{"id":74441,"date":"2026-10-15T08:00:00","date_gmt":"2026-10-15T07:00:00","guid":{"rendered":"https:\/\/www.salesforce.com\/press-releases\/2026\/10\/15\/tottenham-hotspur-becomes-agentic-enterprise-with-agentforce\/"},"modified":"2026-10-14T20:23:34","modified_gmt":"2026-10-14T19:23:34","slug":"tottenham-hotspur-becomes-agentic-enterprise-with-agentforce","status":"publish","type":"sf_press_release","link":"https:\/\/www.salesforce.com\/uk\/news\/press-releases\/2026\/10\/15\/tottenham-hotspur-becomes-agentic-enterprise-with-agentforce\/","title":{"rendered":"Tottenham Hotspur Launches Ask Spurs on Agentforce\u00a0"},"content":{"rendered":"\n

Club unifies over 4.6 million fan accounts across 10+ systems, with new AI agent Ask Spurs achieving an 86% engagement rate.<\/em><\/p>\n\n\n\n

Agentic transformation spans football, stadium events and commercial operations, while supporting community programmes to improve digital skills and career pathways for local young people<\/em>.<\/p>\n\n\n\n

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LONDON, UK \u2014 15 OCTOBER 2026<\/strong> \u2014 Salesforce (NYSE: CRM), the world\u2019s #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<\/a>, Ask Spurs, built on Agentforce<\/a>.<\/p>\n\n\n\n

From Fragmented Data to Intelligent Fan Engagement<\/strong><\/h2>\n\n\n\n

Tottenham Hotspur\u2019s digital transformation began with a fundamental challenge: Fan data was fragmented across dozens of ticketing, retail, hospitality, app, and web systems.<\/p>\n\n\n\n

Over the past two years<\/a>, the club has replaced approximately 30+ disparate systems and connected over 10 systems into a unified digital ecosystem. Salesforce Data 360<\/a>, integrated with Snowflake<\/a> through Zero Copy<\/a>, now brings together over 4.6 million fan accounts into trusted SpursID profiles, to give Tottenham Hotspur a complete view of each fan.<\/p>\n\n\n\n

This lets the club recognize fans across every touchpoint and deliver more relevant experiences, whether they\u2019re buying a match ticket, engaging online, or visiting the stadium.<\/p>\n\n\n\n

\u201cOver the past two years, we\u2019ve been transforming the technology behind our fan experience, connecting data and systems so we can see the full picture of every fan,\u201d said Rob Pickering, Chief Technology Officer at Tottenham Hotspur. \u201cNow we\u2019re 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.\u201d<\/p>\n\n\n\n

Ask Spurs: AI Support For Fans <\/strong><\/h2>\n\n\n\n

One of the most exciting new developments is Ask Spurs, a multilingual Agentforce agent that fans can interact with on tottenhamhotspur.com<\/a> and the Club App. Available in eleven languages, Ask Spurs gives fans instant, personalized answers on ticketing, memberships, retail, and stadium events, whether they\u2019re a logged-in member or a first-time visitor browsing as a guest.<\/p>\n\n\n\n

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\u2019t resolve a question, it hands the conversation seamlessly to a human agent on the Tottenham Hotspur Support team. <\/p>\n\n\n\n

Beyond the Pitch<\/strong><\/h2>\n\n\n\n

Tottenham Hotspur Stadium<\/a> has become a destination in its own right, hosting major sporting, concert and other large-scale events alongside football, including F1\u00ae 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. <\/p>\n\n\n\n

The Salesforce platform also powers Tottenham Hotspur\u2019s 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.<\/p>\n\n\n\n

In addition, Salesforce is supporting the Club\u2019s 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.<\/p>\n\n\n\n

\u201cTottenham Hotspur shows what\u2019s 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,\u201d said Zahra Bahrololoumi CBE, CEO, Salesforce UK and Ireland. \u201cOver the past two years, we\u2019ve 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 \u2014 delivering more personalized experiences for fans while helping the club operate more efficiently at scale.\u201d<\/p>\n\n\n\n