LAS VEGAS — The Vegas Golden Knights clearly have one eye to the future with their latest partnership.
On Monday, the Golden Knights and Las Vegas-based service robotics company RichTech Robotics announced a partnership, providing a new link between sports and technology.
The deal marks the first time a major North American professional sports franchise has partnered with a robotics company, promising new developments in how technology can enhance fan experience at sporting events.
“When the Vegas Golden Knights took the ice, they redefined what a championship franchise could mean for this city and for the sport,” said RichTech Robotics president Matt Cassella in a released statement. “Now, together, we’re setting a new standard — this time for hospitality and fan engagement. What started as a bold idea in Las Vegas will soon become the global benchmark for how robotics and live entertainment can come together to create unforgettable experiences.”
RichTech Robotics has blazed a trail through the hospitality industry for about the last 20 years. Using AI-driven automation and real-world data, RichTech has had its robots used in restaurants, hotels, and event venues across the globe.
It will not be long until Golden Knights fans get a taste of what RichTech can do.
Starting on Nov. 8, prior to the Golden Knights’ game against the Anaheim Ducks, fans will notice a robot trailer parked outside of Toshiba Plaza during the pregame festivities.
That trailer features ADAM, Richtech’s flagship service robot. For its debut, ADAM will be serving beverages and engaging directly with fans. Then, during the game, ADAM will sound the game siren typically used to signal the first puck drop of a new period, marking the first time that a robot would participate in the Golden Knights tradition.
The robot trailer will be present at select Golden Knights home games throughout the rest of the 2025-26 season, and ADAM will be featured in team branding to promote engagement.
“The Vegas Golden Knights are always striving to push the boundaries of the fan experience,” said Golden Knights president of business operations John Penhollow. “Richtech Robotics shares our passion for innovation, and together we’re exploring how technology can elevate and redefine what live sports can deliver. This partnership represents an exciting glimpse into the future of fan engagement.”
The new era of fan interaction at sporting events is here with the help of RichTech, and the Golden Knights are the first team eager to test its capabilities.