FIFA inks new deal with Salesforce ahead of World Cup 2026

Just days ahead of the FIFA World Cup 2026, FIFA has announced a new partnership with cloud-based software company, Salesforce, who will become the Official Tournament Supporter of 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, following a multi-tournament partnership. The partnership will be supported by Agentforce 360, the complete portfolio of Salesforce AI solutions that power the Agentic Enterprise, the work operating system. Salesforce’s technology will help FIFA with the operation of the tournament, engagement of fans and coordination with the host cities. 

FIFA will use Slack to coordinate workforce management across the 16 host cities in Mexico, Canada and the United States for the World Cup 2026 where 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, FIFA will use Slack and  Agentforce 360 Platform, which will power fan engagement across FIFA’s digital platforms, delivering always-on fan experiences.

Romy Gai, Chief Business Officer, FIFA, 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.”