League One club adopts Solgari’s Microsoft-integrated cloud communications platform to unify engagement and strengthen commercial relationships
Dublin, Ireland and Lincoln, UK – 4th November 2025 – Lincoln City Football Club has selected Solgari, the Microsoft-certified customer engagement solution, to provide AI-powered experiences for sponsors, supporters and the wider community as part of its commitment to innovation both on and off the pitch.
The multi-phase partnership with Solgari will expand to cover fan experience and community impact. Initially, the club will use Solgari for all voice communication with commercial partners, using AI-powered capabilities such as real-time transcription, summarisation and sentiment analysis. This will enable the club to capture and act on every commercial interaction, with data automatically captured in its HubSpot CRM with insights leveraged through Breeze AI, and securely stored within Microsoft Azure.
Bobby Copping, Head of Commercial at Lincoln City FC, said: “We’ve always seen innovation as a way to bring people closer together – whether that’s fans, partners or our local community. With Solgari we can finally see and understand every conversation in one place. It’s going to help us strengthen relationships, identify opportunities faster, and deliver the kind of personalised experience our stakeholders expect.”
The League One club continually ranks at the top of English football’s Fan Engagement Index, which rates each professional club in the top four divisions of English football, measuring them on their relationship with supporters. It has also developed the LCFC Innovation Lab, a programme for entrepreneurs, investors and creative minds to collaborate with the club to build new ideas and ventures.
In the second phase of deployment, Solgari will become Lincoln City FC’s communications nervous system, unifying every communication channel – voice, Microsoft Teams, SMS, WhatsApp and webchat – into a single intelligent layer.
By treating conversation data as a strategic asset, Lincoln City FC aims to become a leading example of how football clubs can use innovative solutions to better serve their communities.
Paul Mason, Chief Commercial Officer at Solgari, added: “Most AI use cases are either theoretical or invisible. Lincoln delivers something people can actually see and understand: a football club using the same tools as a global enterprise, getting measurable results and proving the technology works at any scale.”
