Who uses what

Stories572Customers410

572 stories · 410 customers

IndustriesSports

Sports

15 companies, 6 vendors and 20 public stories.

Companies

CompanyStories
Fédération Internationale de l'Automobile

Run aerodynamic simulations for Formula 1 car design and manage digital licensing, with AWS.

1 vendor
1
Scuderia Ferrari HP

Power interactive fan experiences and race summaries in a mobile app using AI agents, with IBM.

1 vendor
1
FIFA

Power workforce operations, host city coordination, and fan engagement across tournaments, with Salesforce.

1 vendor
2
United States Tennis Association

Added three new AI-powered features to the US Open app and site for 14 million fans, with IBM.

1 vendor
1
NHL

Used AI Control Tower to scale AI across 32 clubs and 1,300+ games a season, with ServiceNow.

1 vendor
1
Scuderia Ferrari

Added a watsonx AI Companion and Game Center to its fan app for nearly 400 million fans, with IBM.

1 vendor
1
Masters Tournament

Turned 50+ years of final-round broadcasts into a searchable AI archive with watsonx, with IBM.

1 vendor
1
Formula 1

Extended its multi-year partnership and launched an Agentforce fan companion agent, with Salesforce.

1 vendor
1
Mercedes-AMG PETRONAS F1 Team

Signed a multiyear deal putting Azure, Microsoft 365 and GitHub at the core of race operations.

1 vendor
1
PGA TOUR

Expanded its AWS deal for AI shot commentary and content across global broadcasts.

1 vendor
1
All England Lawn Tennis Club

Renewed its 36-year Wimbledon technology partnership with IBM in a multi-year deal.

1 vendor
1
National Football League

Extended its partnership and upgraded sidelines with 2,500+ Copilot+ PCs across 32 clubs, with Microsoft. Also uses AWS.

2 vendors
4
DFL Deutsche Fußball Liga

Made ServiceNow the core platform for IT, HR and CRM workflows, replacing legacy systems.

1 vendor
1
Premier League

Named Microsoft its cloud and AI partner in a five-year deal and launched a Copilot fan companion.

1 vendor
1
Equinox Group

Engaging digital leads, booking club tours, and providing in-app support, with Salesforce. Also uses Elastic.

2 vendors
2

Vendors used

Stories

AdoptedUnverifiedOct 28Fédération Internationale de l'Automobile uses AWSRun aerodynamic simulations for Formula 1 car design and manage digital licensing.press.aboutamazon.comStory →ExpandedUnverifiedOct 22Scuderia Ferrari HP expanded IBMPower interactive fan experiences and race summaries in a mobile app using AI agentsnewsroom.ibm.comStory →AdoptedUnverifiedSep 14FIFA uses SalesforcePower workforce operations, host city coordination, and fan engagement across tournaments.salesforce.comStory →ExpandedAug 24United States Tennis Association expanded IBMAdded three new AI-powered features to the US Open app and site for 14 million fansIBMStory →AdoptedJun 5FIFA uses SalesforceBrought Agentforce 360 and Slack to World Cup 2026 operations and fan engagementSalesforceStory →AdoptedMay 5NHL uses ServiceNowUsed AI Control Tower to scale AI across 32 clubs and 1,300+ games a seasonServiceNowStory →ExpandedMay 1Scuderia Ferrari expanded IBMAdded a watsonx AI Companion and Game Center to its fan app for nearly 400 million fansIBMStory →ExpandedMar 23Masters Tournament expanded IBMTurned 50+ years of final-round broadcasts into a searchable AI archive with watsonxIBMStory →RenewedMar 3Formula 1 renewed SalesforceExtended its multi-year partnership and launched an Agentforce fan companion agentSalesforceStory →AdoptedJan 22Mercedes-AMG PETRONAS F1 Team uses MicrosoftSigned a multiyear deal putting Azure, Microsoft 365 and GitHub at the core of race operationsMicrosoftStory →ExpandedJan 14PGA TOUR expanded AWSExpanded its AWS deal for AI shot commentary and content across global broadcastsAmazonStory →RenewedJan 6All England Lawn Tennis Club renewed IBMRenewed its 36-year Wimbledon technology partnership with IBM in a multi-year dealIBMStory →RenewedAug 20, 2025National Football League renewed MicrosoftExtended its partnership and upgraded sidelines with 2,500+ Copilot+ PCs across 32 clubsMicrosoftStory →ConsolidatedAug 19, 2025DFL Deutsche Fußball Liga consolidated on ServiceNowMade ServiceNow the core platform for IT, HR and CRM workflows, replacing legacy systemsServiceNowStory →AdoptedJul 1, 2025Premier League uses MicrosoftNamed Microsoft its cloud and AI partner in a five-year deal and launched a Copilot fan companionMicrosoftStory →RenewedSep 10, 2024National Football League renewed AWSExtended long-term partnership adding generative AI for league operationspress.aboutamazon.comStory →ExpandedMar 3, 2020National Football League expanded MicrosoftMultiyear expansion bringing Teams across the league alongside sideline Surface devicesnews.microsoft.comStory →AdoptedNov 29, 2017National Football League uses AWSMachine learning and analytics for the Next Gen Stats player-tracking platformpress.aboutamazon.comStory →AdoptedUnverifiedUndatedEquinox Group uses SalesforceEngaging digital leads, booking club tours, and providing in-app supportsalesforce.comStory →ConsolidatedUndatedEquinox Group consolidated on ElasticReplaced siloed observability tools with a single Elastic platformElasticStory →
What
Oct 2026Run aerodynamic simulations for Formula 1 car design and manage digital licensing.unverified
Fédération Internationale de l'AutomobileAWSAdoptedpress.aboutamazon.com
Oct 2026Power interactive fan experiences and race summaries in a mobile app using AI agentsunverified
Scuderia Ferrari HPIBMExpandednewsroom.ibm.com
Sep 2026Power workforce operations, host city coordination, and fan engagement across tournaments.unverified
FIFASalesforceAdoptedsalesforce.com
Aug 2026Added three new AI-powered features to the US Open app and site for 14 million fans
United States Tennis AssociationIBMExpandedIBM
Jun 2026Brought Agentforce 360 and Slack to World Cup 2026 operations and fan engagement
FIFASalesforceAdoptedSalesforce
May 2026Used AI Control Tower to scale AI across 32 clubs and 1,300+ games a season
NHLServiceNowAdoptedServiceNow
May 2026Added a watsonx AI Companion and Game Center to its fan app for nearly 400 million fans
Scuderia FerrariIBMExpandedIBM
Mar 2026Turned 50+ years of final-round broadcasts into a searchable AI archive with watsonx
Masters TournamentIBMExpandedIBM
Mar 2026Extended its multi-year partnership and launched an Agentforce fan companion agent
Formula 1SalesforceRenewedSalesforce
Jan 2026Signed a multiyear deal putting Azure, Microsoft 365 and GitHub at the core of race operations
Mercedes-AMG PETRONAS F1 TeamMicrosoftAdoptedMicrosoft
Jan 2026Expanded its AWS deal for AI shot commentary and content across global broadcasts
PGA TOURAWSExpandedAmazon
Jan 2026Renewed its 36-year Wimbledon technology partnership with IBM in a multi-year deal
All England Lawn Tennis ClubIBMRenewedIBM
Aug 2025Extended its partnership and upgraded sidelines with 2,500+ Copilot+ PCs across 32 clubs
National Football LeagueMicrosoftRenewedMicrosoft
Aug 2025Made ServiceNow the core platform for IT, HR and CRM workflows, replacing legacy systems
DFL Deutsche Fußball LigaServiceNowConsolidatedfrom legacy systemsServiceNow
Jul 2025Named Microsoft its cloud and AI partner in a five-year deal and launched a Copilot fan companion
Premier LeagueMicrosoftAdoptedMicrosoft
Sep 2024Extended long-term partnership adding generative AI for league operations
National Football LeagueAWSRenewedpress.aboutamazon.com
Mar 2020Multiyear expansion bringing Teams across the league alongside sideline Surface devices
National Football LeagueMicrosoftExpandednews.microsoft.com
Nov 2017Machine learning and analytics for the Next Gen Stats player-tracking platform
National Football LeagueAWSAdoptedpress.aboutamazon.com
UndatedEngaging digital leads, booking club tours, and providing in-app supportunverified
Equinox GroupSalesforceAdoptedsalesforce.com
UndatedReplaced siloed observability tools with a single Elastic platform
Equinox GroupElasticConsolidatedElastic