Keith Wyness shares verdict on Tottenham agreeing ‘big’ AI deal
Everton’s former chief Keith Wyness has claimed Tottenham could bank a modest revenue boost after agreeing an “innovative” deal with AI giants Salesforce.
Speaking on the new edition of Football Insider’s Inside Track podcast, the 66-year-old – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – insisted the major benefit from the new agreement will be on the fan experience side.
Tottenham announced last week (9 October) that Salesforce, “the world’s leading AI CRM”, is the club’s new Official CRM Partner.
Spurs said the deal will “enable the Club to streamline its IT systems, integrate data across sales, marketing and service, and set the foundation for AI to speed up decision-making and anticipate future fan needs.”
The Lilywhites have been at the forefront of embracing new technologies in football – with their new stadium build in 2019 acting as a benchmark for other clubs.
Wyness applauds Tottenham for ‘innovative’ AI deal
Wyness claimed the revenue increase from the Salesforce deal won’t be “major”.
He told Football Insider‘s Insider Track podcast: “This is about using AI when the fans are in touch with the club.
“We’re starting to see clubs looking at AI to see how it can help them.
“It isn’t just on the field, trying to help with signing players – but also on the commercial side.
“It’s to do with digital interactions with the club, and it could lead to a marginal increase in revenue – but nothing major.
“It’s more about trying to improve the fan experience.
“All of us who have had interaction with AI recently will know it is not perfect.
“We’ll have to see if Salesforce can get this right. They’re a big operation, but they’ve had their issues.
“Spurs are always at the front when trying to do some innovative things, and I’ll be watching closely to see how it works.”
In other news, Tottenham get green light to sign English sensation.
For more Tottenham and exclusive news, follow us on Facebook or join our brand new WhatsApp Channel for instant updates to be sent straight to your phone.