Delivering a fan experience to match world-class events
About AMB Sports & Entertainment
Led by renowned entrepreneur and co-founder of The Home Depot, Arthur M. Blank, AMB Sports & Entertainment (AMBSE) delivers world-class events at the busiest stadium in the United States, the Mercedes-Benz Stadium in Atlanta, Georgia. This 70,000-seat arena is home to the National Football League’s Atlanta Falcons and Major League Soccer’s Atlanta United. It has also hosted the biggest names in music, from Taylor Swift to Beyoncé and is set to stage matches at the upcoming FIFA World Cup 2026. The team at AMBSE needed a technology partner that could deliver a fan experience to match the quality of events that take place at this world-renowned stadium.
The challenge
Operating such an iconic venue means not only hosting a huge variety of events, but offering an even greater number of experiences, from family days out to corporate hospitality and suites that rival anywhere in the world. This means the customer service team must be extremely agile, putting pressure on the IT team to provide technology solutions that empower them to deliver a truly personalised service to customers.
Delivering this world-class fan experience brought two key challenges to the team at AMBSE. Firstly, the need for constant innovation to stay ahead in a competitive market, while also ensuring that it had access to customer data in order to leverage new and emerging technologies, including Generative Artificial Intelligence.
A complex IT estate that had grown and developed over many years had caused difficulties in accessing customer data, making it challenging to give agents insights and information that could help not only solve inbound queries, but deliver a white-glove experience to up-sell and cross-sell customers.
Without this data, it was both time consuming and difficult to bring onboard new solutions and meet the increasing demands for customer communications across any channel.
When incumbent technology providers failed to meet the challenge, AMBSE sought a partner that could lead a step change in customer experience.
Horizon 1: Land
AMBSE’s IT strategy is centred on the Microsoft suite, leveraging Microsoft Teams as its collaboration platform and Microsoft Dynamics 365 as its CRM platform.
Built natively on Azure and available seamlessly within Microsoft Teams and Dynamics 365, Solgari provided AMBSE with a platform that could deliver immediate operational improvements while creating a long-term foundation for customer engagement.
Through the Solgari application, voice, SMS, WhatsApp, chat and email were unified within Microsoft Teams, allowing agents to manage every fan interaction from a single workspace. Deployment was completed in a matter of days, enabling rapid adoption and immediate operational impact. Now, the team can launch new promotions in minutes, rather than weeks or months.
The deployment addressed fragmented fan engagement across voice, SMS, WhatsApp, chat and email, enabling 145 agents to work from a single platform across more than 200 events each year, serving over 2 million guests. AMBSE provided a superior service to 1.8 million ticketed attendees at 50 major events in 2024.
Horizon 2: Expand
Following the initial deployment, AMBSE expanded its use of Solgari to create a more connected customer engagement operation across the organisation.
Every customer interaction was automatically captured and stored within Microsoft Dynamics 365, giving agents access to richer customer information and a complete history of engagement regardless of channel.
As the organisation looked to extend AI-powered routing across every channel, it also committed to a long-term Microsoft Marketplace relationship. All conversations were written into Microsoft Dataverse, creating a conversational data layer across fan interactions.
By consolidating communications and customer data into a single platform, AMBSE was able to improve agent productivity, reduce complexity and provide more personalised fan experiences at scale. The solution enabled teams to work more efficiently while maintaining the high standards expected across the entire year’s events.
This expansion culminated in a three-year Microsoft Marketplace commitment and established the conversational data foundation required for future Microsoft AI initiatives.
Horizon 3: Unlock AI
With a conversational data layer now established in Microsoft Dataverse, AMBSE is positioned to explore Microsoft’s next generation of AI capabilities.
Working with Solgari and Microsoft, AMBSE has prioritised a number of AI use cases built on fan engagement data captured across voice, chat and messaging channels. These include Copilot grounded on Dataverse, Voice of the Fan sentiment and theme analysis, Work IQ visibility, conversation summaries, automated case routing and Fabric analytics.
AMBSE has also enrolled in Microsoft’s Frontier programme, providing early access to emerging technologies including Cowork, Service Agent and other AI agents.
Rather than representing outcomes already delivered, these use cases form the roadmap for how AMBSE intends to build on the conversational data foundation established through Horizons 1 and 2, ensuring future AI initiatives are grounded in complete customer interaction data rather than fragmented records.