Contract details
Start date:
Status:
2024
Official CRM partner
Leagues and Tournaments:
Tottenham Hotspur Partners with Salesforce to Transform Digital Fan Experience and Community Impact
Tottenham Hotspur Football Club has officially announced a transformative partnership with Salesforce, the global leader in AI-powered customer relationship management (CRM). As the Official CRM Partner, Salesforce will play a central role in personalizing and enhancing fan interactions across the club’s digital ecosystem.
Salesforce ➕ @SpursOfficial 🟰 world-class fan experiences.
— Salesforce UK & Ireland (@SalesforceUK) October 23, 2024
We were thrilled to announce our partnership with Spurs during #AgentforceTour. We caught up with their CTO, Rob Pickering to learn how Salesforce with Agentforce is helping drive digital transformation at the club. ⬇️ pic.twitter.com/S48w5wTPPs
Enhancing Fan Engagement Through AI and Data Integration
The partnership will see Salesforce’s AI and Data Cloud platform embedded across Tottenham’s operations, streamlining internal systems and enabling real-time insights across sales, marketing, and customer service. This integration will empower the club to anticipate fan needs and deliver tailored experiences for supporters around the world.
Tottenham, already recognized for pioneering innovation — from launching the first fully cashless Premier League stadium to building a next-gen media production hub with XR technology — will now further elevate its fan experience through AI-driven personalization powered by Salesforce.
Supporting F1® DRIVE – A Unique Fan and Youth Experience
As part of this collaboration, Salesforce will also become the Official CRM Partner of F1® DRIVE – London, the world’s first in-stadium karting experience located at Tottenham Hotspur Stadium. This initiative brings together Tottenham Hotspur, Salesforce, and Formula 1 to offer motorsport engagement for young people, while also promoting career pathways in engineering and software development.
Investing in Local Communities with Digital Skills Training
Beyond sport, the partnership is rooted in social impact. Salesforce will work with Tottenham on a series of training and upskilling programs in the London N17 area. These initiatives aim to enhance digital literacy and employability for residents, particularly in STEM fields, aligning with both organizations’ commitments to community development.
Leadership Statements Highlight Purpose-Driven Innovation
Rob Pickering, Chief Technology Officer at Tottenham Hotspur, emphasized:
“This partnership allows us to apply Salesforce’s cutting-edge technology to deliver deeper, more engaging digital interactions with fans. Just as important, it brings long-term value to our local community by supporting STEM education and career development.”
Zahra Bahrololoumi CBE, CEO UK & Ireland at Salesforce, shared:
“We’re proud to strengthen our relationship with Tottenham Hotspur, combining data, CRM, and AI to connect the club with fans in more meaningful ways. With our new AI Centre in London, this collaboration also helps drive our mission to improve access to digital skills across the UK.”
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