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The Deutsche Fußball Liga (DFL) has announced a new technology alliance with ServiceNow to modernize its platforms and streamline business operations. As the league’s Official Workflow Partner, ServiceNow will replace legacy systems and serve as the central AI-driven engine for workflow automation and efficiency, strengthening DFL’s interaction with its global network of partners, clubs, and service providers — and ultimately enriching the fan experience.
“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,” says 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.”
The collaboration will see ServiceNow solutions applied across IT service management, HR, and customer service functions, as well as in automating service requests and standardizing CRM-related processes. By embedding AI and automation into these areas, DFL aims to deliver greater efficiency and reliability to all stakeholders while advancing its broader digital and direct-to-consumer strategy.
“Bundesliga is a global brand with deep roots in German culture and an ecosystem that spans continents,” says Robert Rosellen, Vice President and Country Manager, Germany, ServiceNow. “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.”
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