Bundesliga is using ServiceNow’s CRM platform to centralise fan enquiries, automate routine responses and reduce customer service case volumes by more than 50%.
Bundesliga, the top professional football league in Germany, has selected ServiceNow, a Super Intelligence Control Tower for business reinvention, as its Official CRM Partner as it deepens its use of ServiceNow’s CRM platform to enhance fan experiences. The partnership adds to ServiceNow’s existing role as Official Workflow Partner. Since implementing ServiceNow Customer Service Management in August 2026, Bundesliga has consolidated fan services from seven digital channels onto a single platform, where 89% of fan enquiries are now resolved at first contact. Fans get faster, more consistent answers regardless of which channel they use, while customer service teams now handle less than half the case volume compared to last season.
Bundesliga (formerly DFL Deutsche Fußball Liga) is the association responsible for the organisation and marketing of German professional football, namely the top-tier leagues Bundesliga and Bundesliga 2. It connects 36 clubs and reaches fans in more than 200 nations. With this international reach comes a growing demand for fast, consistent and scalable fan services. Previously, enquiries were managed directly within various fan channels such as the Bundesliga app, website, email and social media. With ServiceNow, fan communication is managed through a single CRM platform to enable more consistent and automated responses with a clear view of each fan’s history.
Fan cases down more than 50% since the season start
ServiceNow CRM captures, categorises and routes incoming requests through Bundesliga’s service processes to help ensure each request can be managed more efficiently. Recurring questions are answered automatically through a centralised knowledge base. For more complex requests, Now Assist supports customer service teams with case summaries, relevant knowledge content and recommended responses. For fans, this means faster and more consistent answers, regardless of which digital channel they use.
Figures from the first weeks of the season show a clear and positive effect on case volume. The number of fan cases created fell by more than 50%, even though seven intake channels now run on a single platform instead of five. Bundesliga attributes this to the automation of recurring enquiries and the central knowledge base that can answer standard questions before a case is created.
From fan services to a platform for the entire Bundesliga ecosystem
Fan services is only one part of the joint technology roadmap. Bundesliga and ServiceNow plan to extend the platform to additional stakeholders and processes across the Bundesliga ecosystem. This is expected to include digital workflows for external service providers, partners and the clubs. A centralised club portal, for example, will provide a structured digital interface for requests and services between Bundesliga and its clubs. With ServiceNow, Bundesliga is creating a single platform that connects fans, clubs, partners and internal teams, while bringing together information and workflows across organisational boundaries.
“The Bundesliga’s success is built on passionate fans, packed stadiums and authentic club cultures. As we continue to innovate digitally, ServiceNow CRM has transformed how we engage with our audience, bringing fan interactions from multiple channels into one intelligent platform. By combining automation and actionable insights, we have achieved first-contact resolution rates of 89% while reducing case volumes by more than half. These capabilities help us strengthen fan relationships at scale and move closer to our vision of becoming the world’s most fan-centric sports league,” said Bastian Zuber, Chief Product and Technology Officer of Bundesliga Media.
“Bundesliga is a great example of what happens when you connect the entire customer experience on one intelligent platform,” said Paul Fipps, President, Global Customer Operations at ServiceNow. “They’re resolving 89% of fan inquiries on the first contact by getting every question to the right place with the right knowledge. That’s what makes ServiceNow CRM different. We connect the work behind the customer experience helping organisations move faster, deliver better experiences, and scale what works.”
