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Fortune

Paolo Confino

The $40 billion AI mania sprouts a tech incubator program in the unlikeliest place: Major League Soccer

MLS Major League Soccer Soccer Apple NBA Don Garber Fortune NFL United States

MLS commissioner Don Garber (Credit: Mike Lawrie—Getty Images)

Why is Major League Soccer launching a startup incubator? And what does it have to do with AI?

The league is joining the frenzied investments into AI, now the hottest part of the tech industry, in hopes it can capture the promise of the new technology for itself, its teams, and possibly even spread the wealth to the billion-dollar brands that sponsor the league.

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