Tottenham Hotspur has introduced an AI-powered digital assistant through Salesforce Agentforce as part of a wider Digital Transformation programme that has consolidated more than 4.6 million fan accounts and modernised the club’s commercial operations.
Tottenham Hotspur has expanded its partnership with Salesforce to introduce Agentic AI capabilities designed to improve fan engagement, streamline customer support and strengthen commercial operations.
The football club has launched Ask Spurs, a multilingual AI assistant built on Salesforce Agentforce, enabling supporters to access personalised information about tickets, memberships, retail purchases and stadium events.
The deployment follows a two-year Digital Transformation programme aimed at connecting previously fragmented customer information across the club’s ticketing, retail, hospitality, mobile application and website systems.
During this period, Tottenham Hotspur replaced more than 30 separate systems and connected over 10 platforms into a unified digital environment.
Salesforce Data 360, integrated with Snowflake through Zero Copy technology, now brings together more than 4.6 million fan accounts into consolidated SpursID profiles.
The integration provides the club with a more comprehensive view of individual supporters and enables more consistent engagement across digital and physical channels.
Rob Pickering, Chief Technology Officer at Tottenham Hotspur, said: “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. 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.”
AI-powered support for supporters
Ask Spurs is available through the Tottenham Hotspur website and the club’s mobile application, providing assistance in 11 languages.
The assistant can respond to questions from existing members and first-time visitors, using the club’s consolidated customer information to provide relevant answers.
According to Salesforce, Ask Spurs has achieved an 86% engagement rate, with 20% of interactions resolved entirely through Agentforce.
When the assistant cannot resolve an enquiry, it transfers the conversation to a member of Tottenham Hotspur’s customer support team.
The approach is intended to improve response times while allowing human employees to focus on enquiries requiring additional assistance.
Modernising commercial operations
Beyond supporter engagement, Salesforce technology is also being used to support Tottenham Hotspur’s commercial activities.
The club operates a multi-purpose stadium that hosts football matches, concerts, major sporting events and other entertainment activities.
Salesforce enables the organisation to connect customer interactions across these different events and services.
The club has also modernised its premium hospitality, conference and events booking processes.
Previously, these activities relied on manual contracts and spreadsheet-based financial tracking.
The integrated Salesforce environment now supports automated quotations, contracting and real-time payment visibility through connections with Stripe and Workday.
The changes are designed to improve operational efficiency and provide greater visibility across commercial transactions.
Supporting digital skills development
The partnership also extends to Tottenham Hotspur’s charitable organisation, Spurs in the Community.
Salesforce is supporting initiatives designed to improve science, technology, engineering and mathematics (STEM) education and digital skills among young people in North London.
The charity opened a dedicated STEM learning zone at its Percy House headquarters near the stadium last year.
It is also delivering programmes in local secondary schools and sixth forms to help students develop confidence in using AI and prepare for technology-related careers.
Zahra Bahrololoumi CBE, CEO of Salesforce UK and Ireland, said: “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. 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.”
The deployment demonstrates how Tottenham Hotspur is combining customer data, Artificial Intelligence and automated business processes to support its wider Digital Transformation strategy.
