FIFA inks deal with Salesforce ahead of World Cup 2026
The Fédération Internationale de Football Association, the world football–governing body, has announced a partnership with cloud-based software company Salesforce, roping it in as an Official Tournament Supporter of the 2026 FIFA World Cup in North America and Europe as well as the 2027 FIFA Women’s World Cup 2027 in North America and the host country Brazil.
The partnership will be supported by Agentforce 360, the complete portfolio of Salesforce’s AI solutions that power the built-on-Slack Agentic Enterprise. Salesforce tech will help FIFA with the tournaments’ operation, fan engagement, and coordination with host cities.
FIFA will use Slack to coordinate workforce management across the 16 World Cup 2026 host cities in Mexico, Canada, and the US, where Slack will serve as an operational surface for workforce, apps, and AI-powered workflows. For next year’s Women’s World Cup, FIFA will use Slack and Agentforce 360 to power fan engagement across FIFA’s digital platforms, delivering always-on fan experiences.
Romy Gai, FIFA Chief Business Officer, commented:
“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.”
Patrick Stokes, President and CMO, Salesforce, added:
“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.”
