SG Bats and Salesforce unite to digitise India’s cricket equipment sector

Sanspareils Greenlands (SG), India’s leading cricket and sports equipment manufacturer, and Salesforce has announced a strategic collaboration to digitise SG Cricket’s trade channel sales operations and dealer management system. The unified Salesforce platform will provide SG with a complete 360-degree view of its customers and dealers by connecting previously siloed data, enabling real-time insights, faster decision-making, and more integrated dealer experiences.

As part of its digital transformation journey, SG Bats will leverage Salesforce Service Cloud to automate workflows, improve field productivity, streamline customer support operations, and strengthen partner relationships through a unified Dealer Management System. This milestone marks an important step in realising the technology vision of one of India’s most respected cricket bat brands. Salesforce will deliver unified experiences across SG Bat’s extensive network of more than 850 dealers in India, spanning cricket equipment, protective gear, footwear, and sportswear. The partnership also positions SG to harness AI-driven insights to expand into new markets while reinforcing its existing dealer ecosystem.

While Salesforce has previously partnered with global sporting goods manufacturers, this is the company’s first collaboration within India’s cricket equipment industry, signalling its growing footprint across diverse manufacturing sectors.

AI-powered sports transformation

Aditi Sharma, Regional Vice President for Sales, Salesforce India, said, “In today’s rapidly evolving industrial landscape, the transformative power of AI is igniting a new era of manufacturing excellence, reshaping legacy companies like SG at their core. This is not just about adopting new technology; it is about unleashing a shift towards intelligent, predictive, and adaptive manufacturing that redefines what is possible. In a country where the passion for cricket runs deep, we are delighted to be part of this journey, using our AI-powered platform to drive efficiency, innovation, and data-driven growth.”

Paras Anand, CEO, Sanspareils Greenlands, said, “As customer expectations continue to evolve in the sports industry, we believe the future of equipment manufacturing lies in data agility, real-time responsiveness, and intelligent decision-making. This collaboration with Salesforce is not just a technology upgrade; it is about embedding intelligence into every dealer interaction and sales touchpoint. By digitising our trade channel, we are building a connected, scalable enterprise that can thrive in India’s expanding sports ecosystem while maintaining the precision and excellence SG has delivered for decades.”

As part of its product innovation strategy, Salesforce continues to expand the boundaries of enterprise AI with Agentforce — the platform that enables companies to build and deploy AI agents capable of autonomously taking action across business functions. Agentforce represents the next evolution of Salesforce, where AI agents work alongside humans to create a digital workforce that amplifies human potential and accelerates results with unmatched speed and intelligence.