Bundesliga names ServiceNow Official CRM Partner; 89% of fan questions resolved at first contact

The Bundesliga named ServiceNow its Official CRM Partner, on top of the Official Workflow Partner role from 2025. The league says it moved fan services from five intake channels onto one ServiceNow platform, cut fan cases by more than 50%, and now resolves 89% of fan enquiries at first contact. These figures are company-reported from the first weeks of the season.

• 89% of fan enquiries resolved at first contact
• Fan cases fell by more than 50% even as intake channels grew
• Seven intake channels now run on one platform, up from five
• Customer Service Management adopted in August 2026