Bundesliga Improves Workflows with ServiceNow AI Platform

The DFL Deutsche Fußball Liga (DFL) - organizer of Germany’s Bundesliga and Bundesliga 2 - has enhanced its digital transformation by partnering with ServiceNow as its official workflow technology provider. This AI-powered platform will replace legacy systems and revolutionise how the league operates across its entire ecosystem, spanning clubs, partners, service providers, and internal teams.

Speaking at the announcement of the partnership, DFL CEO Steffen Merkel emphasised the shift in expectations: “DFL stakeholders—be it clubs, partners, service providers or our own employees—expect high-level experiences, and we’re focused on setting new standards in this respect.” He adds, “By partnering with ServiceNow, we’re transforming how we collaborate across our global ecosystem—leveraging automated workflows and services on a unified platform that supports our growth and strategic goal.”

ServiceNow’s AI platform will unify IT service management, human resources, and CRM systems to streamline operations. For instance, IT teams can minimize downtime with improved reliability, HR can better manage player transfers and scheduling, and CRM tools will accelerate response times across clubs and partners, boosting collaboration.

Robert Rosellen, VP and Country Manager for Germany at ServiceNow, underlined the ambition: “We’re proud that the DFL has chosen to work with the ServiceNow AI platform to build a digital foundation that connects employees, clubs, and partners through AI-powered workflows and real-time experiences. This partnership is about creating meaningful synergies that resonate far beyond the technology itself.”

This initiative not only aligns with the DFL’s direct-to-consumer ambitions but also underscores its reputation as an innovation leader in sports. Combined with its long-term generative AI collaboration with AWS (since 2024), the league is reinforcing a robust digital infrastructure.

As a sporting giant, Bundesliga’s adoption of ServiceNow could serve as a blueprint for other leagues looking to embrace AI in day-to-day operations. From scheduling and transfers to media outreach and fan engagement, operational intelligence powered by AI has arrived—and the Bundesliga is leading the charge.