How Agentforce Is Delivering a Better UFL Fan Experience

Artificial intelligence (AI) agents are ready for game day. Through a partnership with the United Football League, Agentforce — the agentic layer of the Salesforce platform — will provide a more personalized fan experience for the UFL, and become the first AI agent to power insights during game broadcasts on FOX Sports. 

Salesforce’s unified platform, including Agentforce, will help the UFL better reach its fanbase through enhanced ticket sales operations and marketing, as well as personalized around-the-clock customer support. 

Improving the UFL gameday experience with AI

Through Agentforce, AI agents will instantly answer customer questions about topics such as ticket purchases, products, and stadium policies. This helps the UFL’s sales team focus on more complex requests. The UFL will use Agentforce for various game-day inquiries, helping fans with questions about ticketing, parking, and more. 

For the first time, AI agents will power performance metrics shown on the league’s broadcasts on FOX, offering viewers key insights into their favorite players and teams.

“By leveraging AI-powered digital labor, the UFL is redefining world-class service, fan engagement, and operational excellence, setting a new standard for innovation in professional sports,” Salesforce Senior Vice President of Global Campaigns & Sports Marketing Adam Forrest said. “This partnership goes beyond technology — it’s about authentic storytelling. We will highlight the UFL’s real-world success with Agentforce through compelling customer stories, behind-the-scenes content, and in-depth case studies, showing how AI agents are transforming game-day operations and fan experiences.”

Salesforce will also enhance the ticket purchase and renewal process, addressing fans’ specific needs and offering a tailored game day experience. These moves will help the UFL boost fan loyalty and engagement.

Building the future of sports entertainment

Agentforce is not only boosting the experience for fans at the stadium, but those watching at home too. FOX Sports is launching FOX UFL Friday — a new broadcast dedicated to that night’s games. Using Agentforce-generated insights, FOX UFL Friday’s on-air talent will discuss the upcoming games and bring fans closer to the game.

Agentforce will provide FOX’s UFL broadcast with key insights such as:

• Breakout stars: Agentforce will highlight unexpected performances, giving fans a glimpse into trends to watch this season.
• Situational insights: Fans can go deeper into the game with Agentforce-generated insights, offering more context beyond yards and touchdowns.
• Coaching statistics: Are coaches more aggressive or conservative in certain situations like 4th down? You’ll be able to learn more about coaches’ tendencies and strategies.
• Effects of injuries: When a player gets hurt, Agentforce’s data will show the projected impact on their team, as well as insight into their replacement.

“Salesforce is the perfect partner for the United Football League as we strive to break new ground among sports fans,” UFL Senior Vice President of Business Intelligence and Corporate Strategy Jeroen van den Bergh said. “Agentforce is not only supporting the UFL’s ticketing initiatives across all eight of its markets, but will also provide fans this season with unique insights derived from football data in a first of its kind broadcast initiative during FOX UFL Friday.”

You can get your first glimpse of Agentforce in action for the UFL at 8 p.m. ET on Friday, March 28 — the debut of FOX UFL Friday, when the St. Louis Battlehawks play the Houston Roughnecks.

“We are excited to showcase Agentforce directly in UFL broadcasts, giving viewers a firsthand look at how AI-powered automation is shaping the future of sports engagement,” Forrest said. “Together, we are proving that AI isn’t just changing business — it’s changing the game.”