Salesforce has expanded its presence in global sports with a multi-year partnership with the International Chess Federation (FIDE), combining title sponsorship of its premier World Championship matches with an extensive technology deployment focused on artificial intelligence, data and fan engagement.
Under the agreement, Salesforce has become the title sponsor of the 2026 and 2028 FIDE World Championship Matches and the 2027 Women’s World Championship Match. The technology company has also become FIDE’s official AI partner for its World Championship and rankings, with the global rating system to be branded the Salesforce FIDE Rankings.
The partnership will see FIDE adopt Salesforce’s Agentforce 360 platform across its operations and digital ecosystem. A key consumer-facing application will be a Chess Concierge Agent, allowing fans to access information on players, ratings, tournaments, rules and live events through a conversational interface across multiple languages.
Emil Sutovsky, CEO of FIDE, said, “This is truly a landmark agreement. This partnership equips FIDE with enterprise-grade CRM and fan engagement tools from the world’s leading company to transform how we manage relationships with federations, players and audiences. Title sponsorship of the 2026 and 2028 Matches, along with the Women’s Match in 2027, demonstrates the partnership and commitment between FIDE and Salesforce.”
Viswanathan Anand, FIDE Interim President, added, “This agreement places chess at the heart of technological innovation. Salesforce’s title sponsorship of the open and women’s cycles, plus our ranking system, shows genuine commitment. This will inspire a new generation and give our premier events the stage they deserve.”
Patrick Stokes, President, Applications and Marketing, Salesforce, continued, “Chess is one of the world’s most beloved games, cherished by hundreds of millions of people across every culture and corner of the globe. We’re truly honoured to partner with FIDE and bring the power of the Agentic Enterprise to a sport with such rich history and passionate fans. From the Salesforce FIDE World Chess Championships to the Salesforce FIDE Rankings, we want to help FIDE connect with its players and audiences in ways that feel personal, seamless, and worthy of the game they love.”
Salesforce will also deploy an AI-powered FIDE ELO Player Rating Agent, giving users an interactive way to explore rankings, player performance, historical trends and results. Its Data 360 platform will connect FIDE’s player and event data across its 204 national federations and more than 60,000 annual event streams.
The collaboration extends to FIDE’s internal operations, with Salesforce technology supporting rating-data pipelines and workflows through Slack. AI will also assist FIDE’s “Move of the Day” process by identifying potential standout moves for review by human experts.
The partnership strengthens Salesforce’s growing sports portfolio, which includes collaborations with Visa Cash App Racing Bulls, FIFA, Formula 1, Tottenham Hotspur and McLaren Racing, alongside its appointment of Rahul Dravid as a brand ambassador in India. Across these relationships, Salesforce has increasingly positioned AI and data capabilities alongside conventional sponsorship rights.
The first major activation will come at the 2026 FIDE World Championship Match between defending champion Gukesh D and Javokhir Sindarov, scheduled in Geneva from November 25 to December 15.
The FIDE deal marks a broader evolution in Salesforce’s sports strategy: from securing visibility around major properties to embedding its technology directly into the way sports organisations manage data, operations and fan relationships.
