Salesforce joins FIFA as World Cup 2026 and Women’s World Cup 2027 supporter
Salesforce has joined FIFA as an Official Tournament Supporter for the FIFA World Cup 2026 and FIFA Women’s World Cup 2027, supplying AI, CRM and collaboration tools to run operations across Host Cities and personalise fan engagement at scale.
Salesforce has been named an Official Tournament Supporter of the FIFA World Cup 2026 and the FIFA Women’s World Cup 2027, extending FIFA’s technology partner roster as it prepares to deliver two of its biggest commercial and operational moments.The partnership is designed to strengthen tournament delivery and fan engagement, with FIFA and Salesforce positioning the deal as an operations platform play as much as a marketing association.Salesforce and FIFA said Slack and the Agentforce 360 portfolio will be used across workforce management, tournament operations and digital engagement, linking internal coordination with fan-facing experiences across both competitions.Romy Gai, FIFA’s chief business officer, said: “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. "We are delighted to welcome Salesforce as an Official Tournament Supporter of the FIFA World Cup 2026 and FIFA Women’s World Cup 2027.”The FIFA World Cup 2026 will be staged across Canada, Mexico and the United States and will expand to 48 teams and 104 matches, increasing the operational burden across 16 Host Cities and amplifying the value of consistent, centralised coordination.Salesforce said Slack will be used as a collaboration layer for workforce management across Host Cities, with tournament teams able to integrate apps and workflows and coordinate decisions in real time.The Women’s World Cup 2027 in Brazil will use both Slack and Agentforce 360 to support fan engagement across FIFA’s digital platforms, with Salesforce describing an “always-on” model aimed at delivering personalised interactions across channels.Patrick Stokes, president and chief marketing officer at Salesforce, said: “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.“Together, we’ll show what’s possible when the world’s most-loved game meets the world’s #1 AI CRM, connecting fans, stakeholders, and host cities like never before.”Beyond collaboration and fan servicing, the deal also covers stakeholder communications, with Salesforce tools in service, sales and marketing set to support relationships with Host Cities, suppliers and other tournament stakeholders.The strategic logic for FIFA is tighter control of workflows and communications across a larger event footprint, alongside richer data signals that can improve digital product performance and partner servicing during high-demand tournament windows.The partnership also reinforces the broader shift in event delivery towards integrated platforms that connect operations, commercial stakeholders and fans, with World Cup-scale competitions increasingly judged on the consistency of experience as much as the on-pitch product.