Tottenham Hotspur Launches Ask Spurs, an Agentforce AI Agent for Fans

From scattered systems to one fan view

According to Salesforce, Tottenham Hotspur's fan data was previously fragmented across dozens of ticketing, retail, hospitality, app and web systems. Over the past two years, the club has replaced approximately 30+ disparate systems and connected over 10 systems into a unified digital ecosystem.

Salesforce Data 360, integrated with Snowflake through Zero Copy, now brings together over 4.6 million fan accounts into SpursID profiles. This gives the club a complete view of each fan, so it can recognize them whether they are buying a match ticket, engaging online or visiting the stadium.

Rob Pickering, Chief Technology Officer at Tottenham Hotspur, said the club has spent two years "connecting data and systems so we can see the full picture of every fan." He added that the club is now building on that foundation with Agentforce.

How Ask Spurs works

Ask Spurs is a multilingual Agentforce agent available on tottenhamhotspur.com and the Club App. It supports eleven languages and gives fans instant, personalized answers on ticketing, memberships, retail and stadium events. It works for logged-in members and for first-time visitors browsing as guests.

Salesforce reports that Ask Spurs has an 86% engagement rate, with 20% of interactions resolved by Agentforce alone. According to the company, its answers are grounded in trusted Spurs fan data. When the agent cannot resolve a question, it hands the conversation to a human agent on the Tottenham Hotspur Support team.

Stadium events, commercial operations and community work

The agentic push extends beyond fan support. Tottenham Hotspur Stadium now hosts major sporting, concert and other large-scale events alongside football, including F1® DRIVE, described as the world's first in-stadium karting experience. Salesforce says it helps the club connect with every visitor the stadium attracts.

On the commercial side, the club now processes premium hospitality, conference and events bookings through a fully integrated Salesforce stack. This replaces manual, spreadsheet-based contracts and finance tracking with automated quoting, contracting and real-time payment visibility via Stripe and Workday.

Salesforce is also supporting Spurs in the Community, the club's official charity, in becoming a leading provider of science, technology, engineering and maths (STEM) opportunities for young North Londoners. Last year the organisation opened a dedicated STEM learning zone at its Percy House HQ next to the Stadium. It also runs a programme in local secondary schools and sixth forms to help students prepare for a future shaped by AI and build confidence using the technology at work. According to the release, the partnership helps address lower-than-average attainment and participation in STEM subjects in the local area.

What it means

The announcement is a case study of Salesforce's agentic enterprise pitch: unified data first, then AI agents on top. Zahra Bahrololoumi CBE, CEO of Salesforce UK and Ireland, said the foundation built with the club is "helping turn insight into action."

For fans, the practical change is faster support on the club's website and app, with a route to human staff when the agent cannot help. The figures on engagement and resolution come from Salesforce's own announcement, and the source does not detail how they were measured.