The Detroit Lions today announced the franchise has selected Wallaroo.AI as its official artificial intelligence (AI) and machine learning (ML) partner. The Lions will work with Wallaroo to scale the use of AI across many different business objectives on and off the field.

The first phase of the partnership will integrate Wallaroo technology into the newly established Trace3 Analytics War Room at the Lions home at Ford Field in downtown Detroit, where they will work directly with the team’s analytics group during games to improve the fan experience across various elements such as ticketing, parking, concessions, retail, and fan sentiment.

“Our organization continues to look for innovative ways to improve our business and be a leader in the use of analytics throughout the NFL,” says Ashton Mullinix, senior vice president of strategy and analytics for the Detroit Lions. “With the help of Wallaroo, we are looking to scale our use of AI to leverage real-time data to impact decision making.”

Vid Jain, founder and CEO of Wallaroo Labs, says professional sports teams generate terabytes of data from sources including ticketing, concessions, retail, social media, vendors, player stats, and more.

“This data is a treasure trove of information, but it is only valuable if you can understand and apply it to make better decisions — this is where AI comes in,” Jain says. “The Lions commitment to applying AI to optimize performance and find new ways to use their data both on and off the field makes this an exciting collaboration for Wallaroo.AI.”

The Detroit Lions, which arrived in Detroit in 1934, is the National Football League’s fifth oldest franchise. The teams most recently made the NFL playoffs in 2016, when they finished with a 9-7 record. For more information, visit detroitlions.com.

Headquartered in New York City, Wallaroo.AI (founded as Wallaroo Labs) is privately held and backed by a number of leading venture capital firms, including Microsoft’s M12, Boldstart Ventures, and other leading enterprise software VCs. For more information, visit wallaroo.ai.

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