Accenture has announced a multi‑year partnership with Salford City Football Club that will embed advanced technology, data analytics and artificial intelligence into the club’s operations and fan experience.
The collaboration is designed to modernise internal processes, deepen supporter engagement and create a scalable growth model that can be replicated across other sports organisations such as WTA tennis, the NFL and The R&A golf.
From the 2026‑27 season onward, Accenture’s branding will appear on every Salford City shirt, from the Men’s First Team through the Lionesses and Academy sides, signalling a long‑term commitment to the club’s reinvention.
Driving fan‑centric innovation
Amy Gnagy, Global Client Account Lead at Accenture, said the partnership reflects a shared ambition to innovate and strengthen connections with supporters, while Janey Whiteside, Partner and Chief Growth Officer at Consello, highlighted the opportunity to elevate digital fan engagement for both local and global audiences.
Salford City, founded in 1940 and promoted to the Football League in 2019 after a rapid rise that included four promotions in five years, is owned by a consortium that includes Sir David Beckham, Gary Neville, Nicky Butt, Ryan Giggs, Phil Neville and Paul Scholes. The group’s vision is to make the club “the best small football club in the world.”
The consortium also draws on the expertise of Consello, whose chief growth officer Janey Whiteside will work closely with Accenture to shape the digital fan platform and streaming initiatives.
By leveraging AI‑driven insights and a modern streaming architecture, the partnership aims to expand the club’s reach beyond the UK, tapping into international fan bases while preserving the community‑first ethos that has defined its rise.