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Team GB and Salesforce Announce Long-Term Partnership

LONDON — July 6, 2021 — Salesforce, the global leader in CRM, today announced a new, long-term marketing partnership with Team GB to deliver marketing programs that will bring fans and Team GB closer together than ever before. Salesforce also announced as part of NBCUniversal’s bespoke Olympics partnership Salesforce will activate campaigns across Sky Europe including Great Britain over the next seven years.

As part of the marketing partnership, Salesforce will engage millions of fans around the world, building the most engaging fan community in sports for Great Britain. Salesforce will partner with Team GB, and use data to create data hubs and visualizations to help engage fans. Salesforce will also partner with Team GB athletes, through Trailhead, to reskill athletes during and post athletic careers.

“Our mission at Salesforce is to help customers achieve success from anywhere,” said Zahra Bahrololoumi, President and CEO, Salesforce UKI. “We’re incredibly proud to support Team GB by helping them do the same — engaging with their fans around the world.”

British Olympic Association CEO, Andy Anson, said: “Engaging with Team GB fans through an effective data strategy is at the heart of our plans for the next Olympic cycle. Working with a market leader like Salesforce is incredibly exciting for the BOA. We really couldn’t ask for a better equipped partner, whose expertise in this field will help drive the BOA forward and we’re excited to get started.”

This announcement builds on Salesforce’s multi-year partnership with Team USA and the LA28 Olympic and Paralympic Games. As a Founding Partner of the LA28 Olympic and Paralympic Games, Salesforce will provide Salesforce Customer 360 technology to deliver an engaging fan and athlete digital experience over the next seven years.

About The British Olympic Association:

The British Olympic Association (BOA) is the National Olympic Committee for Great Britain and Northern Ireland.  Its mission is to develop, promote and protect the Olympic Movement in our territory in accordance with the Olympic Charter. The BOA achieves this through:

• Working in partnership with our members and key stakeholders to deliver world-leading services and support to enable British athletes to reach their full potential at the Olympic Games, Olympic Winter Games and other IOC-sanctioned events                  

• Working in partnership with our members and key stakeholders to provide athletes with relevant support on the journey to, during and following their Olympic careers                    

• Engaging people throughout the United Kingdom to pursue their very own goals and dreams through the Olympic Values and the example of Team GB Olympians       

• Being the independent voice of Olympic Sport and collaborating with our members and other sport stakeholders, both domestically and internationally, to support the continued growth and overall health of the Olympic Movement in the UK           

For further information, please visit

About LA28

The LA28 Olympic and Paralympic Games will be a platform of inclusion and creativity for athletes and fans around the world, harnessing Los Angeles’ diversity, optimism and youthful energy. LA28 will mark Los Angeles’ third time to host the Olympic Games (previously hosted in 1984 and 1932) and first time to host the Paralympic Games. The LA28 Games Plan will use existing world-class stadiums and sports venues across the Los Angeles region, ensuring a sustainable and fiscally responsible event. The LA28 Games are independently operated by a privately funded, non-profit organization with revenue from corporate partners, consumer products, hospitality and ticketing programs and a significant contribution from the International Olympic Committee.

About Salesforce

Salesforce, the global CRM leader, empowers companies of every size and industry to digitally transform and create a 360° view of their customers. For more information about Salesforce (NYSE: CRM), visit:

Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase Salesforce applications should make their purchase decisions based upon features that are currently available. Salesforce has headquarters in San Francisco, with offices in Europe and Asia, and trades on the New York Stock Exchange under the ticker symbol "CRM." For more information please visit, or call 1-800-NO-SOFTWARE.


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