Former GameSquare executive joins APPLY to drive the company’s ACx capabilities across sports, media and entertainment
VANCOUVER, BC, Sept. 16, 2026 /PRNewswire/ — APPLY, the global Agentic Customer Experience (ACx) partner backed by Interlock Equity, today announced the appointment of Adam Steingart as Global General Manager, Entertainment.
Spearheading the company’s global entertainment practice, Steingart will lead APPLY’s strategy across sports, media, the creator economy and live experiences, expand its ACx capabilities across these sectors, and help clients transform content, data and intelligence into commercial results.
“We are at an inflexion point in entertainment,” said Steingart. “The brands and rights holders that figure out how to connect content, data and intelligence into experiences that genuinely serve fans will define the future of the industry. I’m really looking forward to getting started and helping APPLY’s clients navigate this shift and turn these opportunities into meaningful experiences for fans.”
Steingart brings more than 20 years of experience transforming businesses at the intersection of content, media, partnerships and commerce. Most recently, he served as Head of Commercial Strategy and Business Development at GameSquare Holdings, where he developed and implemented a unified go-to-market strategy across the company’s creator, media, content, experiential and esports businesses.
Prior to that, Steingart led revenue and brand partnerships for NBA Take-Two Media, the joint venture between the NBA and Take-Two Interactive, overseeing its commercial function and building its go-to-market strategy, partnership model and revenue infrastructure.
Steingart also spent nearly two decades at Paramount in senior leadership roles spanning creative revenue, strategic partnerships, integrated marketing and live experiences. During his tenure, he led the transformation of Paramount’s creative revenue division, built and led the company’s live events and experiential business, launched the CBS Sports Creator Studio, and helped establish Viacom Velocity, now Paramount Brand Studio.
“Adam has spent his career building commercial infrastructure for entertainment businesses at moments when the rules of the business change,” said Dr Ali Alkhafaji, CEO of APPLY. “The entertainment sector is navigating exactly that kind of moment as AI reshapes how audiences discover content, how brands activate partnerships, and how experiences get built and delivered. Adam understands both the commercial reality and the creative opportunity and will help our clients develop work that delivers on both.”
APPLY helps brands such as Kraft Heinz, Coca-Cola, and more to transform their customer journeys. The company combines creativity, data and AI to build and scale digital products and platforms, improving how brands engage with their customers and creating more personalised experiences.
About APPLY
APPLY is the global Agentic Customer Experience (ACx) partner for ambitious brands across CPG, retail, sports and media. We bring together human craft, deep domain expertise and AI-native delivery to turn opportunity into commercial reality. As the partner of choice for brands like Arc’teryx, Lululemon and Wynn, we connect the dots others don’t see to build human experiences at agentic scale. For more information, visit applydigital.com.
applydigital@propellergroup.com
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SOURCE Apply
