Club unifies over 4.6 million fan accounts across 10+ systems, with new AI agent Ask Spurs achieving an 86% engagement rate.
Agentic transformation spans football, stadium events and commercial operations, while supporting community programmes to improve digital skills and career pathways for local young people.
LONDON, UK — 15 OCTOBER 2026 — Salesforce (NYSE: CRM), the world’s #1 AI CRM, today announced that Tottenham Hotspur is becoming an agentic enterprise, delivering more personalized, connected experiences for fans across every touchpoint, including a new AI agent, Ask Spurs, built on Agentforce.
From Fragmented Data to Intelligent Fan Engagement
Tottenham Hotspur’s digital transformation began with a fundamental challenge: Fan data was fragmented across dozens of ticketing, retail, hospitality, app, and web systems.
Over the past two years, the club has replaced approximately 30+ disparate systems and connected over 10 systems into a unified digital ecosystem. Salesforce Data 360, integrated with Snowflake through Zero Copy, now brings together over 4.6 million fan accounts into trusted SpursID profiles, to give Tottenham Hotspur a complete view of each fan.
This lets the club recognize fans across every touchpoint and deliver more relevant experiences, whether they’re buying a match ticket, engaging online, or visiting the stadium.
“Over the past two years, we’ve been transforming the technology behind our fan experience, connecting data and systems so we can see the full picture of every fan,” said Rob Pickering, Chief Technology Officer at Tottenham Hotspur. “Now we’re building on that foundation with Agentforce, helping us deliver faster, more personalized support at the scale of our global fanbase. Getting us here has been a huge effort for Tottenham Hotspur and Salesforce teams, and this is an exciting next step in that transformation.”
Ask Spurs: AI Support For Fans
One of the most exciting new developments is Ask Spurs, a multilingual Agentforce agent that fans can interact with on tottenhamhotspur.com and the Club App. Available in eleven languages, Ask Spurs gives fans instant, personalized answers on ticketing, memberships, retail, and stadium events, whether they’re a logged-in member or a first-time visitor browsing as a guest.
Ask Spurs has an 86% engagement rate, with 20% of interactions resolved by Agentforce alone, all grounded in trusted Spurs fan data. When Ask Spurs can’t resolve a question, it hands the conversation seamlessly to a human agent on the Tottenham Hotspur Support team.
Beyond the Pitch
Tottenham Hotspur Stadium has become a destination in its own right, hosting major sporting, concert and other large-scale events alongside football, including F1® DRIVE, the world’s first in-stadium karting experience. Salesforce helps the club connect with every visitor the stadium attracts, as well as its loyal football fanbase.
The Salesforce platform also powers Tottenham Hotspur’s commercial engine. The club now processes premium hospitality, conference and events bookings through a fully integrated Salesforce stack, replacing manual, spreadsheet-based contracts and finance tracking with automated quoting, contracting, and real-time payment visibility via Stripe and Workday.
In addition, Salesforce is supporting the Club’s official charity, Spurs in the Community, to become a leading provider of science, technology, engineering and maths (STEM) opportunities for young North Londoners. Last year, the organisation was able to open a dedicated STEM learning zone at its Percy House HQ next to the Stadium. Spurs in the Community is also delivering a programme in local secondary schools and sixth forms to help students prepare for a future shaped by AI and build confidence in using the technology in the workplace. The partnership helps address lower-than-average attainment and participation in STEM subjects across the local area.
“Tottenham Hotspur shows what’s possible when trusted data, CRM, and AI come together to solve a real business challenge. We are bringing humans, agents, and platforms together to serve fans in entirely new ways,” said Zahra Bahrololoumi CBE, CEO, Salesforce UK and Ireland. “Over the past two years, we’ve worked with the club to build the digital foundation needed to connect every fan interaction. Now, with Agentforce, that foundation is helping turn insight into action — delivering more personalized experiences for fans while helping the club operate more efficiently at scale.”
About Tottenham Hotspur
Founded in 1882, Tottenham Hotspur is a world-renowned football club based in north London. With a proud history of firsts—including becoming the first British club to win a major European trophy—the Club is known for playing with flair, style and passion. Tottenham Hotspur’s Men’s and Women’s teams compete at the highest levels of the English game – the Premier League and Women’s Super League respectively. The Club’s home, Tottenham Hotspur Stadium, is a leading sports and entertainment destination in London, while the work of its charitable arm, Spurs in the Community, drives positive social change in its local communities within North London.
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