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ServiceNow, a leading AI platform for business transformation, has partnered with DFL Deutsche Fußball Liga, the organization behind Germany’s Bundesliga and Bundesliga 2, to become its Official Workflow Partner. Announced on August 19, 2025, this collaboration integrates ServiceNow’s AI-driven platform to replace legacy systems, streamline workflows, and enhance experiences for clubs, partners, and fans across the Bundesliga ecosystem.
ServiceNow becomes DFL’s Official Workflow Partner for Bundesliga operations.
Replaces legacy systems with AI-driven platform for IT, HR, and CRM.
Enhances club, partner, and fan experiences through automation and efficiency.
Supports Bundesliga’s global ecosystem with real-time, scalable solutions.
Boosts productivity, reduces downtime, and streamlines player transfers.
Aligns with DFL’s digital and direct-to-consumer ambitions.
ServiceNow’s platform will serve as the core AI infrastructure for DFL, automating workflows across IT service management, human resources, and customer relationship management (CRM). “DFL stakeholders—be it clubs, partners, service providers, or our own employees—expect high-level experiences, and we’re focused on setting new standards,” said DFL CEO Steffen Merkel. The partnership aims to enhance operational efficiency, improve collaboration, and support DFL’s digital transformation goals, directly impacting its global ecosystem of 36 clubs and millions of fans.
The integration of ServiceNow’s AI platform transforms how DFL, its clubs, and partners operate. CRM tools accelerate request resolution and boost productivity, fostering stronger collaboration between clubs and partners. IT Service Management ensures reliable, high-quality IT services with minimal downtime. HR Service Delivery streamlines processes like player transfers, freelancer management, and scheduling, leveraging data-driven insights to enhance employee satisfaction. “Our clubs and partners are at the heart of the DFL ecosystem,” Merkel added. “By equipping it with a powerful AI-driven platform, we’re enabling faster decision-making, deeper insights, and more meaningful connections.”
As seen in the finance card above, ServiceNow (NYSE: NOW) closed at $887.6 on August 20, 2025, with a market cap of $185.12B. The stock has shown resilience, with a 1-month range from $846.44 to $1024.61 and a 1-year range from $796.14 to $1060.12, reflecting a strong upward trend from its 2023 high of $784.84. This partnership underscores ServiceNow’s growing momentum in Europe, aligning with its robust financial performance and strategic focus on AI-driven enterprise solutions.
ServiceNow is putting AI to work for people. We move with the pace of innovation to help customers transform organizations across every industry while upholding a trustworthy, human-centered approach to deploying our products and services at scale. Our AI platform for business transformation connects people, processes, data, and devices to increase productivity and maximize business outcomes.
The Bundesliga is the premier professional association football league in Germany and the football league with the highest average stadium attendance worldwide. The league was established in 1963 and comprises 18 teams which operate on a system of promotion and relegation with the Bundesliga 2.
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