Melbourne, 26 August 2025 –. EngageRM, the global sports and entertainment CRM leader, has announced a strategic partnership with Solgari, the Microsoft-certified customer engagement provider, to deliver truly native voice and digital engagement directly inside Dynamics 365.

The partnership now enables all sports rights owners including teams, leagues, and venues to bring voice, chat, SMS, WhatsApp, and email directly into Microsoft Teams and Dynamics 365. Every fan conversation, with any staff member and across all AI powered channels,  can now be transcribed, sentiment-analysed, and automatically logged against existing records using Azure OpenAI with no app-switching and no manual data entry, providing the foundation for exceptional fan experience.

Finally, the voice of the fan will no longer sit outside sports’ CRM, a market which, according to Deloitte, is forecast to exceed $5.6 billion by 2027. 

The first joint customer is Melbourne Victory FC, which has selected the EngageRM–Solgari solution to unify all voice, chat, and messaging inside its existing Microsoft stack. For the A-League club, that means faster response times, complete fan records, and the ability to act on engagement data in real time.

“Sports organisations don’t need more systems. They need every conversation – every voice, every message – captured, analysed, and actionable in CRM,” said Mark Thompson, Chief Revenue Officer at EngageRM. “This partnership gives them exactly that. One screen, one system, and the full picture of every fan.”

“Clubs and venues don’t want another dialler – they want intelligence,” said Paul Mason, Chief Commercial Officer at Solgari. “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.”

Microsoft has already validated the partnership, with EngageRM recently recognised as a Microsoft Preferred Solution Partner and highlighted for its work with The FA. With deployments now underway across football, rugby, and US collegiate athletics, the solution is being rolled out globally through Microsoft’s co-sell channels and EngageRM’s regional sales teams.