Detroit Pistons Form AI Partnership with 21X SPORTS

The partnership, announced October 15, 2026, aligns the Pistons with the newly launched 21X SPORTS division, an entity powered by GameAbove Sports. For 21X, formerly known as Structurely, the agreement serves as a high-profile entry point into the professional sports market. The firm specializes in AI systems that identify customer intent and route leads to personnel, capabilities the Pistons hope will refine their service operations.

Adam Squire, president of 21X SPORTS, stated that the organization chose the Pistons for their deep-rooted connection to the Detroit fan base. Dan Lefton, the Pistons' EVP and Chief Revenue Officer, echoed this sentiment, noting that the team remains focused on integrating emerging technologies to improve organizational efficiency. This move follows the company’s recent rebranding and its broader expansion into sectors including aviation, mortgage lending, and real estate.