NFL names Accenture as official consulting partner

14 May 2024 2 min. read
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The National Football League announced a five-year partnership with Accenture to serve as its official business and technology consulting partner.

As part of the agreement, Accenture will help the NFL enhance data-driven decision making in the areas of football, financial operations, and human resources.

"We both understand the importance of embracing change and the transformational power of technology,” said Tracie Rodburg, SVP of sponsorship management at the NFL. “As the game continues to evolve, we will lean on Accenture’s knowledge and expertise to elevate various areas of our business to benefit our game and our fans.”

Accenture, which has 742,000 consultants globally, will help drive increased visibility into the data of corporate and club operations across systems, processes, and people. The Dublin-headquartered consulting firm will also help the NFL transform human capital management (HCM) and enterprise resource planning (ERP) functions and analytics, as well as drive efficiencies and automation in back-office functions.

NFL names Accenture as official consulting partner

“Nothing is more exciting than working with a brand that is so committed to reinventing itself by pushing boundaries, incorporating both technology and AI into every level of football,” said Jill Kramer, chief marketing and communications officer at Accenture. “We are proud to partner with the league as it continues to drive innovation—through the use of AI and data-driven strategies—across key areas of its business.”

The NFL is the wealthiest sports league in the world by revenue, the most popular sports league in the United States, and has the highest average attendance (67,591) of any pro sports league in the world.

NFL team sponsorship revenue rose by 15% in 2023 to reach $2.35 billion, with the Dallas Cowboys retaining the top spot for the 15th year.

“We are so excited to launch this partnership with the NFL and to have the opportunity to help guide their future vision by strengthening not only their back office but tying those efficiencies to operations and fan experience as well,” said Noel Winn, Accenture’s client account lead for the NFL.