As Official Workflow Partner of the DFL Deutsche Fußball Liga, ServiceNow becomes core platform to improve employee satisfaction, club and customer experience, enhancing the relationship with fans of Germany’s premier football league.
ServiceNow, the AI platform for business transformation, announced a technology partnership with the DFL Deutsche Fußball Liga, the association responsible for the organization and marketing of German professional football, namely the top-tier leagues Bundesliga and Bundesliga 2. As the Official Workflow Partner, ServiceNow is replacing legacy systems and becoming the core AI platform to improve automation and efficiency in DFL’s business workflows, directly impacting the interaction with their global ecosystem. With ServiceNow, DFL will be able to improve the experience for partners, clubs and service providers, and thereby also enhance the relationship with the fans for the Bundesliga, one of the world’s most iconic football leagues.
“DFL stakeholders—be it clubs, partners, service providers or our own employees—expect high-level experiences, and we’re focused on setting new standards in this respect,” says DFL CEO Steffen Merkel. “By partnering with ServiceNow, we’re transforming how we collaborate across our global ecosystem—leveraging automated workflows and services on a unified platform that supports our growth and strategic goal.”
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“Bundesliga is a global brand with deep roots in German culture and an ecosystem that spans continents,” says Robert Rosellen, vice president and country manager, Germany, ServiceNow. “We’re proud that the DFL has chosen to work with the ServiceNow AI platform to build a digital foundation that connects employees, clubs, and partners through AI powered workflows and real-time experiences. This partnership is about creating meaningful synergies that resonate far beyond the technology itself.”
Powering the Bundesliga’s Platforms and Workflows
From products in the areas of IT service management, human resources and customer management to the automation of service requests and the standardization of the system landscape, particularly in the area of CRM, the AI platform will provide efficient solutions to all DFL stakeholders while supporting the group’s digital and direct-to-consumer ambitions.
Transforming the Partner and Club Experience
The partnership between ServiceNow and DFL is not only transforming workflows and customer experience, but also how clubs, partners and the DFL and its subsidiaries operate behind the scenes. CRM on the ServiceNow AI Platform accelerates request resolution, boosts productivity, and strengthens collaboration between clubs and partners. IT Service Management ensures high-quality, reliable IT services with reduced downtime and greater operational efficiency. HR Service Delivery streamlines processes like player transfers, freelancer management, and scheduling, enhancing employee satisfaction and decision-making through data-driven insights. Media and business partners will benefit from enhanced collaboration tools and scalable solutions across digital channels.
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“Our clubs and partners are at the heart of the DFL ecosystem,” says Merkel. “By equipping it with a powerful AI-driven platform, we’re enabling faster decision-making, deeper insights, and more meaningful connections with all internal and external stakeholders.” The Bundesliga’s adoption of ServiceNow solutions marks a significant milestone as one of Germany’s most iconic sports organizations becomes a new customer of the AI-powered platform. This partnership not only underscores ServiceNow’s growing momentum in the region but also showcases the power of its capabilities to unify complex ecosystems, drive innovation, and deliver exceptional experiences at scale. As a flagship example of digital transformation in German sport and entertainment, the Bundesliga is setting a new standard for how they connect with the entire ecosystem in the age of AI.
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Source – Businesswire
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