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FIFA has strengthened its commercial and technology ecosystem by appointing Salesforce as an official tournament supporter of the FIFA World Cup 2026 and FIFA Women’s World Cup 2027, bringing one of the world’s leading artificial intelligence and customer relationship management companies into its growing roster of global partners.
The agreement will see Salesforce provide technology solutions aimed at enhancing tournament operations, stakeholder collaboration and fan engagement across FIFA’s two flagship international competitions. Leveraging its AI-powered Agentforce platform and workplace collaboration tool Slack, the company will support FIFA’s efforts to deliver seamless experiences both behind the scenes and across its digital fan ecosystem.
For the FIFA World Cup 2026, which will be jointly hosted by the United States, Canada and Mexico, Slack will serve as a key operational platform connecting FIFA, host cities, volunteers, commercial partners and tournament staff. The technology is expected to streamline communication and workflow management across what will be the largest FIFA World Cup ever staged, featuring 48 teams and 104 matches.
At the FIFA Women’s World Cup 2027 in Brazil, Salesforce will deploy its Agentforce platform to help FIFA deliver more personalised and responsive fan experiences. Through AI-driven capabilities, the platform will support customer service, digital engagement and real-time interactions with supporters across multiple channels.
Commenting on the partnership, FIFA’s Chief Business Officer, Romy Gai, 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.”
Patrick Stokes, President and Chief Marketing Officer at Salesforce, added, “Football is the world’s game, bringing together billions of people through shared passion and unforgettable moments. We are honoured to have Salesforce technology support two of the world’s most iconic sporting events. Together, we look forward to helping create more connected experiences for fans, Host Cities and other stakeholders while showcasing the potential of artificial intelligence and digital innovation on a truly global stage.”
The deal further expands Salesforce’s growing footprint in global sports. The company maintains commercial relationships with Formula 1, McLaren Racing and Tottenham Hotspur, while former Indian cricket team captain Rahul Dravid serves as a brand ambassador in the Indian market.
For FIFA, the agreement adds another major multinational brand to an increasingly impressive commercial portfolio ahead of the 2026 World Cup. Salesforce joins a sponsorship lineup that includes the Public Investment Fund (PIF), Marriott Bonvoy, Fanatics, LEGO, Globant and Boggi Milano, underscoring the commercial momentum building around FIFA’s next cycle of global tournaments.
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