MLSE · Fan data
The source of truth
- Tickets · loyalty
- Venue · merch
- Teams & content
Solution architecture
Microsoft runs the AI core, partners plug into it
MLSE data in, WSC video on top, Microsoft AI in the middle, the SI-built app out front.
Stack
How it fits together
WSC Sports · Video plug-in
Automated highlights
- Clip generation per game
- Personalized clip packages
- Feeds Recap & Top Videos
Microsoft · Azure AI core
The intelligence layer
- SportsIQ intelligence engine
- Ask Cito agents and models
- Data platform, security, scale
SI partner · MLSE One app
The fan interface
- Feed · Ask Cito · Arena
- Rewards · Fan DNA · Profile
- Built, shipped and run
Architecture indicative — to be confirmed with each partner.
Scenarios
User journeys through the stack
Mike · Gameday at Scotiabank Arena
- 1
MLSE data
Mike's ticket scan, Leafs season-seat history and loyalty tier land in the fan data platform.
- 2
Azure AI core
SportsIQ scores his Leafs affinity and upgrade propensity; the Ask Cito agent picks the next best action.
- 3
WSC Sports
Third-period highlights are auto-clipped and packaged as a Leafs-only reel for his profile.
- 4
MLSE One app
Arena Experience detects he's in the building: ticket, seat guidance, food skip-the-line and a Club Seats upgrade offer.
Sarah · At home, following Raptors and TFC
- 1
MLSE data
Merch purchases, streaming watch time and TFC match attendance are unified into one fan record.
- 2
Azure AI core
SportsIQ flags rising Raptors affinity and low churn risk, and ranks her home feed.
- 3
WSC Sports
A two-minute cross-team recap is generated from last night's Raptors and TFC action.
- 4
MLSE One app
She opens Recap to her personalized reel, then Ask Cito surfaces a partner offer and a ticket bundle for the next home match.