Partnership establishes 21X SPORTS within the Pistons’ partner network

DETROIT, Oct. 15, 2026/PRNewswire/ — 21X, formerly Structurely, today announced that its sports-focused entity, 21X SPORTS, has become an official partner of the Detroit Pistons.

21X provides AI-powered engagement technology designed to help businesses manage customer conversations across voice, SMS and email. 21X SPORTS, powered by GameAbove Sports, is developing technology for the commercial and service operations of sports organizations.

Becoming an official partner of the Detroit Pistons gives 21X SPORTS a visible presence in professional sports and reflects the company’s commitment to participating in the industry it is being built to serve.

“21X SPORTS starts with the belief that meaningful technology for sports has to begin with a genuine understanding of how teams operate and how they serve their fans,” said Adam Squire, president of 21X SPORTS. “The Detroit Pistons have built a respected organization with a strong connection to their city, partners and fan base. Becoming an official partner is a tangible way for us to participate in the sports industry and demonstrate our commitment to the market we are building for.”

“We’re excited to welcome 21X SPORTS to the Detroit Pistons’ family,” said Dan Lefton, EVP, Chief Revenue Officer of the Detroit Pistons. “The Pistons organization is committed to fostering a culture of innovation and understanding how emerging technologies can shape the future of our industry. We value partners who share that mindset and look forward to growing our relationship with 21X SPORTS.”

The partnership follows the launch of 21X SPORTS in October 2026 and marks an early step in establishing the company within the sports industry.

About 21X

21X, formerly known as Structurely, is an AI engagement infrastructure company that helps businesses grow revenue, improve customer experiences and operate more efficiently. Built on more than a decade of experience in real customer conversations, 21X uses AI across voice, SMS and email to respond, understand intent, guide customers toward the right next action and route appropriate opportunities to live personnel. The company serves organizations in real estate, mortgage lending, life insurance, aviation and sports. Learn more at 21Xai.com.

About Detroit Pistons

Since their arrival in 1957, the Detroit Pistons have become one of the most storied franchises in the NBA. With over 2,500 regular-season and playoff victories, the club has celebrated three NBA Championships (1989, 1990, 2004), five NBA Finals appearances (1988, 1989, 1990, 2004, 2005) and 11 Eastern Conference Finals appearances. In October 2019, the club opened the new Henry Ford Detroit Pistons Performance Center located in the New Center area, a campus that serves as the organization’s practice facility and corporate headquarters. Since its purchase by Michigan native Tom Gores in 2011, the organization has focused on operating as a community asset while promoting a culture of innovation and industry-leading thought.

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SOURCE 21X