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Tottenham Hotspur, Salesforce collaborate to enhance the fan experience

As part of the deal, Salesforce has been named Tottenham Hotspur's new official CRM partner.

The Premier League (PL) club, Tottenham Hotspur FC have inked a partnership with Salesforce, the world’s leading AI CRM.

As part of the deal, the brand has been named the club’s new official CRM partner.

The team will collaborate with Salesforce to improve the fan experience throughout all digital touchpoints internationally, offering best-in-class customised interaction using the AI-powered Salesforce Platform.

The club keeps embracing the latest technologies available to improve the fan experience, whether it’s providing the first fully cashless stadium with 100% wireless and mobile connectivity or world-class media production amenities at its Training Centre, which includes an XR stage.

The Salesforce platform, with Data Cloud at its heart, will allow the club to consolidate its IT systems, connect data from sales, marketing, and service, and provide the groundwork for AI to accelerate decision-making and predict future fan requirements.

Leveraging Salesforce’s worldwide connection with F1 and initiatives to increase fan interaction, the business will also become the Official CRM Partner of F1 DRIVE – London at Tottenham Hotspur Stadium, the world’s first indoor karting experience. Tottenham Hotspur, Salesforce, and F1 will collaborate to engage local youngsters in motorsport and promote career prospects in engineering and software development.

Salesforce will also assist the unit in its broader revitalisation efforts in London N17 by offering programs for training and upskilling residents to enhance their knowledge of technology and job opportunities.

Rob Pickering, Chief Technology Officer, Tottenham Hotspur, said, “This innovative partnership will see the integration of Salesforce’s industry-leading software to create tailored, enriched digital experiences for our ever-growing fanbase. Importantly too, the partnership will be driven by purpose, with the delivery of vital STEM education to our local young people through Salesforce’s expertise and leadership in its field.”

Zahra Bahrololoumi CBE, CEO UK&I, Salesforce, said, “We’re delighted to be deepening our valued partnership with Tottenham Hotspur to power its digital transformation, leveraging CRM, data, and AI to connect with its global fanbase in a whole new way. Salesforce has been at the forefront of values-led innovation for a quarter of a century and is now driving forward the third wave of autonomous AI with Agentforce. This year we opened our first AI Centre in London and I’m especially proud to be working with the Club to provide critical digital skills training and upskilling opportunities.”

In recent times, Salesforce has also onboarded Rahul Dravid as a brand ambassador for India. The collaboration is consistent with Salesforce’s commitment to supporting Indian businesses with innovative technology solutions. Dravid’s renowned persona and unrelenting commitment to perfection are ideally aligned with the brand’s principles.

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