Tottenham Hotspur and Salesforce partner to enhance digital fan experience and provide employment opportunities for young people

Building on Salesforce's global partnership with F1 and its efforts to boost fan engagement, the brand will also become the Official CRM Partner of F1® DRIVE - London at Tottenham Hotspur Stadium - the world's first in-stadium karting experience. Tottenham Hotspur, Salesforce and F1 will work together to engage local youth in motorsport, and to highlight career opportunities for young people in engineering and software development.

Salesforce will also support our wider regeneration work in London N17, providing training and upskilling programmes to improve digital skills and employment prospects of those living within the local community.

Rob Pickering, Chief Technology Officer, Tottenham Hotspur, said: "This innovative partnership will see the integration of Salesforce's industry-leading software to create tailored, enriched digital experiences for our ever-growing fanbase.

"Importantly too, the partnership will be driven by purpose, with the delivery of vital STEM education to our local young people through Salesforce's expertise and leadership in its field."

Zahra Bahrololoumi CBE, CEO UK&I, Salesforce, said: "We're delighted to be deepening our valued partnership with Tottenham Hotspur to power its digital transformation, leveraging CRM, data, and AI to connect with its global fanbase in a whole new way.

"Salesforce has been at the forefront of values-led innovation for a quarter of a century and is now driving forward the third wave of autonomous AI with Agentforce. This year we opened our first AI Centre in London and I'm especially proud to be working with the Club to provide critical digital skills training and upskilling opportunities."