Roger Hampel
Photo Credit: Tottenham Hotspur Media
Tottenham Hotspur has announced a groundbreaking partnership with Salesforce, the world’s leading AI-powered CRM platform, as its new Official CRM Partner. This collaboration will harness the advanced capabilities of the Salesforce Platform to transform the Club's digital fan experience while providing vital digital skills and employment opportunities for young people in the local community.
Revolutionizing Fan Engagement with AI and Personalization
Tottenham Hotspur continues its commitment to technological innovation by integrating Salesforce’s AI-driven platform to enhance the fan experience across all digital channels. This partnership will allow the Club to offer personalized engagement, streamlined services, and tailored experiences for fans worldwide. Leveraging the Salesforce Data Cloud, the Club can unify its IT systems, bringing together data from sales, marketing, and service to create a seamless, data-powered ecosystem.
Tottenham Hotspur has already set the standard with its fully cashless stadium and world-class connectivity, making it a hub for cutting-edge technology. With the addition of Salesforce’s AI capabilities, the Club will be able to anticipate fan needs and provide more interactive and customized digital experiences, solidifying its position as a leader in fan-focused digital innovation.
Supporting Local Youth Through Digital Skills Training
Beyond transforming the digital fan experience, this partnership will also have a meaningful impact on the local community. Salesforce is committed to providing digital skills training and upskilling programs for young people in North London, equipping them with the knowledge needed to succeed in an increasingly tech-driven world. By focusing on STEM education, Tottenham Hotspur and Salesforce are working together to support the next generation, improving employment prospects and fostering local talent in areas such as engineering, software development, and digital marketing.
F1® DRIVE - London: Bringing Innovation to the Stadium
As part of the partnership, 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, developed in collaboration with Formula 1, aims to engage local youth in motorsport while highlighting career opportunities in engineering and technology. Through this collaboration, Tottenham Hotspur and Salesforce are driving awareness of STEM career paths and providing hands-on learning experiences in an exciting, real-world environment.
Statements from Tottenham Hotspur and Salesforce Leadership
Rob Pickering, Chief Technology Officer of Tottenham Hotspur, emphasized the dual impact of the partnership:
“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, echoed this sentiment, highlighting the value-driven approach of the partnership:
“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 I’m especially proud to be working with the Club to provide critical digital skills training and upskilling opportunities.”
A Future-Focused Partnership for Fans and Community
Tottenham Hotspur’s partnership with Salesforce represents a forward-looking approach that combines technology and community impact. By embracing Salesforce’s AI-driven CRM tools, the Club will be able to create a personalized and seamless digital experience for fans worldwide. Additionally, the collaboration’s emphasis on local youth development will provide invaluable resources for future talent, offering new pathways into careers within the tech and sports industries.
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