Accenture and Salford City Football Club have announced a multi-year strategic partnership that will place technology, data and artificial intelligence at the centre of the League Two club’s plans to accelerate growth and deepen connections with supporters.
The partnership will see Accenture work with Salford City to identify opportunities to enhance club operations, develop digital fan experiences and unlock new commercial opportunities. The collaboration will cover the men’s and women’s teams, as well as the academy, while also supporting the club’s ambitions to grow its international audience.
As part of the agreement, Accenture has become a shirt partner from the 2026-27 season, with its branding appearing on the back of Salford City’s men’s first-team, Lionesses and academy shirts.
Amy Gnagy, Global Client Account Lead at Accenture, said, “The most exciting partnerships start with a shared ambition. Salford City FC has never been afraid to challenge conventions, and that’s exactly what drew us to the club. Together, we’re bringing the power of data, technology and innovation to help unlock new opportunities for growth, strengthen connections with supporters and build for the future.”
Janey Whiteside, Partner and Chief Growth Officer at Consello, a Co-Owner of Salford City FC, added, “This support from Accenture marks another statement partnership for Salford City. Accenture’s innovative approach to technology will elevate how we deliver our digital fan engagement – for the local community and fans around the world.
“We have bold plans for the growth of this football club, and it’s a privilege to partner with an organisation that shares our ambition. We are truly excited to see how this partnership grows, as well as seeing the Accenture name displayed proudly across the back of our teams’ shirts.”
The agreement forms part of Salford City’s broader commercial transformation following the club’s acquisition by an ownership group led by David Beckham and Gary Neville in May 2025. The ownership group has outlined ambitions to establish a sustainable, internationally focused business while maintaining the club’s local identity.
For Accenture, the partnership extends its presence in sport, where it already works with organisations including the NFL, WTA and The R&A.
Financial terms and the exact duration of the agreement have not been disclosed. However, the partnership underlines Salford City’s strategy of using technology and digital innovation as drivers of supporter growth, commercial development and international expansion.
