Germany: DFL signs partnership with ServiceNow (AI) to optimise business operations

The Deutsche Fußball Liga has entered into a partnership with American software company ServiceNow to "orchestrate its platforms and transform business operations," announced the German Professional League on 19/08/2025.

Under the agreement, solutions developed by ServiceNow will replace the DFL's existing IT infrastructure and, through the use of AI, will "improve the experience for partners, clubs and service providers, and thereby also enhancing the relationship to the fans," according to the body. The services provided include the management of IT services and human resources, as well as the optimisation and automation of CRM.

This agreement complements the one signed by the DFL with Amazon Web Services, the specialist cloud services division of the American e-commerce group Amazon, on 20/03/2024. This partnership also includes generative AI and machine learning services, deployed around three main areas:
• the fan experience (with automated translation, personalisation and geolocation of content);
• media production (use of cloud infrastructures for the production of content and…