How Salesforce’s Data and AI Empower the Olympics?
Customer 360 helps Olympian teams better understand fans’ interests, learn which athletes they follow, and reveal the digital touchpoints they could use.
Highlights
Salesforce's CRM 0.00%↑ partnership with the Olympics enhances fan engagement through targeted content delivery.
Using AI-powered analytics, Salesforce helps athletes optimize performance and prevent injuries.
The "Athletes in Tech" program offers French athletes career development opportunities beyond sports through tech training and mentoring.
Data analytics, AI, and the Olympics – that’s not exactly a match you’d expect to happen in real life. But that's precisely where CRM leader Salesforce is shaking things up at the Paris 2024 Games.
This partnership is bringing cutting-edge data technology to the Olympics, empowering athletes and fans in exciting new ways. So, this raises a question: how does the data change the game at the Paris 2024?
Transforming the Games
At first glance, the partnership between Salesforce and the Games, at its third-highest level, primarily involves B2B interactions. In essence, Salesforce will provide applications to assist the Paris Organizing Committee (POC) in engaging with the public and delivering content. Specifically, Salesforce will offer CRM solutions through its established software, Customer 360. This platform will create numerous opportunities for the Games, primarily connecting with Olympic and Paralympic Games fans and delivering targeted, engaging content to diverse audiences.
But here's where things get interesting: Salesforce's commitment goes beyond technology. They're strongly aligned with the POC's vision for environmentally sustainable Games, as evidenced by their ambitious goal of planting 1 billion trees globally by 2030. However, Salesforce's impact is broader than that of the Paris Organizing Committee.
Empowering Athletes with Data-Driven Insights
The company helps Olympians achieve better results with its Customer 360 platform. How? Let’s look at some vivid examples that illustrate the value the CRM software company brings.
Take, for instance, the partnership between Salesforce and Team GB, announced back in 2021. With the help of Customer 360, Team GB redefined its approach to onboarding athletes and providing them with the resources they need to succeed. Specifically, using Tableau, an analytics platform powered by AI, data, and customer relationships, team members use data to uncover insights that improve training and performance, all while using data visualization. Such an approach makes data immediately understandable and, most importantly, valid.
During the Games 2024, Tableau will also be used in Salesforce’s data and AI initiative, “Athletes in Direct Contact with Their Performance.” By providing innovative and cutting-edge solutions, Salesforce helps athletes optimize their performance, prevent injuries, and bring their training practice to the next level. As a vivid illustration, the company stands by professional wheelchair tennis player Emmanuelle Mörch in reaching new highs, acing the game, and exceeding the limits.
Salesforce is also supporting five other athletes in their preparation for the Paris 2024 Games: Bopha Kong (para taekwondo), Flora Vautier (para table tennis), Lauriane Nolot (kitesurfing), Louise Guillet (waterpolo), Sam Avezou (climbing)
Besides that, Customer 360 helps Olympian teams better understand fans’ interests, learn which athletes they follow, and reveal the digital touchpoints they could use. All of the abovementioned features truly create richer fan experiences.
Investing in the Future of Athletes
And if you think that is the only initiative Salesforce is embracing this year, let me disappoint you and tell you more about a new, one-of-a-kind program called “Athletes in Tech.” So, what’s the purpose of it? Let’s break it down:
First and foremost, this program allows any French athlete to grow their career via Trailhead, a part of the Salesforce CRM ecosystem. During eight enriched weeks of learning and practice, participants can access free resources to develop in-demand skills, one-on-one mentoring sessions, access to the community, and much more.
At the end of the program, athletes will have the opportunity to continue their retraining in the Salesforce ecosystem on a targeted profession by developing an action plan with their mentor. As a bonus, they will receive a free $200 voucher to access a Salesforce certification.
What do people say about it?
Salesforce's innovative partnership with the Paris Olympics has generated positive buzz. Organizers are impressed with Salesforce's expertise in building strong customer relationships and its potential for increased revenue: “Our mission at Salesforce is to help customers achieve success from anywhere,” said Zahra Bahrololoumi, President and CEO of Salesforce UK&I. “We’re incredibly proud to support Team GB by helping them do the same — engaging with their fans worldwide.”
Athletes, on the other hand, are excited about the "Athletes in Tech" program, which offers valuable career development opportunities beyond competition: “As Salesforce expertise is in high demand, we want to allow all French athletes who wish to do so to take charge of their retraining, join its community of Trailblazers, and build a successful career in the field of customer relations through this program,” said a Salesforce spokesperson.
With its innovative solutions and firm support, the Salesforce partnership promises to be a game-changer for the Paris Olympics and the future of the Games. British Olympic Association CEO Andy Anson concluded: “We really couldn’t ask for a better-equipped partner whose expertise in this field will help drive the team forward, and we’re excited to get started.”
The key lesson we can learn from Salesforce
The Salesforce and Paris Olympics partnership offers a valuable lesson for businesses: success can lie in venturing beyond your core product or service. Here, Salesforce, a CRM giant, has leveraged its data and analytics expertise to revolutionize fan engagement and athlete performance – applying its technology in a way that transcends traditional CRM uses.
This innovative approach creates a "wow factor," showcasing the potential of CRM technology in unexpected yet highly impactful ways. It encourages businesses to explore how their strengths can be applied in new markets, fostering innovation and disruption. Salesforce demonstrates that a fresh perspective can sometimes unlock hidden potential, transforming their brand and industry.
Salesforce's approach to the Paris Olympics is undeniably innovative. However, the recent “layoff’ of their partnership bid for the LA 2028 Olympics raises questions about long-term scalability and partner selection processes within the Olympic landscape. While the Paris Games will be a crucial test case, it remains to be seen if Salesforce can replicate this success beyond 2024.
Financial Outlook CRM 0.00%↑
From January 1 to March 31, 2024 — Salesforce’s Q4 — they reported their strongest record of cash flow and margin growth. See Q4 earnings.
Fourth Quarter Revenue of $9.29 Billion, up 11% Year-Over-Year ("Y/Y"), up 10% in Constant Currency ("CC").
FY24 Operating Cash Flow of $10.2 Billion, up 44% Y/Y.
Returned $1.7 Billion in the Form of Share Repurchases to Stockholders in Q4 and $11.7 Billion Since Inception of our Share Repurchase Program, and announced a share repurchase program authorization increase by $10 billion.
Initiates Full Year FY25 Revenue Guidance of $37.7 Billion to $38.0 Billion, up 8% - 9% Y/Y. Initiates Full Year FY25 Subscription & Support Revenue Growth Guidance of Approximately 10% Y/Y, Slightly Above 10% Y/Y CC. Initiates Full Year FY25 Operating Cash Flow Growth Guidance of 21% to 24% Y/Y.
