The DFL Deutsche Fußball Liga has announced a significant technology partnership with AI provider ServiceNow. This collaboration aims to revolutionize the league's business operations by implementing ServiceNow's platform as its core AI solution. This replaces legacy systems and promises increased automation and efficiency across all workflows.
The impact will be felt throughout the DFL's global ecosystem, benefiting partners, clubs, and service providers. Ultimately, this improved efficiency should directly translate into an enhanced experience for fans. “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,” stated 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, highlighted the significance of the partnership: “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.”
ServiceNow's AI platform will address various areas, including IT service management, human resources, and customer management. It will also automate service requests and standardize the system landscape, particularly in CRM. The DFL emphasizes that this will provide efficient solutions for all stakeholders while furthering its digital and direct-to-consumer ambitions.
Merkel further emphasized the importance of the clubs and partners within the DFL ecosystem: “Our clubs and partners are at the heart of the DFL ecosystem,” he said. “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.”
This partnership complements DFL's existing collaborations. Amazon Web Services (AWS), a DFL partner since 2020, continues to support the league's innovation strategy as the official generative AI provider since 2024.