German football association DFL Deutsche Fußball Liga has agreed on a technology partnership with AI provider ServiceNow to orchestrate its platforms and transform business operations.
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, while improving the experience for partners, clubs and service providers, thereby also enhancing the relationship to the fans, according to DFL.
“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 goal.”
Robert Rosellen, Vice President and Country Manager, Germany, at 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.”
From products in the areas of IT service management, human resources and customer management to the automation of service requests and the standardisation 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, stresses DFL.
“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.”
Adding ServiceNow to its portfolio of technology partners, DFL can now build on the expertise of complementary technology providers. Amazon Web Services (AWS), DFL partner since 2020 on various cloud, machine learning and AI projects, also supports DFL’s long-term innovation strategy as official generative AI provider since 2024.
