VfL Wolfsburg builds ChatGPT into a club-wide core capability

Germany's Bundesliga club VfL Wolfsburg faced the challenge of meeting the rising expectations of fans and partners while being unable to indefinitely expand headcount and budget. Key challenges included repetitive document creation and translation tasks, knowledge bottlenecks concentrated among specific experts, and high spending on external agencies.

To address this, the club adopted ChatGPT Enterprise. Through an enterprise-grade environment with enhanced security and governance, it aimed to expand existing individual AI usage experiences into a standardized capability across the entire organization.

The rollout delivered the following concrete results:

• 50+ custom GPTs in routine use across operations, marketing, HR, and administration departments
• Over $1 million in annual cost savings by reducing reliance on external agencies for repetitive tasks
• Faster document drafting, translation, and workflow standardization

Key use cases include Turf Disease GPT (turf disease management), Football School Invoicing GPT (invoice processing), Hannah (an HR GPT builder), and ESG Check GPT. Wolfsburg plans to expand its use of AI beyond internal productivity to personalized experiences and interactive content for fans and partners going forward.