Salesforce Partners with FIFA to Revolutionize Major Tournaments

The partnership is set against the backdrop of the FIFA World Cup 2026™, which will unfold across North America, including Mexico, Canada, and the United States. This event is poised to be the largest tournament in FIFA’s history, featuring 48 teams and an estimated global audience exceeding 5 billion viewers. Salesforce's advanced technology will play a pivotal role in the seamless execution of tournament operations while enhancing fan interaction and coordination with host cities.

Salesforce’s partnership with FIFA reflects a shared vision of leveraging intelligent, connected operations to redefine global sporting events. The integration of Agentforce 360—a comprehensive suite of Salesforce AI solutions—along with the collaborative capabilities of Slack, creates a dynamic environment where AI-driven innovations enhance the overall experience for fans, stakeholders, and host communities.

For the FIFA World Cup 2026™, Salesforce will implement Slack as a core platform for managing workforce operations across the 16 designated host cities. This operational framework will facilitate real-time collaboration among workforce management, applications, and AI-powered workflows, ensuring a streamlined approach to tournament execution.

Looking ahead to the FIFA Women's World Cup 2027™ in Brazil, Salesforce’s Agentforce 360 Platform, alongside Slack, will drive fan engagement efforts across FIFA’s digital platforms. Through intelligent autonomous agents, the platform will analyze tournament data to deliver personalized omni-channel interactions, providing fans with a continuous and tailored experience leading up to and during the event.

Both tournaments will leverage Salesforce's ecosystem—including Agentforce Service, Sales, and Marketing—to effectively manage communications and relationships with host cities, suppliers, and other stakeholders. By integrating these tools into the tournament operations, Salesforce aims to automate interactions, optimize revenue streams, and enhance overall operational efficiency.

Patrick Stokes, President and CMO of Salesforce, expressed enthusiasm about the partnership, stating, “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. We’re honored to partner with FIFA World Cup 2026 and FIFA Women’s World Cup 2027 to bring the power of the Agentic Enterprise to two historic tournaments.”

In a similar vein, Romy Gai, Chief Business Officer of FIFA, acknowledged the importance of this collaboration, saying, “The greatest tournaments require the very best partners alongside us. Salesforce's technology and expertise will help support the delivery of two landmark competitions, connecting participating teams, Host Cities, volunteers, partners, and fans through innovative digital solutions.”

As the world approaches these historic tournaments, Salesforce’s partnership with FIFA signifies a transformative shift in how major sporting events are managed and experienced. By harnessing the power of AI and collaborative technologies, the collaboration promises to redefine fan engagement and operational effectiveness, setting a new standard for future global events.