A hand that never tires, a smile that never fades, and a perfect cocktail every time—this is the new face of guest experience in professional sports.
The Vegas Golden Knights have once again broken from tradition, announcing a strategic partnership with Richtech Robotics that will introduce AI-powered service robots to the fan experience throughout the 2025–2026 NHL season. This collaboration, one of the first of its kind in the National Hockey League, marks a major milestone in the rise of service robotics in sports—signaling a fundamental shift in how franchises approach operational efficiency, fan engagement, and technological integration.
In an era where live experiences compete with increasingly sophisticated home entertainment systems, sports organizations face growing pressure to innovate. The Golden Knights, no strangers to challenging conventions since their historic inaugural season, are addressing this challenge not through incremental improvements but through transformative technology that could redefine stadium operations for years to come.
Why Service Robotics in Sports Are Becoming Strategic Assets for Franchises
The collaboration between a championship hockey team and a robotics company may seem unusual at first glance, but the strategic alignment becomes clear when examining both organizations’ roots in Las Vegas innovation. The partnership connects two entities born and bred in what Matt Casella, President of Richtech Robotics, describes as “the global capital of entertainment and hospitality” .
For the Golden Knights, the partnership represents a logical extension of their brand identity. “This partnership underscores our commitment to redefining the fan experience through innovation and creativity,” explained John Penhollow, Vegas Golden Knights President of Business Operations . “Collaborating with Richtech Robotics enables us to continue pushing the boundaries of what’s possible in sports and entertainment” .
From Richtech’s perspective, the partnership provides an unprecedented showcase for their technology. The high-visibility environment of T-Mobile Arena during sold-out games offers a real-world testing ground that far exceeds typical laboratory conditions. The data collected from these interactions will prove invaluable for refining human-robot interaction protocols and operational workflows in high-density environments.
The collaboration also reflects a broader trend in sports technology investment. As franchises seek new revenue streams and operational efficiencies, robotics and automation present compelling solutions to persistent challenges—from concession wait times to staffing fluctuations during peak demand periods.
What ADAM Brings to the Game Day Experience
At the center of this partnership stands ADAM, Richtech’s flagship service robot powered by NVIDIA Jetson Thor computing platform . This technological foundation enables ADAM to perform with a level of precision and reliability that earlier generations of service robots could not achieve in dynamic public environments.
ADAM’s capabilities extend far beyond simple beverage delivery. The robot combines precision bartending, barista skills, and customer engagement functions into a single unified platform . This multifunctional approach allows for greater operational flexibility—the same robot that serves cocktails during pre-game festivities can transition to coffee service during intermission, maximizing return on investment while minimizing footprint.
Table: ADAM’s Technical Capabilities
| Feature | Description | Fan Experience Benefit |
|---|---|---|
| NVIDIA Jetson Thor Platform | Advanced computing for AI processing | Enables smooth interactions and quick service |
| Precision Bartending | Consistent drink preparation | Eliminates variation in beverage quality |
| Multilingual Engagement | Ability to interact in multiple languages | Enhances experience for international visitors |
| Mobility Systems | Navigation in crowded environments | Reduces wait times in concession areas |
The technological implementation addresses one of the most significant challenges in live sports: delivering consistent quality during peak demand periods. Unlike human staff who understandably face fatigue during back-to-back events or doubleheaders, ADAM maintains the same level of precision whether serving the first customer or the hundredth.
When and Where Fans Can Experience Robotics at Golden Knights Games
The rollout of this robotic integration follows a carefully phased approach designed to maximize both technological testing and fan engagement opportunities. The partnership officially launches in November with a series of strategically planned activations .
ADAM will make its VIP debut on November 2 at the Vegas Golden Knights Foundation Charity Gala, providing precision bartending to attendees in a controlled but high-profile environment . This initial deployment offers a proving ground for the technology before its introduction to the broader fan base.
The first major public test comes on November 8 during the game against the Anaheim Ducks . This full-scale gameday activation will feature ADAM in multiple capacities—from serving fans at a robot trailer at Toshiba Plaza before puck drop to generating a historic moment when it becomes the first robot to ring the game siren, a beloved Golden Knights tradition .
Beyond these initial appearances, the partnership includes ongoing activations throughout the 2025-2026 season. ADAM will appear with Vegas Golden Knights branding at local Las Vegas events and conventions, offering interactive moments and exclusive giveaways while collecting real-world insights on how automation can scale across sports venues .
Table: Key Activation Timeline
| Date | Event | ADAM’s Role |
|---|---|---|
| November 2 | VGK Foundation Charity Gala | Precision bartending for VIP attendees |
| November 8 | vs. Anaheim Ducks | Pre-game beverage service + period siren activation |
| Select Dates 2025-26 | Home Games | Tailgate and pre-game experiences at Toshiba Plaza |
| Ongoing | Las Vegas Events & Conventions | Branded fan interactions and giveaways |
How This Partnership Reflects Broader Industrial AI Trends
The collaboration between the Golden Knights and Richtech represents more than a standalone innovation—it reflects several significant trends in the broader industrial AI and robotics landscape that are transforming service sectors well beyond sports entertainment.
First, the partnership exemplifies the strategic pivot toward domain-specific AI applications rather than general-purpose artificial intelligence. Richtech’s focus on developing specialized models for service environments mirrors approaches seen in manufacturing, healthcare, and logistics where vertical specialization delivers more immediate ROI than horizontal solutions .
Second, the implementation demonstrates the growing importance of integrated hardware-software platforms in robotics. Read more here – how domain randomization boosts robotic resilience in unpredictable environments.
By building upon NVIDIA’s Jetson Thor platform, Richtech leverages specialized computing architecture designed specifically for robotics applications, enabling more sophisticated perception, decision-making, and physical control than would be possible with generic computing solutions .
Third, the partnership highlights the expanding role of data infrastructure in robotic intelligence. As Richtech notes in its corporate description, the company focuses not just on robotic hardware but on “the data infrastructure that makes them more intelligent” . This emphasis on continuous improvement through machine learning reflects a broader industrial shift toward systems that grow more capable over time through accumulated operational data.
Richtech’s parallel establishment of a Beijing Foreign-Invested R&D Center through a joint venture with Boyu AI Technology further signals the global scope of this transformation . The company’s strategic cooperation with a state-owned Chinese enterprise focused on developing domain-specific AI models and autonomous decision-making systems illustrates how service robotics innovation has become a truly global endeavor with competing hubs of excellence.
The Human-Robot Collaboration in Live Sports
As sports franchises increasingly explore automation, a fundamental question emerges: what roles should robots play in the deeply human context of live sports entertainment? The Golden Knights and Richtech partnership suggests an answer centered on collaboration rather than replacement.
The implementation focuses on using robotics to enhance rather than replace human staff. By handling repetitive precision tasks like drink formulation, robots free human employees to focus on higher-value interactions that require emotional intelligence, problem-solving, and personalized service—the qualities that truly define memorable guest experiences.
This approach mirrors successful implementations in other industries where human-robot collaboration has demonstrated significant benefits. In healthcare settings, robots handle medication delivery while nurses focus on patient care. Read more here – how conversational AI is transforming telecom support at scale.
In manufacturing, robots manage repetitive assembly tasks while humans concentrate on quality control and process improvement. The sports and entertainment environment represents a new frontier for this collaborative model.
Matthew Casella, President of Richtech Robotics, captured this vision when noting, “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” .
FAQ: Robotics in Sports Entertainment
Will robots replace human workers at sports venues?
Current implementations focus on collaboration, with robots handling specific tasks while human employees manage more complex guest interactions.
What technology powers ADAM the service robot?
When will ADAM make its first public appearance?
How does this partnership benefit fans?
The technology aims to reduce wait times, ensure beverage consistency, and add a unique interactive element to the game day experience.
The Future of Sports Robotics
The Vegas Golden Knights and Richtech Robotics partnership represents a significant milestone in the integration of AI and robotics into live sports entertainment. While the sight of a robot ringing the game siren or serving drinks may initially draw attention as a novelty, the underlying technology points toward a more substantial transformation in how sports franchises will operate in the coming years.
As these technologies mature and prove their value in high-stakes environments like T-Mobile Arena, we can expect to see more sophisticated implementations that expand beyond beverage service to encompass other aspects of the fan experience—from wayfinding assistance to merchandise delivery and beyond.
The true test will come not in the initial demonstrations but in the seamless integration of these technologies into the background of the fan experience, where their value is measured not by their novelty but by their ability to enhance what matters most: the connection between fans and the teams they love.
Sports technology is evolving rapidly, changing how we experience live games. From AI-powered robots to smart venue systems, these innovations are creating more engaging and efficient fan experiences. Stay ahead of the curve—subscribe to our newsletter for the latest insights at the intersection of sports and technology.
Fast Facts
The Vegas Golden Knights are partnering with Richtech Robotics to implement ADAM, an AI-powered service robot, throughout the 2025–2026 season. The robot will handle beverage service and fan interactions, beginning with a November 2 charity gala and a November 8 game where it will become the first robot to ring the period siren. This partnership reflects broader trends in service robotics in sports, highlighting domain-specific AI applications and human-robot collaboration in live entertainment environments.
