SportTech
Tottenham Hotspur has become an ‘agentic enterprise’ via tech platform Salesforce.
The customer relationship management (CRM) system says it will help to deliver more personalised, connected experiences for fans across every touchpoint – including a new AI agent, Ask Spurs, built on Agentforce.
Tottenham’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 Spurs a complete view of each fan.
This allows the club to recognise 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, CTO at Tottenham.
“Now we’re building on that foundation with Agentforce, helping us deliver faster, more personalised 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 is a multilingual Agentforce agent that fans can interact with on tottenhamhotspur.com and the club app. Available in 11 languages, Ask Spurs gives fans instant, personalised answers on ticketing, memberships, retail and stadium events, whether they’re a logged-in member or a first-time visitor browsing as a guest.
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Ask Spurs has an 86% engagement rate, with 20% of interactions resolved by Agentforce alone, according to Salesforce. When Ask Spurs can’t resolve a question, it hands the conversation to a human agent on the Tottenham support team.
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.
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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 personalised experiences for fans while helping the club operate more efficiently at scale.”