ARLINGTON, TEXAS – February 27, 2025 – The United Football League (UFL) today announced that it is working with Salesforce, the world’s #1 AI CRM, to create even more loyal and engaged fans through personalized and memorable experiences. Through this new collaboration, Salesforce will work side-by-side with the UFL, enabling them with the power of autonomous agents through Agentforce, the agentic layer of the Salesforce Platform, providing them a digital labor force to support ticket holders by expanding the league’s ticket sales, customer service, and marketing assets.
The UFL is thrilled to partner with Salesforce, a true technology leader in AI offerings,” said Josh Cella, UFL Executive Vice President of Commercial Operations. “As a league heading into its second season, the UFL embraces new technologies that will help us to reach new heights. Our fans are at the core of everything we do and we believe Salesforce’s Agentforce will enable us to better cater to their needs.”
As part of this collaboration, Salesforce’s deeply unified platform, including Agentforce, will transform the league’s fan engagement operations, helping to fuel the growth of the UFL by creating better avenues to reach customers. The company will provide its over-a-quarter century expertise to the league’s ticket sales force.
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With Agentforce, AI agents will handle customer inquiries around frequent topics ranging from booking and product questions to stadium policies, freeing up the sales team to focus on more complex customer requests. Agentforce will also augment the fan experience, managing game-day inquiries related to ticketing, stadium policies, and parking, and providing instant, personalized, and consistent support across all channels, 24/7.
From developing an easy-to-navigate landing page for the league’s website, which will allow fans to ask the UFL’s virtual agent “Dash” any game or gameday related question to…