Major League Soccer has announced a new partnership with World Wide Technology aimed at building an AI-powered infrastructure designed to transform fan engagement and league operations.
The collaboration will focus on using artificial intelligence, data analysis and personalized digital experiences to strengthen relationships between MLS and its supporters. League executives say the long-term vision is to create one of the most technologically connected sports ecosystems in the world.
MLS Chief Technology Officer John Nicastro said technology is becoming central to how leagues interact with fans, emphasizing smarter content discovery, more personalized experiences and improved operational efficiency as the key pillars of the project.
The partnership will support AI-driven recommendations, automated workflows, customized content around clubs and players, as well as enhanced matchday experiences across digital platforms.
According to World Wide Technology CTO Mike Taylor, the initiative is not focused on a single AI product but rather on building a broader technology system capable of connecting fan behavior, content consumption and business insights into one ecosystem.
MLS believes sports hold uniquely valuable emotional and behavioral data because of live events, club loyalty and constant social engagement — factors the league hopes to leverage to create deeper and more individualized fan experiences in the future.