Salesforce connects the world’s top sports organizations to their fans on a single platform. With unified data and trusted AI, they’re streamlining operations, scaling business, and driving excitement before, during, and after the game.
Extend the power of every team, coach, analyst, and commentator. With Agentforce, limitless digital labor acts on data to help you deliver infinitely rich, personalized fan experiences at scale.
Powered by Agentforce and launching in February, Fan Caddie is a second-screen AI companion within the LIV Golf mobile app that’s like watching golf with a digital pro by your side. It will answer real-time questions during gameplay, give tournament insights, recommend merchandise for purchase, and personalize customer service. For commentators, Salesforce Agent Caddie delivers predictive shot outcomes, optimal golf strategies, contextual stats, and narrative cues during broadcasts for enhanced live coverage. Learn more
Agentforce handles thousands of routine, game-day service inquiries so human agents can support more complex cases. On the field, players and coaches get AI performance analysis before every game. Then, through an integration with Fox broadcaster commentary, those insights are used to enrich forecasting during pre-game segments. Read the blog
Meet fans where they are with real-time personalization across channels, apps, streaming and broadcast. Deliver hyper-relevant recommendations powered by AI.
Spurs will use data and AI to create uniquely personalized fan experiences like merchandise recommendations, relevant match day messaging, and 24/7 support. They’ll provide real-time insights that help the club build stronger connections with their global fanbase. Read the press release
Formula 1® transforms fan data into tailor-made experiences. F1® Unlocked provides a central hub where fans get exclusive content and prizes based on their profiles. Every communication reflects F1's understanding of who fans are, what drivers they follow, and how they've previously engaged. This creates real-time experiences that help millions of global fans feel personally connected to the sport. Learn more
McLaren Racing uses detailed customer data to personalize experiences. Whether it's VIP access to new merchandise or exclusive competitions based on location and interests, deeply integrated AI helps the Team deliver more of what fans love. For guests attending McLaren Racing events, the Paddock Club provides seamless hospitality with digital wallet integrations, event passes, and curated trackside content. Read the story
Empower cross-functional teams, partners, and vendors to operate with the speed and agility of a winning team. All on one integrated platform.
Agentforce for Slack brings limitless digital labor and human collaboration together to power the operational engine behind LIV Golf events. AI agents help global teams coordinate across geographies and timezones, personalize local fan communities, and surface insights in an instant. Learn more
Agentforce helps the Indiana Fever simplify sales operations with automated emails and AI lead scoring. Now, reps can respond to low-scoring customer surveys in minutes instead of their previous 7-10 business days. And they’ll use agents to evaluate lead-maturation more efficiently, prioritize call lists, and close deals faster. Read the story
Leveraging Salesforce technology, we create extraordinary fan experiences by delivering personalized engagement at scale.
Donna Birkett BaidaDirector of Marketing, Formula 1®
They can take a turn at 200 miles per hour, but can they build an AI agent to make trading cards of each other?
Learn how Formula 1® is building an agent-first engagement system to handle outreach, save time, and improve outcomes.
Hear LIV Golf CEO Scott O’Neil and global golf superstar and LIV Golf Team Captain Bryson DeChambeau on how LIV Golf uses Agentforce to bring fans closer to the action at scale.
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