Bundesliga resolves 89% of fan queries on first contact via ServiceNow

Germany's Bundesliga has named ServiceNow (NYSE: NOW) as its Official CRM Partner, expanding an existing relationship in which ServiceNow already served as Official Workflow Partner. According to a press release from ServiceNow, the league implemented ServiceNow Customer Service Management in August 2026 and has since consolidated fan services from seven digital channels onto a single platform.

Since the implementation, 89% of fan inquiries are resolved at first contact. The number of fan cases created has fallen by more than 50% compared to the previous season, a reduction the Bundesliga attributes to automated handling of recurring inquiries and a centralized knowledge base that addresses standard questions before a case is created.

Previously, fan inquiries were managed separately across channels including the Bundesliga app, website, email, and social media. The platform now provides customer service teams with a unified view of each fan's history and routes incoming requests through automated service processes. For more complex cases, the Now Assist tool provides case summaries, relevant knowledge content, and recommended responses.

"By combining automation and actionable insights, we have achieved first-contact resolution rates of 89% while reducing case volumes by more than half," said Bastian Zuber, Chief Product & Technology Officer of Bundesliga Media.

The Bundesliga, formerly known as DFL Deutsche Fußball Liga, oversees Germany's top two professional football divisions, connecting 36 clubs with fans in more than 200 countries.

Beyond fan services, Bundesliga and ServiceNow plan to extend the platform to additional stakeholders, including external service providers, commercial partners, and clubs. A centralized club portal is among the planned additions, intended to provide a structured digital interface for requests between the league and its member clubs.

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