FIFA Names Salesforce Official Tournament Supporter for 2026 and 2027 World Cups

FIFA has officially announced a landmark partnership with the world’s leading agentic customer relationship management platform, Salesforce, naming the enterprise software giant an Official Tournament Supporter of the FIFA World Cup 2026™ and the FIFA Women’s World Cup 2027™.

Technical Infrastructure and Multi-Tournament Integration

The dual-tournament agreement positions Salesforce technology at the core of FIFA’s modern digital infrastructure to optimise complex logistics, stakeholder management, and workforce coordination.

For the men’s tournament kicking off on Thursday, 11 June 2026, across Canada, Mexico, and the United States, the organisation will extensively deploy Slack as its central work operating system. Slack will serve as the real-time operational interface to synchronise communications, integrate specialised applications, and manage massive workforce workflows across the competition’s 16 designated host cities.

The second phase of the digital integration will target the FIFA Women’s World Cup 2027™ in Brazil, marking the historic first time the women’s showpiece tournament will be hosted in South America.

For the 2027 event, FIFA will pair Slack with the complete Agentforce 360 AI portfolio to transform its fan engagement ecosystem across digital applications.

The system will deploy autonomous AI agents capable of interpreting complex tournament data to provide human-level support, delivering highly personalised, always-on, omni-channel digital experiences for international supporters.

Commercial Strategy and Data Centralization

By utilising the wider Salesforce software ecosystem, including specialised tools for service, sales, and marketing, the governing body will centralise its operations into a unified interface.

This centralised data strategy will manage relationships with host city authorities, third-party suppliers, and internal volunteers while capturing real-time insights into fan behavior to maximise operational efficiency and accelerate commercial revenue growth streams.

The immense scale of the multi-tournament footprint provides Salesforce with an unparalleled international marketing platform to demonstrate the practical capabilities of its autonomous enterprise AI model, showcasing digital labor workflows to a combined global broadcasting audience projected to exceed five billion viewers.

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