MLS Partnership Shows How AI Could Shape Sports Fandom

BusinessSportsMoneyMLS Partnership Shows How AI Could Shape Sports FandomByNicole Kraft,Contributor.Forbes contributors publish independent expert analyses and insights. Nicole Kraft is based in Columbus, Ohio, and covers sports media. Follow AuthorMay 26, 2026, 11:00am EDTThe MLS is partnering with World Wide Technologies to build an AI infrastructure support fan experience and business enterprise. (Photo by Kevork Djansezian/MLS)MLS via Getty ImagesProfessional sports may not know exactly what fan experience will look like in five years, but Major League Soccer is trying to build a technology infrastructure that will be ready for whatever comes next.MLS has partnered with World Wide Technology, a global technology consulting and systems integration company, to position technology as a central part of how the league connects with its customers and create commercial opportunities. The goal: to create more individualized relationships through data and AI-driven personalization.“Our vision is building the most connected, digitally powered league in global sports, and technology is essential to that,” MLS Chief Technology Officer John Nicastro said.Fan-Focused TechnologyWith WWT serving as MLS’ official technology solutions partner, the league will build, test and scale technologies tied to AI, fan engagement, content personalization, match-day experience and internal operations.The partnership centers around three growth areas:smarter content and content discoverymore personalized fan experiencesgreater operational efficiencyThat includes using AI and data to better understand fan behavior, automate workflows and personalize content around clubs, players, matchups and moments fans care about most.MORE FOR YOU“AI is just an input to the experience that we’re trying to generate,” WWT Chief Technology Officer Mike Taylor said.AI and Fan ExperienceFor fans, that experience could look like better highlights, more relevant recommendations, smarter app experiences, easier co...