Salesforce has announced a landmark partnership, becoming an 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.
The multi-tournament partnership brings together the most-watched sporting events on the planet with Agentforce 360, the complete portfolio of Salesforce AI solutions that power the Agentic Enterprise — built on Slack, the work operating system where AI is multiplayer, right in the flow of work where your people already are.
FIFA World Cup 26™ will kick off across Mexico, Canada and the US this summer and will be the largest tournament in FIFA history with 48 teams and an expected global audience of more than 5-billion. Salesforce technology will play a central role in how the tournament operates, engages fans, and coordinates with host cities.
FIFA World Cup 26 will deploy Slack to coordinate workforce management across the 16 host cities in Mexico, Canada and the United States. 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 in Brazil, both Slack and Agentforce 360 Platform will power fan engagement across FIFA’s digital platforms, delivering always-on fan experiences. Autonomous agents will reason over tournament data to provide human-level support, empowering fans with personalized omni-channel interactions.
Both tournaments will use the Salesforce ecosystem — including Agentforce Service, Sales, and Marketing — to manage relationships and communications with host cities, suppliers, and stakeholders. By integrating Agentforce 360 and Slack, tournament coordination, stakeholder communications, and fan engagement is brought directly into the flow of work.
This unified foundation enables the organisation to automate interactions, drive revenue growth, and maximise operational efficiency.
“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,” says Patrick Stokes, president and chief marketing officer of Salesforce. “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.”
”The greatest tournaments require the very best partners alongside us,” says Romy Gai, chief business officer at FIFA. “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.”