ServiceNow, a leading AI platform for business transformation, has entered into a groundbreaking technology partnership with the DFL Deutsche Fußball Liga, the governing body responsible for organizing and marketing German professional football, including the Bundesliga and Bundesliga 2. As the Official Workflow Partner, ServiceNow is replacing legacy systems and bringing in its AI-driven platform to streamline operations, automate processes, and drive efficiency throughout the DFL’s ecosystem. This change won’t just support partners, clubs, and service providers it will also make the experience even better for fans of one of the world’s most iconic football leagues.
Highlighting the significance of this partnership, DFL CEO Steffen Merkel stated, “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. 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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ServiceNow echoed this vision, with Robert Rosellen, vice president and country manager, Germany, emphasizing, “Bundesliga is a global brand with deep roots in German culture and an ecosystem that spans continents. 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.”
Driving Digital Transformation in German Football
Through ServiceNow’s platform, the DFL will modernize critical areas such as IT service management, HR, and customer relationship management (CRM). The adoption of automation and standardized workflows will eliminate inefficiencies, accelerate service requests, and enhance collaboration across all levels of the organization. In particular, CRM on the ServiceNow AI Platform will speed up request handling, improve productivity, and foster stronger communication between clubs and partners.
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Moreover, the HR Service Delivery module will bring automation to key operations like player transfers, freelancer management, and scheduling. This will not only boost employee satisfaction but also empower decision-makers with data-driven insights. For media and business partners, ServiceNow’s tools will make it easier to collaborate across digital channels helping them connect more smoothly and build even stronger engagement with the Bundesliga brand..
Merkel reinforced this transformation by adding, “Our clubs and partners are at the heart of the DFL ecosystem. 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.”
Setting a New Standard in Sports and Entertainment
The Bundesliga’s adoption of ServiceNow marks a milestone in German sports, positioning the league as a pioneer in digital transformation. This collaboration not only reflects ServiceNow’s growing influence in the region but also demonstrates the potential of AI-powered platforms to unify complex ecosystems and deliver exceptional experiences on a global scale. By integrating innovation into its core operations, the Bundesliga is setting a new standard for how sports organizations connect with fans, partners, and stakeholders in the age of AI.
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