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MUNICH - ServiceNow (NYSE:NOW), a prominent software industry player with a market capitalization of $184.66 billion and impressive revenue growth of 21% over the last twelve months, has signed a technology partnership with the DFL Deutsche Fußball Liga to become the Official Workflow Partner for Germany’s top football leagues, according to a press release issued Tuesday.
The AI platform provider, known for its industry-leading gross profit margins of 78.5%, will replace legacy systems to improve automation and efficiency in DFL’s business workflows, aiming to enhance interactions with partners, clubs, service providers, and ultimately fans of the Bundesliga and Bundesliga 2. According to InvestingPro analysis, ServiceNow maintains strong financial health scores, particularly in growth and profitability metrics.
The partnership will implement several ServiceNow products across IT service management, human resources, and customer management. The platform will standardize DFL’s system landscape, particularly in customer relationship management (CRM).
"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," said DFL CEO Steffen Merkel in the statement.
The collaboration aims to streamline processes like player transfers, freelancer management, and scheduling through HR Service Delivery. The CRM capabilities are expected to accelerate request resolution and strengthen collaboration between clubs and partners.
Media and business partners will gain access to enhanced collaboration tools and scalable solutions across digital channels, according to the announcement.
The Bundesliga, established in 1963, comprises 18 teams and has the highest average stadium attendance worldwide among football leagues. The DFL has been responsible for professional football in Germany since December 2000.
ServiceNow, headquartered in Santa Clara, California, provides AI-powered workflow automation platforms for businesses across various industries. The company’s stock is currently trading near its InvestingPro Fair Value, with 14+ additional exclusive insights and detailed financial analysis available through the comprehensive Pro Research Report, helping investors make informed decisions about this leading technology company.
In other recent news, ServiceNow reported impressive second-quarter 2025 results, surpassing analyst expectations and prompting the company to raise its guidance for the third quarter and full year. Following these strong earnings, DA Davidson increased its price target for ServiceNow to $1,250, while maintaining a Buy rating, highlighting the company’s momentum. Cantor Fitzgerald also reiterated an Overweight rating with a $1,200 price target, noting the strong performance despite slightly conservative fourth-quarter subscription revenue guidance. Furthermore, JMP Securities maintained its Market Outperform rating and $1,300 price target after a visit to ServiceNow’s headquarters, emphasizing the potential of its AI products.
ServiceNow is also in advanced discussions with Salesforce to invest $750 million each in Genesys Cloud Services, a provider of AI-powered customer contact center software. This joint investment would total $1.5 billion, valuing Genesys at approximately $15 billion. This collaboration marks an unusual partnership between competing enterprise software companies. These developments underscore ServiceNow’s strong market position and strategic initiatives.
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