Richtech Robotics, NHL’s Vegas Golden Knights partner for fan interactions with service robots

Nevada-based provider of AI-driven service robots, Richtech Robotics, and National Hockey League (NHL) franchise Vegas Golden Knights, announced a partnership that the organizations said represents a defining step forward in how sports and technology come together. The collaboration marks one of the first times a major American professional sports team has partnered with a service robotics company, signaling a new era in how automation and artificial intelligence will help shape entertainment, hospitality and fan engagement.

The two companies are joining forces to explore how robotics and AI can enhance fan experiences, streamline operations and redefine what’s possible for the future of live sports entertainment within Las Vegas.

ADAM: A service robot for fan experience

At the heart of this partnership is ADAM, Richtech’s flagship service robot accelerated by NVIDIA Jetson Thor. ADAM has already been deployed at the 2024 Major League Baseball All-Star Game and served cocktails at a U.S. Space Force gala.

In accordance with the corporate sponsorship agreement, ADAM will be featured throughout the 2025–2026 season in select activations and events, offering fans an up-close look at a new kind of interactive gameday experience. From serving precision-crafted beverages at the T-Mobile Arena to engaging directly with fans, Richtech said that ADAM represents an important step in integrating service robotics into major sports experiences. ADAM combines precision bartending, barista skills, and customer engagement in one dynamic robot.

“When the Vegas Golden Knights took the ice, they redefined what a championship franchise could mean for this city and for the sport,” said Matt Casella, president of Richtech Robotics. “Now, together, we’re setting a new standard - this time for hospitality and fan engagement. 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.”

By partnering with the Vegas Golden Knights, one of the city’s most influential brands, Richtech Robotics said it will deepen its ties to leading beverage, hospitality and venue operators. The company added that the collaboration will help Richtech understand how robotics can not only delight fans but also benefit sponsors, vendors and event staff, creating a foundation for new business and next-generation experiences.

“The Vegas Golden Knights are always striving to push the boundaries of the fan experience,” said John Penhollow, president of business operations at the Vegas Golden Knights. “Richtech Robotics shares our passion for innovation, and together we’re exploring how technology can elevate and redefine what live sports can deliver. This partnership represents an exciting glimpse into the future of fan engagement.”

The partnership officially launches in November with a series of activations:

• November 2: ADAM will make his VIP debut at the Vegas Golden Knights Foundation Charity Gala, providing precision bartending to attendees.
• November 8: A full-scale gameday activation featuring ADAM in multiple capacities -  from serving fans at a robot trailer at Toshiba Plaza before puck drop at T-Mobile Arena, to ADAM ringing the game siren, becoming the first robot to participate in this Vegas Golden Knights tradition.
• Ongoing appearances: ADAM will appear with Vegas Golden Knights branding at local Las Vegas events and conventions, offering fans interactive moments and exclusive giveaways, including team merchandise and game tickets. Richtech said these opportunities demonstrate the potential for robotics to enhance fan engagement while collecting real-world insights on how automation can scale across sports venues.
• Future activations: ADAM will appear at select Vegas Golden Knights games throughout the season, elevating tailgate and pre-game experiences with the robot trailer serving drinks at Toshiba Plaza. These events will also feature collaborations with leading beverage brand partners, showcasing how Richtech’s robots can deliver branded experiences that connect fans, sponsors, and venues in new ways.