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June 10, 2026

CRM Across the Wire

Salesforce to Run Fan Engagement and Tournament Operations at FIFA World Cup

Salesforce's partnership with FIFA brings the Agentforce 360 portfolio, including Slack, to the World Cup for workforce operations, host city collaboration, and fan engagement.

Awareness and Conversion Account for 62.6% of Total Media Spend, Gartner Finds

Analysts highlight the strategic implications of AI-driven shifts toward digital, acquisition, and human capability during Gartner Marketing Symposium/Xpo.