Salesforce (NYSE: CRM) announced a partnership with FIFA to serve as an Official Tournament Supporter for the FIFA World Cup 2026 in North America and the FIFA Women's World Cup 2027 in Brazil and North America.

The FIFA World Cup 2026 will take place across 16 host cities in Mexico, Canada and the United States. The tournament will feature 48 teams and FIFA expects a global audience of more than 5 billion viewers. Salesforce will deploy Slack to coordinate workforce management across the host cities during the tournament.

For the FIFA Women's World Cup 2027 in Brazil, Salesforce will use both Slack and its Agentforce 360 Platform to power fan engagement across FIFA's digital platforms. The company stated that autonomous agents will provide support and personalized interactions for fans.

Both tournaments will use Salesforce's ecosystem, including Agentforce Service, Sales, and Marketing tools, to manage communications with host cities, suppliers, and stakeholders. The technology aims to integrate tournament coordination, stakeholder communications, and fan engagement into unified workflows.

"The FIFA World Cup is the moment the world stops to watch, and delivering it is one of the most complex undertakings in global sport," said Patrick Stokes, President and CMO of Salesforce. "We're honored to partner with FIFA World Cup 2026 and FIFA Women's World Cup 2027 to bring the power of the Agentic Enterprise to two historic tournaments."

Romy Gai, Chief Business Officer at FIFA, said the partnership will help support the delivery of the competitions by connecting teams, host cities, volunteers, partners and fans through digital solutions.

The information was announced in a company press release.