Key facts
- Salesforce named Official Tournament Supporter for FIFA World Cup 2026 and FIFA Women's World Cup 2027.
- Salesforce's Agentforce 360 AI platform and Slack will be deployed for tournament operations and fan engagement.
- The technology will manage operations, fan engagement, and communications across host cities and digital channels.
- Salesforce stock edged higher on the announcement but was down about 1% on the day.
- The deal arrives amid concerns about AI competition and recent below-consensus sales guidance.
Salesforce, Inc. announced it will serve as an Official Tournament Supporter for the FIFA World Cup 2026, hosted across Mexico, Canada, and the United States, and the FIFA Women's World Cup 2027 in Brazil. The company's stock saw a slight increase in morning trading following this announcement. Salesforce will deploy its Agentforce 360 AI platform and Slack across both tournaments to manage operations, coordinate workforce, enhance fan engagement, and facilitate communications with host cities, suppliers, and stakeholders. For the 2026 World Cup, Slack will be used to manage operations across 16 host cities, with the tournament expected to attract over 5 billion viewers. For the 2027 Women's World Cup, the Agentforce 360 platform will handle fan support through automated agents across FIFA's digital channels. This partnership is framed as a shared belief in intelligent, connected operations for major events. However, the deal comes at a challenging time for Salesforce, as the stock has faced pressure following below-consensus sales guidance and growing concerns about competition in the enterprise AI space. Salesforce recently declared a quarterly cash dividend of $0.44 per share.