WMT AI Ticketing Selected To Participate in MLS Innovation Lab Driving the Future of the Game
NEW YORK (April 29, 2026) – WMT Digital announced today that its ticketing solution – WMT AI Ticketing – has been selected by Major League Soccer to be part of the third cohort of the MLS Innovation Lab, the league’s flagship initiative focused on advancing the next generation of sports technology. Now in its third year, the program continues to attract leading startups and innovative solutions from around the world, each bringing cutting-edge solutions across areas like player performance, fan engagement, and data-driven insights. Together, they reflect the league’s commitment to pushing the boundaries of how soccer is played, analyzed, and experienced.
WMT AI Ticketing optimizes pricing and distribution in real time based on fan behavior, demand, and market signals which enables teams and venues to make faster, smarter decisions that increase yield and unlock new revenue. As part of WMT Digital’s broader platform of fan experience, identity, intelligence and monetization solutions, WMT AI ticketing connects ticketing strategy to the larger fan ecosystem. This gives organizations a more dynamic way to manage inventory, respond to demand and turn fan engagement into measurable business growth.
“We’re honored to be selected for this year’s MLS Innovation Lab cohort, as MLS continues to invest in technology that can strengthen the league and elevate the fan experience,” said Andres Focil, CEO of WMT Digital. “MLS actively creates space for forward-looking technology that can make a real impact, and we’re proud that WMT’s AI Ticketing technology was selected for the cohort as part of that effort. We believe the future of ticketing is more intelligent, more responsive, and more connected to fan behavior, and we’re excited to help shape that future alongside the league and the other impressive companies involved.”
WMT AI Ticketing was selected to be part of the program’s 2026 cohort following a rigorous evaluation process which vetted hundreds of companies from around the world. The MLS Innovation Lab is a cornerstone of the League’s broader technology strategy, reinforcing its position at the forefront of innovation in global soccer. Building on the momentum of its first two cohorts, the program gives participating companies the opportunity to test and scale their technologies in real-world MLS environments such as the 2026 MLS All-Star Game presented by Chime, as well as elite youth competitions like MLS NEXT Fest and Generation adidas Cup and premier events including MLS NEXT Cup and the MLS NEXT All-Star Game presented by Allstate.
“With each new cohort, MLS Innovation Lab continues to surface technologies that have the potential to meaningfully impact how the game is played, experienced, and consumed,” said Chris Schlosser, MLS SVP of Emerging Ventures. “We look forward to embedding WMT AI Ticketing into the MLS ecosystem, as this year’s group as a whole represents a strong mix of performance, data, and fan-focused innovation, and we look forward to working with them to bring new ideas to life across the League.”
The unveiling of the third cohort of the MLS Innovation Lab arrives as the 2026 MLS season is underway and ahead of the start of the 2026 FIFA World Cup in June. Major League Soccer will resume play July 16–17 during the closing week of the tournament, positioning the league at the center of global soccer attention with six matchups airing across Apple TV and FOX.
About WMT’s AI Ticketing
WMT’s AI Ticketing gives organizations complete control of ticket value, using AI to adjust prices, optimize distribution and unlock new revenue in real time. Its proprietary models use demand data to power precise, dynamic pricing.
About WMT Digital
WMT Digital is a fan experience and intelligence technology company that helps sports, live events and entertainment organizations drive digital engagement and maximize revenue. By connecting ticketing, fan data and digital platforms into a unified ecosystem, WMT enables organizations to better understand their audiences and act on real-time demand signals.
Trusted by leading organizations across professional sports, college athletics and live entertainment, WMT Digital combines fan intelligence, AI and connected digital experiences to turn every fan interaction into measurable business value.
About Major League Soccer
Headquartered in New York City, Major League Soccer -- celebrating its 31st season in 2026 -- features 30 clubs throughout the United States and Canada. All MLS and Leagues Cup matches can be watched on the Apple TV app on Apple devices, smart TVs, streaming devices, set-top boxes, and game consoles, and the web at tv.apple.com, and features the most expansive and accessible lineup of programming ever for MLS fans. For more information about MLS, visit mlssoccer.com. For more information about the Apple TV app, visit apple.com/apple-tv-app.
Media Contacts:
WMT Digital
Major League Soccer
Sal Petruzzi
salvatore.petruzzi@mlssoccer.com
Peter O’Brien
