The Colorado Rockies have selected Dialpad as their official AI communications provider in a multi-year deal that puts the company's agentic AI platform into fan-facing operations and makes it the presenting sponsor of "Call Under Review" at Coors Field. For PR and communications professionals, the partnership shows how AI can unify customer conversations, surface real-time sentiment, and turn a technology deployment into a visible brand activation.
AI-Powered Fan Interactions
The Rockies are rolling out Dialpad's AI platform across ticket sales, service, and internal teams. The system analyzes voice and digital conversations to identify repeat calls, emerging issues, and sentiment trends, giving leaders a connected view of every fan interaction. Instead of fragmented call logs and scattered messages, the organization gets a real-time picture of what fans are saying and how they feel.
"Fans don't think in channels - they want one great experience, every time," said Craig Walker, co-founder and CEO of Dialpad. "Our AI helps the Rockies listen to, understand, and act on fan conversation as it happens, so the Rockies can make the right call in the moment - not after the inning's over. In baseball and in business, making the right call starts with seeing the whole field. That's what Dialpad gives the Rockies."
For communications teams, this kind of AI-driven listening moves beyond basic social monitoring. The ability to track sentiment trends across phone calls, messages, and digital channels in real time is becoming a core competency, a topic covered in depth in the AI for PR & Communications training resources.
Ballpark Activation: "Call Under Review"
Dialpad's brand comes to life at every Rockies home game as the presenting sponsor of "Call Under Review." When an umpire's decision goes to replay, the feature appears on TV broadcasts and in-stadium displays, linking the technology of the review process with Dialpad's message that making the right call requires full visibility into every angle.
That idea anchors a broader content series, "Are you making the right call?", which explores how AI-powered insights help CX leaders move past fragmented data to understand customers in real time. The ballpark sponsorship gives the AI platform a physical, high-visibility presence that connects the product's value to a moment millions of fans recognize.
"We're thrilled to partner with Dialpad and welcome them to the Rockies family," said Michael Bush, Rockies Senior Director of Information Technology. "Their AI-enabled solutions will help us better serve our fans and play an important role in enhancing our day-to-day communications. We couldn't be more excited about the long-term impact of this partnership."
Why this matters for PR and Communications
This partnership is a case study in how AI can reshape both internal operations and external brand storytelling. PR professionals can take away several concrete lessons: real-time sentiment analysis isn't just a customer service tool - it's a reputation management asset. Sponsorships that tie directly to a product's core function (like replay review and AI-driven visibility) create more authentic brand narratives than logo placements alone. And deploying AI across fan communications generates a steady stream of data that can feed proactive media relations and crisis response.
For practitioners who want to build these skills, the AI Learning Path for Public Relations Specialists offers a structured way to get started. More details about the Dialpad platform are available at dialpad.com.
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