Key Takeaways

  • The Denver Broncos selected a new official AI-Powered Contact Center provider under a multi-year partnership.
  • The platform will combine autonomous AI agents, human support, real-time insights and enterprise integrations to help address fan inquiries around the clock.
  • The agreement illustrates how sports franchises are adopting cloud contact-center technology to improve both game-day and year-round service.

The Denver Broncos have entered a multi-year partnership with Dialpad, naming the vendor the team’s official AI-Powered Contact Center provider. The agreement places artificial intelligence at the center of how the club plans to respond to questions from Broncos Country, from routine ticket requests to time-sensitive stadium navigation.

The platform brings customer communications, autonomous AI agents, real-time insights and enterprise integrations into one system. For the Denver Broncos, the immediate objective is practical: help the customer service team respond faster and operate more efficiently while collecting insights that can improve future interactions.

“Innovation is a key pillar for the Denver Broncos, and we're excited to partner with our new provider to enhance how we engage with and support our fans,” said the Denver Broncos chief technology officer. He added that the system would help the club better serve its fan base while providing information that can be used to improve each interaction.

Professional sports customer service has unusually sharp peaks. Demand can jump before a game, when mobile tickets are being accessed, parking questions emerge and thousands of people are looking for entrances or seating information. It also does not stop when the stadium closes. Season-ticket questions, event details and account requests arrive throughout the week and across digital channels.

That environment makes a combination of automation and human assistance attractive. Craig Walker, co-founder and CEO of the provider said the platform was not built merely to deflect questions. Instead, the model has AI agents and human agents working together in real time, 24/7/365, using a shared data layer. When a human resolves an issue the AI could not handle, that resolution can inform how the system responds later.

What does that mean for a fan in practice? According to the CEO, someone could buy a ticket, find a gate or receive an answer at any hour. More complicated or sensitive cases can still move to a human agent. That handoff is important because contact-center automation tends to be more useful when it shortens routine workflows without trapping customers inside an unproductive self-service loop.

The partnership lands amid substantial spending on AI-based customer operations. Fortune Business Insights estimated the global call center AI market at $2.98 billion for 2026 and projected it to reach $13.52 billion by 2034, representing a 20.8% compound annual growth rate. Separately, Polaris Market Research projected the broader AI customer service market would reach $15.12 billion in 2026 and rise to $117.87 billion by 2034, at roughly a 25.8% compound annual growth rate.

The labor model is changing too. Gartner forecast that conversational AI would reduce contact-center agent labor costs by about $80 billion in 2026, with roughly 10% of agent interactions automated. Gartner also expects agentic AI to autonomously resolve a large share of common customer service issues by 2029. Those projections help explain why CCaaS vendors such as Genesys, Five9 and 8x8 are putting more emphasis on AI agents, summarization and workflow automation.

Integration will be a central operational consideration. The software supports Microsoft Dynamics, Microsoft Teams, Salesforce, Zendesk and Google Workspace, giving the Denver Broncos options for connecting communications with customer records and existing employee workflows. Underneath these environments, standards such as IETF SIP, defined in RFC 3261, continue to support voice and multimedia session signaling, while the ITU-T E.800 series provides a reference point for telecommunications quality of service and performance concepts.

There is also a visible sponsorship component. The company will appear on in-game signage at Empower Field at Mile High and present the Denver Broncos’ pregame field pass experience. In addition, Dialpad is a Platinum Sponsor of ITEXPO, Feb 9-11, 2027 in Fort Lauderdale, FL.

That said, the larger test will happen away from the signage. Faster response times, useful escalation to human agents and consistent answers across channels will indicate whether the technology is improving the fan experience. For the Denver Broncos and the provider, the multi-year structure creates time to refine that operating model as fan questions, service expectations and AI capabilities continue to evolve.