ServiceNow Expands AI Reach in German Football Through Partnership with DFL

ServiceNow, Inc. (NOW) has partnered with the DFL Deutsche Fußball Liga to become the official Workflow Partner for the German company. The partnership will replace legacy systems and leverage ServiceNow's AI platform to enhance workflows, improve automation, and efficiency. This deal will set new standards in the industry and expand ServiceNow's AI reach.

ServiceNow, Inc. (NOW), a leading provider of AI-driven business transformation solutions, has announced a significant partnership with the DFL Deutsche Fußball Liga (DFL), the organization responsible for the organization and marketing of German professional football, including the top-tier leagues Bundesliga and Bundesliga 2. As the Official Workflow Partner, ServiceNow will replace legacy systems and become the core AI platform to enhance automation and efficiency in DFL's business workflows [1].

The partnership aims to improve the experience for partners, clubs, and service providers, ultimately enhancing the relationship with fans of Germany's premier football league. By leveraging ServiceNow's AI platform, DFL will be able to streamline various processes, including IT service management, human resources, and customer management, to provide efficient solutions for all stakeholders [1].

"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," said 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 goals" [1].

Robert Rosellen, vice president and country manager, Germany, ServiceNow, added, "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" [1].

The partnership will also transform the experience for clubs and partners by accelerating request resolution, boosting productivity, and strengthening collaboration. IT Service Management will ensure high-quality, reliable IT services with reduced downtime and greater operational efficiency, while HR Service Delivery will streamline processes like player transfers and scheduling, enhancing employee satisfaction and decision-making through data-driven insights [1].

"Our clubs and partners are at the heart of the DFL ecosystem," said 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" [1].

The adoption of ServiceNow solutions by the Bundesliga marks a significant milestone as one of Germany's most iconic sports organizations becomes a new customer of the AI-powered platform. This partnership underscores ServiceNow's growing momentum in the region and showcases the power of its capabilities to unify complex ecosystems, drive innovation, and deliver exceptional experiences at scale [1].

References:
[1] https://www.marketscreener.com/news/servicenow-named-workflow-partner-of-the-dfl-deutsche-fussball-liga-ce7c51dcdc8cf622