ServiceNow expands partnership with Bundesliga to become official CRM partner

ServiceNow has become the Bundesliga's Official CRM Partner, extending an existing workflow partnership to cover fan engagement operations. The Bundesliga has moved seven digital fan channels onto one ServiceNow CRM platform, achieving 89% first-contact resolution for inquiries, with early-season fan case creation falling more than 50% due to automated responses and a centralized knowledge base. The parties intend to extend the platform across the Bundesliga ecosystem, including a centralized club portal for requests between the league and its clubs.