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Salesforce to Drive Digital Fan Engagement Across FIFA World Cup 2026 and FIFA Women's World Cup 2027

SPORTS

6/8/20262 min read

#1 Agentic CRM becomes Official Tournament Supporter deploying Slack and Agentforce 360 portfolio across 16 host cities.

Salesforce has announced a landmark partnership, becoming an Official Tournament Supporter of the FIFA World Cup 2026 in North America and Europe and the FIFA Women's World Cup 2027 in North America and Brazil. The multi-tournament partnership brings together the most-watched sporting events on the planet with Agentforce 360, the complete portfolio of Salesforce AI solutions that power the Agentic Enterprise, built on Slack, the work operating system where AI is multiplayer, right in the flow of work where people already are.

Tournament Scale and Strategic Context

FIFA World Cup 2026 will kick off across Mexico, Canada, and the United States this summer and will be the largest tournament in FIFA history with 48 teams and an expected global audience exceeding 5 billion. Salesforce technology will play central role in how the tournament operates, engages fans, and coordinates with host cities. The scale represents unprecedented complexity requiring integrated operational infrastructure spanning multiple nations, languages, and regulatory jurisdictions.

Agentic Enterprise Model and Connected Operations

The partnership reflects shared belief that future of global events depends on intelligent, connected operations, a true Agentic Enterprise model. Done by bringing together AI agents, connected apps, trusted data, and people in Slack, the multiplayer operating system for AI, to reimagine what's possible not just for tournaments, but for millions of fans, partners, and host communities who experience them.

Tournament-Specific Technology Deployment

FIFA World Cup 2026 will deploy Slack to coordinate workforce management across 16 host cities in Mexico, Canada, and United States. Slack will serve as operational surface for workforce, apps, and AI-powered workflows to work together in real time. The decentralized coordination model enables local autonomy while maintaining centralized visibility across distributed operations.

For FIFA Women's World Cup 2027 in Brazil, both Slack and Agentforce 360 Platform will power fan engagement across FIFA's digital platforms, delivering always-on fan experiences. Autonomous agents will reason over tournament data to provide human-level support, empowering fans with personalized omni-channel interactions. The fan engagement focus suggests Salesforce prioritizes experience delivery for end consumers rather than purely operational efficiency.

Stakeholder and Relationship Management

Both tournaments will use Salesforce ecosystem, including Agentforce Service, Sales, and Marketing, to manage relationships and communications with host cities, suppliers, and stakeholders. By integrating Agentforce 360 and Slack, tournament coordination, stakeholder communications, and fan engagement is brought directly into flow of work. This unified foundation enables organization to automate interactions, drive revenue growth, and maximize operational efficiency.

Executive Perspectives and Partnership Alignment

"The FIFA World Cup is the moment the world stops to watch, and delivering it is one of the most complex undertakings in global sport," said Patrick Stokes, President and CMO, Salesforce. "We're honored to partner with FIFA World Cup 2026 and FIFA Women's World Cup 2027 to bring power of Agentic Enterprise to two historic tournaments. Together, we'll show what's possible when world's most-loved game meets world's #1 AI CRM, connecting fans, stakeholders, and host cities like never before."

"Greatest tournaments require very best partners alongside us," said Romy Gai, Chief Business Officer, FIFA. "Salesforce's technology and expertise will help support delivery of two landmark competitions, connecting participating teams, Host Cities, volunteers, partners, and fans through innovative digital solutions. We are delighted to welcome Salesforce as Official Tournament Supporter."

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