Fundamental's NEXUS model joins two of Southern California's most iconic sports and entertainment properties, bringing predictive technology to the business of sports and live entertainment

Fundamental, an AI company whose Large Tabular Model (“LTM”), NEXUS is reimagining enterprise decision-making, and AEG, the world’s leading sports and live entertainment company, today announced a new partnership spanning two of AEG’s signature Southern California properties. The agreement names Fundamental an Official Partner of the six-time MLS Cup Champion LA Galaxy and L.A. LIVE, AEG's 4-million-square-foot sports and entertainment district in the heart of downtown Los Angeles. Brokered by AEG Global Partnerships, the partnership will bring NEXUS, Fundamental's Large Tabular Model (LTM), to key areas of each property’s commercial business to help generate predictive insights and inform smarter decision-making.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261008713601/en/

(Photographed from left to right are: Tom Braun - President and Chief Operating Officer, LA Galaxy, Gregg Delman - Head of Communications at Fundamental, Jeremy Fraenkel - Fundamental CEO & Co-Founder, Richard McBeath - Head of Marketing at Fundamental, and Nick Baker - President and COO of AEG Global Partnerships)

Unlike Large Language Models (LLMs), which are built to understand and generate text, NEXUS is purpose-built for tabular data: the rows and columns of structured business records that sit behind ticketing, marketing, and partnership decisions at every major sports and entertainment brand. Where most organizations look at that data to explain what already happened, NEXUS is built to help anticipate what may be coming next, identifying patterns that can inform areas such as fan engagement, marketing, and partnership strategy.

Both the LA Galaxy and L.A. LIVE will put NEXUS to work across ticketing, marketing, and partnership strategy, giving each organization a live, forward-looking view of the patterns already sitting in their own data. NEXUS will also be the presenting sponsor of the Coachella Valley Invitational (LINK TO RELEASE FROM 9/28), the largest pre-season professional soccer tournament in the United States, featuring 20 teams from across Major League Soccer (MLS) and National Women’s Soccer League (NWSL).

“Sports and live entertainment businesses move fast, and the organizations that win are the ones that see what's coming before it happens,” said Fundamental CEO Jeremy Fraenkel. "NEXUS was built to find the value hiding inside structured data that previously looked unpredictable. Through this partnership, we have an opportunity to work alongside the LA Galaxy and L.A. LIVE to show what a foundation model built for tabular data, not text, can do for an industry built on split-second decisions."

“We're constantly looking for new ways to deepen our understanding of our fans and set the Galaxy up for long-term growth,” said Tom Braun, President and Chief Operating Officer, LA Galaxy. " 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.”

“This partnership is built to deliver real value on both sides while introducing Fundamental’s technology to the global sports and entertainment industry, and it opens the door to joint thought leadership on where AI and prediction are taking this business next,” said Nick Baker, President and COO of AEG Global Partnerships. “It’s a partnership that came together through the collaboration and vision of teams on both sides, including Rashid Dadashi, vice president of AEG Global Partnerships, and Richard McBeath, head of marketing at Fundamental, and we are all incredibly excited about the impact we can create together.”

The partnership marks Fundamental's entry into professional sports and live entertainment, extending NEXUS's reach beyond the energy, shipping, and manufacturing sectors where it already runs in production today. Founded in 2024 by alumni of JPMorgan, Bridgewater, and DeepMind, Fundamental has built a growing base of enterprise contracts for NEXUS spanning demand forecasting, price prediction, and customer churn.

About Fundamental

Fundamental is pioneering the future of enterprise decision-making. Co-founded by DeepMind alumni, Fundamental has developed NEXUS - its most powerful Large Tabular Model (LTM) - purpose-built for the structured records that contain trillions of dollars in business value. While other AI companies focus on text and images, Fundamental addresses the tabular data that actually drives enterprise decisions. Backed by world class investors and trusted by Fortune 500 companies, Fundamental unlocks trillions of dollars of value by giving businesses the Power to Predict™. Learn more at https://fundamental.tech/

About AEG

Headquartered in Los Angeles, California, AEG is the world’s leading sports and live entertainment company. The company operates in the following business segments:

• Music through AEG Presents, which is dedicated to all aspects of live contemporary music performances, including the production and promotion of global and regional concert tours, an extensive portfolio of clubs, theaters and other music venues, concerts and special events and world-renowned festivals such as the Coachella Valley Music and Arts Festival;
• Venues and Real Estate, which develops, owns and operates world-class venues, as well as major sports and entertainment districts like Crypto.com Arena and L.A. LIVE, Uber Platz in Berlin and The O2 in London;
• Sports, as the world’s largest operator of high-profile sporting events and sports franchises including the LA Kings, LA Galaxy and Eisbären Berlin;
• Global Partnerships, which oversees worldwide sales and servicing of sponsorships including naming rights, premium seating and other strategic partnerships;
• And Ticketing, through its AXS.com ticketing platform, which provides more than 400 clients worldwide with ticketing services that cover the gamut of entertainment, including sporting events, arena tours, music clubs, festivals, rodeos and family events.

Through its worldwide network of venues, portfolio of powerful sports and music brands and its integrated sports and entertainment districts, AEG entertains more than 100 million guests annually. More information about AEG can be found at www.aegworldwide.com.

About the LA Galaxy

The LA Galaxy are Major League Soccer’s most successful club. Based in Carson, Calif. at Dignity Health Sports Park, the Galaxy have won the MLS Cup a record six times (2002, 2005, 2011, 2012, 2014, 2024), the MLS Supporters’ Shield four times (1998, 2002, 2010, 2011) and the Lamar Hunt U.S. Open Cup twice (2001, 2005), and one Concacaf Champions Cup (2000) since their inception in 1996. Under the direction of LA Galaxy President of Business Operations and Chief Operating Officer Tom Braun and LA Galaxy General Manager Will Kuntz, the Galaxy are the premier club in MLS, with stars like Landon Donovan, David Beckham, Robbie Keane, Steven Gerrard, Zlatan Ibrahimović, Javier Hernandez, Cobi Jones, Riqui Puig and Marco Reus representing LA over the team’s 30 seasons in MLS. For more information on the LA Galaxy, visit www.lagalaxy.com.

About L.A. LIVE

L.A. LIVE is a vibrant sports and entertainment district located in the heart of downtown Los Angeles. Developed by L.A.-based AEG and opened in 2007, the 4-million-square-foot campus features entertainment venues, hotels, residences, restaurants and office space while hosting hundreds of community, private and corporate events annually. Adjacent to the iconic Crypto.com Arena and the Los Angeles Convention Center, L.A. LIVE is home to Peacock Theater, The Novo, The GRAMMY Museum, Lucky Strike bowling alley and the Regal L.A. LIVE movie theater. Additionally, the 40,000-square-foot Peacock Place and 100,000-square-foot Event Deck welcome millions of guests each year for sporting and special events, award show red carpets, bold brand activations, conventions, live music, food festivals and more. L.A. LIVE also offers more than a dozen restaurants, bars and cafés and luxury accommodations and extensive meeting and event facilities at The Ritz-Carlton, Los Angeles and the JW Marriott Los Angeles L.A. LIVE hotels. For more information, visit lalive.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20261008713601/en/