Big day for Tottenham Hotspur as Premier League club announces go live on Salesforce Service Cloud

English football club Tottenham Hotspur has completed deployment of Salesforce Service Cloud.

In a LinkedIn post, dated 31st March, Rob Pickering, Chief Technology & Digital Officer, said: “Today’s a big day for our fans, and for our service and technology teams who have worked hard to get here. We’ve just gone live with Salesforce Service Cloud, including Service Cloud Voice powered by Amazon Connect.”

“Supporters can now reach us across email, voice, chat, SMS and WhatsApp in their own language, which for a club with a global fanbase is something we’ve wanted to deliver for a long time. What makes this more than just a new set of channels or service management platform is the data sitting underneath it.”

He added: “Our ticketing, membership, visitor attractions (like F1 Drive), digital marketing and retail e-commerce operations are now connected into a single customer view, so when a fan gets in touch our service team isn’t piecing together information from multiple different systems. They see the full picture from the moment the conversation starts, making it as seamless and quick as possible when fans need help.”

“We then took that connected data foundation and put Agentforce on top of it, deploying AI agents that can handle a real range of fan queries autonomously, drawing on that connected data to give accurate, personalised responses at any hour, for any fan, globally. For our contact centre team, that means less time on routine queries and more capacity for the interactions that actually need a human. For our fans, it means faster resolution and a better experience regardless of when, what channel or how they reach out.”

Pickering concluded: “Getting here took a huge cross organisational effort - Salesforce brought both the technology and the people to deliver it, Tottenham Hotspur Football Club brought the subject matter expertise and relentless focus on improving the fan experience to get us across the line. A huge thank you to all of the teams involved in getting us here, a very exciting additional step to our transformation going live, just a few more to go over the next six weeks!”

Customer 360

Tottenham Hotspur has also launched a new e-commerce site and hit a milestone in its Customer 360 strategy.

Pickering commented: "We have gone live with our new shop - a completely reimagined online retail experience for our fans, built as part of our partnership with Salesforce on Commerce Cloud."

"This is more than a new e-commerce store - It’s the first major milestone in our Customer 360 vision - a connected data foundation that lets us understand and serve our fans better, whether they’re shopping online, at the stadium, or anywhere in between."

He added: "To the Spurs retail, digital and tech team - your work, your resilience through this build, and your commitment to getting this right is what made this happen - I’m proud of every one of you. And to the Salesforce team who partnered with us on this, building it out over the last 12 months - thank you for the collaboration, the expertise, and pushing us to think bigger about what’s possible.”

“There’s a lot more to come on this journey - including some really exciting things over the next two weeks which I’ll announce as we go live - but first, go check out the new store."

2026 RTIH Innovation Awards

E-commerce will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.