Adam Squire Leads the Next Phase of 21X SPORTS

Naming a president is a leadership announcement. It is also a statement about how we intend to build 21X SPORTS.

Sports organizations do not need another isolated campaign tool. They need an operating layer that can help them recognize fan intent, sustain engagement across channels and move each relationship toward the right next action. That requires technology, but it also requires people who understand how sports organizations sell, serve, activate and earn trust.

That is why 21X has named Adam Squire president of 21X SPORTS. He will lead strategy, partnerships and growth as we turn the capabilities of 21X into practical programs for collegiate athletic departments, professional and minor league teams, leagues, and sports product and apparel companies.

A Sports Platform Needs a Sports Operator

Adam brings more than a decade of sports industry experience to the role. Since joining CapStone Holdings in 2022, he has led sports operations for GameAbove Sports, managing professional athlete relationships and sports partnerships across collegiate athletics, golf technology and equipment, youth development, and live events.

That experience matters because the commercial side of sports is unusually interconnected. A ticket buyer can also be a merchandise customer, donor, event attendee, sponsor prospect or long-term season-ticket holder. The quality of one interaction affects the value of the next. Technology has to respect that relationship instead of treating every contact as a new lead.

“For four years, I've had a seat on the operator side of sports - sponsorships, events, athletes, teams and the startups building the next generation of the game,” Adam said. “Every one of those relationships comes down to the same thing: how well you take care of people and whether you sweat the details. That is exactly what 21X SPORTS is built to do for fans, at scale.”

From Fan Data to an Active Relationship

Most sports organizations already have demand. It is visible in ticket histories, abandoned purchases, merchandise activity, event attendance, inquiries, email lists and years of fan interaction. The challenge is turning that history into timely, relevant action without asking staff to manually manage every conversation.

The difficulty grows when voice, SMS, email, service tools and commercial workflows operate as separate systems. Context gets lost. Follow-up stops. A fan who has already expressed interest is treated like a stranger when the next conversation begins.

21X SPORTS applies 21X's AI engagement infrastructure across voice, SMS and email to those commercial and service priorities. The objective is not simply to send more messages. It is to help each conversation carry context, identify intent and move toward a useful outcome.

What 21X SPORTS Is Built to Do

21X SPORTS is being built around six connected areas of the fan relationship:

• Revenue recovery and customer reactivation. Reconnect with lapsed buyers, inactive fans and opportunities that previously stopped short of action.
• Ticketing, renewals, premium and group sales. Support timely outreach, answer common questions, identify interest and route qualified opportunities to the right team personnel.
• Products, merchandise and commerce. Extend coordinated engagement to product launches, merchandise programs and other commercial offers.
• Event logistics and fan service. Help fans get answers, receive relevant information and reach a person when a request requires judgment or intervention.
• Live fan engagement, activation, loyalty and sponsorship. Carry engagement beyond a single game, event or activation and create more consistent follow-through for fans and partners.
• A persistent, intelligent relationship between the organization and the fan. Preserve useful context across channels and interactions so the relationship does not reset every time a conversation begins.

These are not six unrelated features. They are six parts of the same commercial relationship. A service conversation can reveal purchase intent. A ticket inquiry can become a premium-sales opportunity. A merchandise buyer can become a repeat attendee. The system becomes more useful when those moments inform one another.

Automation Should Make the Human Relationship Stronger

The purpose of 21X SPORTS is not to automate every fan relationship. AI is best used for the structured work: initiating engagement, responding quickly, answering routine questions, sustaining follow-up, identifying intent and routing the right opportunities. People should remain central when judgment, expertise, negotiation or a meaningful relationship matters most.

That division of work gives sports organizations greater coverage without making the experience feel detached from the team or brand. It also gives staff a clearer view of where human attention can create the greatest value.

“Adam has spent years building relationships and delivering complex initiatives across the sports industry,” said Corey Welch, CEO of 21X. “He combines that operating experience with the commercial discipline and attention to detail 21X SPORTS needs. His leadership will help us turn the capabilities of 21X into practical revenue programs for sports organizations and their fans.”

Execution Is the Next Phase

As president, Adam will oversee market strategy, partner development and commercial growth for 21X SPORTS. GameAbove Sports will continue to contribute sports market relationships, business development experience and sales perspective. 21X will provide the engagement infrastructure and product foundation behind the platform.

That combination reflects how we believe industry-focused AI should be built: on a mature technology foundation, shaped by operators who understand the market and measured by whether it produces better execution in the real workflows organizations already manage.

The next phase of 21X SPORTS is about converting that approach into durable programs for sports organizations and more responsive experiences for the fans they have worked hard to earn.

Read the official announcement. To explore 21X and experience a live demo, visit 21Xai.com or call (330) 222-6156.