLLM’s architecture opens the door to much more:

  • In-App Commerce Support– Seamless ticketing, merch recommendations, or streaming subscription support embedded in agent workflows
  • Dynamic Content Programming– Deliver context-aware content based on game outcomes, sentiment, and user history
  • Hyper-Personalized Journeys– Curate “segments of one” with AI that learns from behavior, mood, and conversation patterns
  • Multilingual & Global Expansion– Easily swap models or agents to support new languages and regions, without rebuilding the platform

Whether fans are checking scores, revisiting iconic moments, or just venting after a loss—FoundationaLLM powers an agent experience that feels human, responsive, and deeply personal.

Sports and entertainment case study image 3.

Why FoundationaLLM Is the Platform of Choice

This isn’t an LLM bolt-on or a chatbot widget. It’s a full-stack enterprise AI platform, designed for real-world, high-scale deployments.

With FoundationaLLM, the organization was able to:

  • Deploy inside their own cloud (no SaaS, no vendor lock-in)
  • Leverage any LLM or vector store based on use case fit
  • Coordinate multimodal agents with fine-grained access controls
  • Operate with the performance and uptime that sports fans expect—especially during marquee events
  • Stays current with the fast-changing AI landscape, acting as an R&D team without the cost or risk of maintaining bleeding-edge expertise in-house.

And because it’s extensible by design, they’re already exploring how to bring AI deeper into the fan journey—before, during, and after game day.

From Fans to Superfans—With AI That Understands the Moment

For organizations in sports and entertainment, generic personalization isn’t enough. FoundationaLLM enables a new kind of fan experience: real-time, emotionally aware, context-driven, and built to scale.

Whether it’s a season opener or a championship match, FoundationaLLM helps brands show up for fans—in the moment that matters.

See How Fast You Can Move

Explore how FoundationaLLM can elevate your fan experience.

Get in Touch