Delivery robots could roll into Al Lang Stadium 

Those who attended a prominent local youth soccer tournament over the weekend received product samples from a unique source – delivery robots.

The United Soccer League (USL) partnered with Tampa-based Nickelytics, the advertising arm of robotics firm Kiwibot, for a unique promotional campaign at the Spring Pathway Classic. The USL, also headquartered in Tampa, is home to the Tampa Bay Rowdies.

The Pathway Classic, held Friday through Sunday at the Sportsplex of Tampa Bay, is the only unrestricted youth tournament hosted by a U.S. professional sports league. Fans interacted and engaged with USL-branded autonomous robots that delivered bottles of hydration beverage Electrolit and other promotional items.

David Pinkhasov, vice president of partnerships at Nickelytics, called the Pathway Classic the “perfect testing ground” for the future of experiential marketing. The initiative’s success has “already opened conversations around expanding across other USL markets and tournaments.”

“The USL is focused on delivering unforgettable fan experiences, and we’re focused on enhancing real-world engagement through cutting-edge robots,” Pinkhasov told the Catalyst. “So together, we’re not just running ads. We’re creating memorable, measurable brand moments.”

Berkeley, California-based Kiwibot acquired Nickeltyics for $25 million in September 2024. St. Petersburg resident Judah Longgrear, the local startup’s former CEO, is now head of North American operations.

Nickelytics had previously partnered with Kiwibot, which has worked with the Miami Marlins and delivered products at the Super Bowl. Pinkhasov said the robots are mobile billboards that capture attention through movement and novelty.

Companies can wrap the delivery robots with creative branding. Digital, interactive screens enhance engagement.

Pinkhasov noted that software provides companies with real-time data and analytics. “Impression tracking is where brands see the return on investment,” he said.

What began over a year ago with a shared vision to bolster fan engagement is “now snowballing into something even bigger” with the USL. When asked if that includes delivery robots at Al Lang Stadium in St. Petersburg during Rowdies matches, Pinkhasov said, “That is the plan.”

“The Rowdies are, of course, on the roadmap,” he added. “We’re providing the proof-of-concept now.”

David Pinkhasov, vice president of partnerships at Nickelytics.

The Tampa Bay Rays own the Rowdies, and Kiwibot has experience with Major League Baseball. Pinkhasov said the company is “always looking” to partner with local sports teams.

In addition to experiential advertising, a partnership with food delivery service GrubHub enables the robots to bring concessions to accessible areas in a stadium. Stairs remain a hurdle for this fleet.

Sports broadcaster ESPN showcased Kiwibots interacting with fans at the 2025 Super Bowl in New Orleans. The delivery robots circle stadiums when advertising, and pull up to the entrance of a specific section when delivering food or beverages.

Consumers scan a QR code to retrieve their order. Pinkasov noted that electric robots provide an environmentally sustainable last-mile delivery service outside sporting events that can help cities and companies achieve clean energy goals.

Kiwibots are now delivering food on 21 college campuses, and the company hopes to reach 30 by the end of 2025. Pinkhasov said that is a companywide focus following the acquisition of Nickelytics – a “smooth transition.”

“We’re releasing a whole new fleet of robots in the coming months,” he said. “And that is something that is going to be pretty eye-catching for a lot of people.”

The company looks forward to expanding its partnership with the USL. San Antonio will host the Fall Pathway Classic in September, and CBS and ESPN will televise those matches.

Kiwibot also plans to integrate its delivery robots into 45 USL Superleague matches this summer. The Tampa Bay Sun FC is part of the professional women’s soccer division.

Pinkhasov noted that the advertising wrap creates the “first layer of visibility.” Each GPS-enabled robot has a sensor array that tracks real-time data, like the number of people in an area.

Kiwibot launched its QR code scanning function for the tournament in Tampa. Brands receive a “full dashboard of metrics and performance reports” after an event to inform future activations.

Pinkasov said youth typically connect more with the robots and products. He also noted that sports create cultural moments that are “charged with emotion and naturally experiential.”

“And for us, that is the perfect playground to test scale and showcase what robotic out-of-home advertising can do,” Pinkasov continued. “So really, the opportunity here is to be the preferred fan engagement platform for every league, tournament and team, and that’s kind of what we’re envisioning.”

Fans react to an autonomous delivery robot Saturday at the Spring Pathway Classic.