ServiceNow expands Bundesliga deal to become Official CRM Partner
The platform resolves 89% of fan enquiries on first contact across seven digital intake channels.
Bundesliga, the top professional football league in Germany, has selected 
ServiceNow as its Official CRM Partner. The agreement expands on ServiceNow's existing role as the league's Official Workflow Partner. Bundesliga connects 36 clubs across its top two divisions and reaches audiences in more than 200 nations.
Bundesliga implemented ServiceNow Customer Service Management in August 2026. Since the rollout, the league has consolidated support operations from seven digital channels onto a single platform, up from five intake channels previously. The system now resolves 89% of fan enquiries at first contact.
The automation of recurring questions through a centralized knowledge base helped cut new fan case volumes by more than 50% compared to last season. For more complex requests, the platform uses Now Assist to supply service agents with summaries, relevant documentation and suggested answers.
Both organizations plan to broaden the platform across the wider Bundesliga ecosystem. Future initiatives include digital workflows for external service providers, partners and clubs, alongside a centralized digital portal for interactions between the league and its member teams.
Newsletter
Markets in your inbox, weekly
LATAM-focused analysis, investing ideas, and the week in finance.
Keep reading
