EngageRM and Solgari Partner to Bring Voice and Digital Engagement to Sports in Dynamics 365
25 August 2025
In today’s sports and entertainment landscape, fans expect fast, seamless, and personalised engagement across every channel. Yet for many organisations, voice calls, chat, SMS, and social messaging often sit outside core CRM systems—creating gaps in data and missed opportunities to build stronger fan relationships.
That changes with the newly announced partnership between EngageRM, the global leader in sports and entertainment CRM, and Solgari, the Microsoft-certified customer engagement provider. Together, the two companies are bringing truly native voice and digital engagement directly into Dynamics 365.
A New Era of Fan Engagement
With this integration, sports rights owners—including teams, leagues, and venues—can connect voice, chat, SMS, WhatsApp, and email seamlessly into Microsoft Teams and Dynamics 365. Every fan interaction, no matter the channel or staff member involved, is now automatically transcribed, sentiment-analysed, and logged against existing records through Azure OpenAI.
This means no more app-switching and no more manual data entry. For the first time, the voice of the fan lives directly inside CRM, creating a complete and actionable view of engagement. Considering that the global sports CRM market is forecast by Deloitte to exceed $5.6 billion by 2027, this is a timely innovation.
The first club to adopt the EngageRM–Solgari solution is Melbourne Victory FC, which has unified all its fan communications—voice, chat, and messaging—inside its existing Microsoft stack. The result? Faster response times, complete fan records, and the ability to act on engagement data in real time.
What This Means for EngageRM Customers
For existing and future EngageRM customers, this partnership represents a step-change in capability. Instead of juggling multiple tools, sports organisations can now rely on a single, Microsoft-native platform to capture and act on every fan conversation.
As Mark Thompson, Chief Revenue Officer of EngageRM, explains it, “Sports organisations don’t need more systems. They need every conversation – every voice, every message – captured, analysed, and actionable in CRM. This partnership gives them exactly that. One screen, one system, and the full picture of every fan.”
With EngageRM and Solgari, the CRM becomes the central hub for all engagement, providing the intelligence needed to strengthen loyalty and grow revenue.
What This Means for the Industry
The impact of this partnership extends beyond EngageRM customers. It signals a broader industry shift: sports and entertainment organisations no longer need to treat voice and digital engagement as standalone processes. Instead, these interactions are seamlessly integrated into CRM, enriched with AI-driven insights, and instantly actionable.
As Paul Mason, Chief Commercial Officer at Solgari, puts it, “Clubs and venues don’t want another dialler – they want intelligence. Our technology makes sure that when a fan calls to renew, complain, or celebrate, the context is instantly visible. That’s how you turn customer service into loyalty.”
With Microsoft already validating the partnership—and with deployments underway across football, rugby, and US collegiate athletics—the EngageRM–Solgari solution is set to reshape how sports organisations around the world engage their fans.
Download the Press Release [PDF]
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