Tottenham Hotspur names Salesforce as CRM partner

Premier League outfit Tottenham Hotspur have revealed Salesforce as the club’s new customer relationship manager (CRM) partner.

The company’s AI-powered platform will aim to enhance the experience across Spurs’ digital touchpoints, providing personalised engagement for fans.

The deal is intended to enhance the club’s IT system, integrating data across sakes, marketing and service, as well as using AI to help speed up decision making and anticipate fan needs.

As part of the agreement, the company will additionally offer training programmes to develop digital skills and employment prospect for those living within the team’s local community in North London.

The partnership also includes Drive, the karting experience at the club’s 62,850-seat Tottenham Hotspur Stadium home.

Spurs will collaborate with Salesforce and Formula 1 in order to drive youth engagement within motorsport, and to promote career opportunities for young people across engineering and software development.

“This innovative partnership will see the integration of Salesforce’s industry-leading software to create tailored, enriched digital experiences for our ever-growing fanbase,” said Rob Pickering, Chief Technology Officer at Tottenham Hotspur.

“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.”

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