21X has named Adam Squire president of 21X SPORTS, placing an experienced GameAbove Sports executive at the helm of its new sports-focused revenue platform.

In his new role, Squire will oversee market strategy, partner development and commercial growth for 21X SPORTS. The platform is owned by 21X and was developed in partnership with GameAbove Sports to help leagues, teams, collegiate athletic departments, and sports product and apparel companies pursue incremental revenue from existing fan and customer relationships. 21X announced the appointment Oct. 8.

Bringing an Operator’s Perspective to 21X SPORTS

Squire brings more than a decade of sports industry experience to the position. Since joining CapStone Holdings in 2022, he has led sports operations for GameAbove Sports, managing professional athlete relationships and sports partnerships.

His work has spanned collegiate athletics, golf technology and equipment investments, youth development initiatives, and signature events. That experience has given him a firsthand understanding of how sports organizations build relationships, create memorable experiences and manage complex commercial programs.

“Every one of those relationships comes down to the same thing: how well you take care of people and whether you sweat the details,” Squire said.

That operator-led perspective will help guide 21X SPORTS as it brings AI-powered engagement tools to the practical revenue and service priorities facing sports organizations.

Connecting Technology With the Business of Sports

Launched in partnership with GameAbove Sports, 21X SPORTS applies 21X’s AI engagement infrastructure across voice, SMS and email.

The platform is designed to support ticket sales and renewals, customer reactivation, premium and group sales, merchandise and commerce, event logistics, fan service, loyalty, sponsorship activation and ongoing fan engagement.

Across these applications, AI can initiate conversations, answer questions, identify intent and present relevant opportunities. When a conversation calls for human judgment or relationship-building, the platform can connect qualified fans and customers with the appropriate team personnel.

For sports organizations with large audiences and limited staff capacity, this approach is designed to create more consistent engagement while allowing sales and service teams to focus their attention where it can have the greatest value.

A Shared Platform for Growth

GameAbove Sports will continue contributing sports-market relationships, business development experience and sales perspective to 21X SPORTS. The collaboration combines that operating knowledge with 21X’s experience building AI engagement infrastructure for real customer conversations.

Corey Welch, CEO of 21X, said Squire’s record of building industry relationships and delivering complex sports initiatives gives him the commercial discipline and attention to detail needed to turn 21X’s capabilities into practical programs for sports organizations.

The appointment also reflects the complementary expertise available across the CapStone Holdings portfolio. CapStone is the parent company of both 21X and GameAbove, bringing the organizations together around a shared opportunity to strengthen how sports properties engage fans and develop commercial relationships.

With Squire leading its strategy and growth, 21X SPORTS enters its next phase with a clear understanding of both the technology and the relationships that drive the business of sports.

Learn more about 21X SPORTS at 21Xai.com.