Sports executive will lead strategy, partnerships and growth for 21X's sports revenue platform
ASPEN, Colo., Oct. 8, 2026 /PRNewswire/ -- 21X today announced that Adam Squire has been named president of 21X SPORTS, the company's sports-focused revenue platform. Squire will lead strategy, partnerships and growth as 21X SPORTS helps, leagues, professional and minor league teams, collegiate athletic departments, and sports product and apparel companies pursue incremental revenue from existing fan and customer relationships.
Squire brings more than a decade of sports industry experience to the role. He joined CapStone Holdings in 2022 and currently leads sports operations for GameAbove Sports, managing professional athlete relationships and sports partnerships. His work has included collegiate athletics, golf technology and equipment investments, youth development initiatives, and signature events.
"For four years, I've had a seat on the operator side of sports - sponsorships, events, athletes, teams and the startups building the next generation of the game," Squire said. "Every one of those relationships comes down to the same thing: how well you take care of people and whether you sweat the details. That is exactly what 21X SPORTS is built to do for fans, at scale."
21X SPORTS is a business vertical owned by 21X and developed in partnership with GameAbove Sports. It applies 21X's AI engagement infrastructure across voice, SMS and email to the commercial and service priorities of sports organizations.
21X SPORTS is designed to support six core areas: revenue recovery and customer reactivation; ticketing, renewals, premium and group sales; products, merchandise and commerce; event logistics and fan service; live fan engagement, activation, loyalty and sponsorship; and a persistent, intelligent relationship between the organization and each fan. Across these use cases, AI can initiate engagement, answer questions, identify intent, present relevant opportunities and connect qualified fans or customers with team personnel when appropriate.
"Adam has spent years building relationships and delivering complex initiatives across the sports industry," said Corey Welch, CEO of 21X. "He combines that operating experience with the commercial discipline and attention to detail 21X SPORTS needs. His leadership will help us turn the capabilities of 21X into practical revenue programs for sports organizations and their fans."
As president, Squire will oversee 21X SPORTS' market strategy, partner development and commercial growth. GameAbove Sports will continue to contribute sports market relationships, business development experience and sales perspective to the platform.
To learn more about 21X, visit 21Xai.com. To experience a live demo, call (330) 222-6156.
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 GameAbove Sports
GameAbove Sports is focused on global sports business development and strategic investments. It works across teams, franchises, leagues, events, sports-related companies and community initiatives to advance growth and opportunity in sports. Learn more at gameabovesports.com.
SOURCE 21X
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