The FIFA World Cup 2026 in North America and Europe and the FIFA Women’s World Cup 2027 in North America and the host country Brazil have tapped Salesforce as an official tournament supporter.
The multi-tournament partnership brings together the most-watched sporting events in the world with Agentforce 360. Salesforce technology will play a central role in how the tournaments operate, engage fans, and coordinate with host cities.
FIFA World Cup 26 deployed Slack to coordinate workforce management across the 16 host cities in Mexico, Canada and the United States. Slack will serve as an operational surface for workforce, apps, and AI-powered workflows to work together in real time.
For the 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, enabling fans with personalized omni-channel interactions.
Both tournaments will use the 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 the flow of work. This unified foundation enables the organization to automate interactions, drive revenue growth, and maximize operational efficiency.
“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.
Romy Gai, chief business officer at FIFA, said 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.
