This week, Fundamental became an Official Partner of the LA Galaxy and L.A. LIVE through AEG. Both will use NEXUS, our Large Tabular Model, across ticketing, marketing, and partnership strategy. AEG owns and operates more than 100 venues worldwide, such as Crypto.com Arena and The O2 in London, as well as sports franchises including the LA Kings.

It’s our first formal partnership in sports and live entertainment. Taking it into live venues is a natural next step, but it’s also a fundamentally different stage.

Live entertainment runs on prediction

Every match, concert, and convention starts with a prediction.

Well before fans arrive, operators face a core problem: how to price an event, which fans to target, and how to maximize game-night sponsorship revenue. They’re committing real resources against an audience that hasn't shown up yet.

AEG does this at a massive scale. Their venues and events host over 100 million guests a year. L.A. LIVE alone covers four million square feet in downtown Los Angeles and hosts hundreds of events annually.

When you operate at that volume, bad forecasts destroy the bottom line. If you overestimate demand, you burn money marketing to empty seats. If you underestimate it, you underprice your tickets and sponsorship opportunities, leaving revenue on the table.

The data needed to make those decisions already exists: ticketing histories, gate counts, ad conversions, and past sponsorship performance. However, most organizations only use tabular data to report on what already happened, because turning rows and columns into forward-looking predictions usually requires a custom data science build for every question. NEXUS bypasses that bottleneck: it reads millions of rows and columns to predict what comes next, applying the same technology across ticket pricing, fan marketing, and partnership strategy without starting from scratch each time. 

“

We're constantly looking for new ways to deepen our understanding of our fans and set the Galaxy up for long-term growth. We look forward to putting NEXUS to work, and we see real potential for it to inform how we engage fans, build partnerships, and grow the club."

Tom Braun

President and COO of the LA Galaxy

“

We're constantly looking for new ways to deepen our understanding of our fans and set the Galaxy up for long-term growth. We look forward to putting NEXUS to work, and we see real potential for it to inform how we engage fans, build partnerships, and grow the club."

Tom Braun

President and COO of the LA Galaxy

“

We're constantly looking for new ways to deepen our understanding of our fans and set the Galaxy up for long-term growth. We look forward to putting NEXUS to work, and we see real potential for it to inform how we engage fans, build partnerships, and grow the club."

Tom Braun

President and COO of the LA Galaxy

The Big Picture

We started Fundamental because we believed structured data deserved its own foundation model. Partnering with AEG puts NEXUS in an environment where predictions get put to the test publicly every week - at the gate, on screen, and on the scoreboard.

At its core, live sports is just the most visible example of a problem almost every company deals with: managing fixed capacity before you know who’s buying. Hotels, airlines, and retailers run on that same underlying math. This partnership is our first step into sports and live entertainment, and another step toward making predictions on structured data something any team can count on.