SANDY, Utah (December 30, 2025) – Miller Sports + Entertainment today announced a new partnership with Typeform across its platform, including Real Salt Lake, the Salt Lake Bees and Megaplex. Through the partnership, Miller Sports + Entertainment will use Typeform to gain a deeper understanding of and improve fan experiences.
Currently, Real Salt Lake uses Typeform to gather fan feedback at America First Field, informing ongoing improvements to the matchday experience. The Salt Lake Bees will utilize Typeform’s technology for fan feedback and engagement, as well as the guest experience.
“Miller Sports + Entertainment is exactly the kind of partner we look for: brand-led, fan-obsessed and deeply intentional about every touchpoint of the experience,” said Bryce Winkelman, chief revenue officer at Typeform. “From post-match fan feedback to in-app insights to high-demand moments like major match waitlists, they’re using Typeform’s AI engagement platform to listen, learn and interact in real time. We’re proud to align our brand with an organization that puts fans at the center of everything they do.”
Miller Sports + Entertainment will utilize Typeform’s intuitive platform to create real-time, fan-driven feedback loops across its ecosystem, through in-game feedback, in-app engagement and post-game surveys. Typeform will enable fans to reflect on their experience, generating insights that inform decisions, enhance experiences and make fans feel seen and valued.
“Typeform’s human-centric approach mirrors Miller Sports + Entertainment’s philosophy around fan experience, community impact and sports engagement,” said Ty Wardle, chief revenue officer for Miller Sports + Entertainment. “With Typeform, we can move faster, from insight to action, while keeping the fan experience at the center of every decision.”
About Typeform
Typeform is a refreshingly different AI form builder and engagement platform. Known for making forms worth filling out, Typeform pairs beautiful, human-first design with native AI capabilities that power customer and employee research, market insights and lead generation and activation. The company helps customers build expert forms that collect up to 3.5 times more data and turn every form response into a personalized customer journey. Trusted by over 150,000 customers, including 95% of the Fortune 500, Typeform integrates with essential tools like Slack, Zapier, Canva and Klaviyo.
About Miller Sports + Entertainment
Miller Sports + Entertainment (MSE) manages Real Salt Lake (MLS), Utah Royals FC (NWSL), Megaplex, the Salt Lake Bees (MiLB), The Ballpark at America First Square, America First Field, Real Monarchs (MLS NEXT Pro) and Big League Utah and its quest to bring a Major League Baseball team to Salt Lake City. Learn more at millerse.com.
