Accenture and Salford City Football Club have announced a strategic partnership that will use technology, data, and “digital innovation” to accelerate the club’s growth and reinvent how the team operates and is experienced by supporters and partners, both locally and globally.
Under the terms of the multi-year deal, Accenture will leverage its digital expertise to create a new technology-driven growth model for Salford City FC. The goal is not only to elevate Salford City’s internal operations and fan experiences, but also strengthen supporter engagement, expand the club’s global reach, and create a scalable platform for long-term growth.
The partnership reflects a shared belief in the power of technology to help organisations move faster, connect more deeply with audiences, and unlock new opportunities. Across Salford City’s men’s and women’s teams, data, technology and AI will be used to identify new capabilities to improve operations, support commercial growth and build a foundation for ongoing scalability.
Externally, work will focus on the digital streaming experience, supporting the club’s expansion through fan platforms and digitally led engagement, and identifying new markets to accelerate international growth.
The Accenture logo features on the back of all Salford City playing shirts from the start of the 2026-27 season, including Men’s First Team, Lionesses and Academy Teams.
This agreement further expands Accenture’s growing portfolio of technology-led sports partnerships, such as WTA tennis, NFL football, and The R&A golf, using technology, data and AI to help these organisations modernise operations, deepen fan relationships, and create new growth opportunities.
Amy Gnagy, global client account lead at Accenture said: “The most exciting partnerships start with a shared ambition. Salford City FC has never been afraid to challenge conventions and that’s exactly what drew us to the club. Together, we’re bringing the power of data, technology and innovation to help unlock new opportunities for growth, strengthen connections with supporters and build for the future.”
Salford City has earned a reputation for its confidence in embracing new technologies and nurturing the talent to implement it, and the new collaboration represents an opportunity to pair its strong local identity with a global audience; using innovation to reach new supporters, strengthen the club’s foundations and create sustainable momentum for the future.
Janey Whiteside, partner and chief growth officer at Consello, co-owner of Salford City FC said: “This support from Accenture marks another statement partnership for Salford City. Accenture’s innovative approach to technology will elevate how we deliver our digital fan engagement – for the local community and fans around the world.
“We have bold plans for the growth of this football club and it’s a privilege to partner with an organization that shares our ambition. We are truly excited to see how this partnership grows, as well as seeing the Accenture name displayed proudly across the back of our teams’ shirts.”
