On October 15, 2026, Salesforce and Tottenham Hotspur announced the launch of Ask Spurs, a new multilingual AI agent built on Salesforce Agentforce to support fans globally.
Unifying Fan Data
According to Salesforce, Tottenham Hotspur replaced approximately 30 disparate systems and connected over 10 systems into a unified digital ecosystem over the past two years. Using Salesforce Data 360 integrated with Snowflake through Zero Copy, the club brought together over 4.6 million fan accounts into unified SpursID profiles.
This integration allows the club to recognize fans across ticketing, retail, hospitality, app, and web touchpoints to deliver personalized experiences.
Ask Spurs AI Agent
Salesforce stated that the newly launched Ask Spurs is a multilingual Agentforce agent available on tottenhamhotspur.com and the Club App in eleven languages. The AI agent provides instant answers on ticketing, memberships, retail, and stadium events for both logged-in members and guests.
Ask Spurs achieved an 86% engagement rate, with 20% of interactions resolved by Agentforce alone. When the agent cannot resolve an inquiry, it seamlessly hands the conversation over to a human agent on the Tottenham Hotspur Support team.
Commercial Operations
Beyond fan support, the club utilizes Salesforce to power its commercial operations, processing premium hospitality, conference, and event bookings through an integrated stack. This replaces manual contracts with automated quoting and real-time payment visibility via Stripe and Workday.
Additionally, Salesforce is supporting the club's official charity, Spurs in the Community, to expand STEM and AI learning opportunities for young people in North London.
Key facts and where they come from
- Tottenham Hotspur launched Ask Spurs, an AI agent built on Salesforce Agentforce.
Tottenham Hotspur is becoming an agentic enterprise, delivering more personalized, connected experiences for fans across every touchpoint, including a new AI agent, Ask Spurs, built on Agentforce.
- Ask Spurs achieved an 86% engagement rate with 20% of interactions resolved by Agentforce alone.
Ask Spurs has an 86% engagement rate, with 20% of interactions resolved by Agentforce alone
- The club brought together over 4.6 million fan accounts into trusted SpursID profiles.
brings together over 4.6 million fan accounts into trusted SpursID profiles
