Salesforce Powers FIFA World Cup 2026 and Women’s World Cup 2027 with AI-Driven Operations
Salesforce has solidified its role as a key technology partner for FIFA’s upcoming global tournaments, securing a landmark agreement to support the 2026 FIFA World Cup across North America and Europe, as well as the 2027 Women’s World Cup in North America and Brazil. The partnership leverages Salesforce’s Agentforce 360 platform, including Slack, to enhance operational efficiency, fan engagement, and cross-border collaboration.
AI-Driven Workflow Management for Global Tournaments
The 2026 World Cup, set to feature 48 teams—the largest field in tournament history—will rely on Slack to coordinate workforce management across 16 host cities in the U.S., Mexico, and Canada. According to the agreement, Slack will serve as a centralized operational hub, integrating AI-powered workflows, apps, and real-time communication tools to streamline logistics for teams, suppliers, and stakeholders.
“The greatest tournaments require the very best partners alongside us,” said Romy Gai, FIFA’s chief business officer. “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.”
Enhancing Fan Engagement with Intelligent Agents
For the 2027 Women’s World Cup, Salesforce’s Agentforce 360 will focus on fan engagement, utilizing autonomous AI agents to analyze tournament data and deliver personalized, omni-channel interactions. This approach aims to transform how fans access information, purchase tickets, and connect with teams and players through FIFA’s digital platforms.
Patrick Stokes, president and chief marketing officer at Salesforce, emphasized the significance of the partnership: “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. Together, we’ll show what’s possible when the world’s most-loved game meets the world’s number one AI customer relationship management.”
Expanding Salesforce’s Sports Technology Ecosystem
This collaboration adds to Salesforce’s growing portfolio of sports partnerships, which already includes agreements with Formula 1, the Mercedes F1 team, the Indiana Fever WNBA franchise, and the LIV Golf Tour. The company’s focus on AI-driven solutions aligns with FIFA’s goal of modernizing event management and fan experiences.
The 2026 World Cup, scheduled to kick off this summer, will also face scrutiny over ticketing practices in the U.S., where attorneys general from New York and New Jersey have launched an investigation into potential misinformation about ticket locations for MetLife Stadium, which will host eight matches, including the final.
Looking Ahead: A New Era of Digital Sports Management
As FIFA prepares for the 2026 World Cup, the integration of Salesforce’s technology marks a significant shift toward data-centric operations. By combining AI, real-time communication, and scalable digital infrastructure, the partnership sets a new standard for hosting global sporting events. The success of this collaboration could influence future bids for major tournaments, emphasizing the role of technology in shaping the sports industry.