Aspen, Colo. – – October 08, 2026 -- 21X has appointed Adam Squire as president of 21X SPORTS, a new revenue platform targeting leagues, professional and minor league teams, collegiate athletic departments, and sports apparel companies seeking incremental revenue from existing fan relationships.
Squire brings a decade of sports industry operating experience to the new role
Squire joined CapStone Holdings in 2022 and currently leads sports operations for GameAbove Sports, managing professional athlete relationships and sports partnerships. His background spans collegiate athletics, golf technology and equipment investments, youth development initiatives, and signature events.
21X SPORTS applies AI engagement infrastructure across six commercial use cases
The platform targets revenue recovery and customer reactivation, ticketing and premium sales, merchandise commerce, event logistics, fan engagement and sponsorship activation, and persistent organization-to-fan relationships. The AI system initiates engagement, answers questions, identifies intent, and connects qualified fans with team personnel across voice, SMS and email channels.
GameAbove Sports partnership supplies market relationships and sales expertise
21X SPORTS is a business vertical owned by 21X and developed in partnership with GameAbove Sports, which will continue contributing sports market relationships, business development experience and sales perspective to the platform. Corey Welch, CEO of 21X, said Squire's leadership will convert the company's AI capabilities into practical revenue programs for sports organizations and their fans.
As president, Squire will oversee market strategy, partner development and commercial growth for the unit. 21X describes itself as an AI engagement infrastructure company, formerly known as Structurely, serving organizations in real estate, mortgage lending, life insurance, aviation and sports.