New app gives sports and entertainment organizations a rapid path from fan and sponsor engagement to conversational data and AI
Dublin, Ireland – 25th August 2026: Solgari, the Microsoft-native customer engagement platform for Teams and Dynamics 365, today announced that its Fan Engagement app is now available on Microsoft Marketplace, giving sports and entertainment organizations a rapid way to address fan and sponsor engagement needs, while building a conversational data layer that unlocks the value of AI.
Microsoft’s Frontier Transformation framework is already happening in fan and sponsor engagement, embedding automation into everyday business processes. The opportunity for organizations is no longer simply to add more digital channels, but to capture the conversations taking place across them, turn those interactions into structured data and use that data to improve engagement and maximise the value AI.
Solgari’s approach to fan engagement follows three connected horizons. Organizations can land with a specific fan or sponsor engagement requirement, creating a single view of conversations across the Microsoft Cloud with Solgari for Teams and Dynamics 365.
As their needs grow, they can expand by adding users, channels and use cases, while capturing conversations as structured data in Dataverse and connected CRM platforms. That conversational data then provides the foundation to unlock AI, giving Microsoft Copilot and AI agents the information they need to create deeper Voice of the Fan and Sponsor intelligence.
“The future of fan engagement is understanding the conversations taking place across digital channels and making that intelligence useful to the organization,” said John Colgan, CEO of Solgari. “Our Fan Engagement app gives sports organizations a practical path to do that. They can start with a specific engagement requirement, expand as their needs develop, and build the conversational data foundation that enables them to make greater use of AI.”
Major sports organizations are already putting this approach into practice. AMB Sports & Entertainment, operator of Mercedes-Benz Stadium, the Atlanta Falcons and Atlanta United, used a Microsoft Marketplace transaction to deploy Solgari for Teams and Dynamics 365, bringing 145 staff together to support more than 2 million fans across 200+ events annually. The deployment is also creating the conversational data foundation for its wider AI strategy.
At Lincoln City FC, an EFL Championship club with an innovation-led approach on and off the pitch, conversational intelligence is being used to support commercial performance, with 216% partner growth and five hours saved per commercial salesperson each week.
The launch also brings together Solgari’s partnership with Napster. The AI OmniAgent is available within the Fan Engagement app, enabling 24/7 fan and sponsor engagement across voice, web and digital channels. Where human involvement is needed, conversations can be handed over to team members while retaining the conversational context and data.
Solgari is also working in co-sell with Microsoft, AT&T and Napster in North America, helping professional sports franchises address their own fan and sponsor engagement requirements. Solgari and its partnersare already delivering this approach as part of Microsoft FY27 Frontier Transformation.
The Solgari Fan Engagement app is available now on Microsoft Marketplace: https://marketplace.microsoft.com/en-us/product/solgari.bb6cef09-235c-49a2-9ef0-9e4de987f649?tab=overview.
