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ON Bolsters Sports Partnership Roster with League-Level USL Partnership, New Clubs

By Staff, 04/23/24, 11:30AM EDT


Leading AI chat to streamline inquiries while deepening engagement with growing fanbases

SAN FRANCISCO – Today, ON – the leading AI chat platform trusted by top franchises including the New York Yankees, Jacksonville Jaguars, and Philadelphia 76ers, announces a strategic league-level partnership to bring its unique ticketing and guest experience support to the United Soccer League Championship, League One and USL Super League to enhance the overall fan experience. In addition to the six clubs already leveraging the platform, ON has added Hartford Athletic, Oakland Roots SC, Oakland Soul SC, and others to a roster of USL properties that includes some of the most successful franchises in the league including Pittsburgh Riverhounds SC, Sacramento Republic FC and the Tampa Bay Rowdies.

ON’s unique chat empowers franchises by improving the overall fan experience for fans and visitors alike who are seeking specific details about these USL clubs and their respective venues. ON’s chat not only provides fans immediate answers to their gameday inquiries – spanning merchandise sales, concessions information, and transportation logistics – but also serves to save staff members valuable time by completely automating FAQs and other queries. For example, if a fan has a question about a stadium’s arrival and parking procedures, they need only to bring up the chat icon on the USL club’s site and type their question, i.e. “Where can I park at Dillon Stadium,” for concise, accurate responses.

“The growth of U.S. professional soccer is reaching new heights and unprecedented investment, especially with FIFA picking the U.S. to host the first 32-team 2025 Club World Cup. Soccer is at its highest visibility, and the ON team is not only excited to be adding USL to our partner roster, but we’re also thrilled to deepen the understanding of the game and strengthen the full fan experience,” said Matt Perl, Vice President of ON’s sports vertical. “It’s hard to find a comparable sport that features the kind of personal and aspirational connections and passion for the game like soccer. It’s important for these teams to cultivate community engagement while continuing to build their brand, and ON’s platform affords them that opportunity.”

“Across our ecosystem, we are perpetually seeking and evaluating opportunities to leverage technology to meet fan needs and exceed expectations,” said Adam Satz, SVP of Technology and Data Strategy for the United Soccer League (USL). “Every point of fan interaction serves as a moment of truth for our member clubs, and ON Platform’s solutions provide a competitive advantage by enabling USL clubs to consistently deliver first-class service while developing and serving fan relationships through tailored experiences.”

USL is the largest and fastest-growing professional soccer organization in North America, featuring 48 professional teams in three leagues and the first youth-to-pro pathway for men and women within a single ecosystem. Through ON’s AI-powered chat, clubs have already been able to drive impressive results in increasing season ticket revenues, all while engaging with their growing fanbase. A testament to the success of the partnership, clubs using ON saw a 24% overall click-through rate across all links served to fans in the 2023 season. Furthermore, one USL club even reported a 170% ROI on contact this past season since partnering with ON.

Through ON’s AI chat, the platform will continue to foster a budding environment for fan engagement and drive conversational data learnings to the USL and club operations. For more information, please visit

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