Sitecore names FPT Software first Global Elite reseller

Sitecore has expanded its Global Reseller Programme and introduced a Global Elite initiative, naming FPT Software as its first Global Elite Reseller.

The new initiative targets what Sitecore describes as key growth markets. Sitecore said the programme focuses on partners that can act as the primary reseller in a country, region, or market segment. In some cases, the arrangement includes exclusive rights.

Under the agreement, FPT will hold exclusive reseller rights in Vietnam. FPT will also hold non-exclusive reseller rights across select markets in Asia and the Middle East.

Sitecore said it marked the appointment at FPT's headquarters in Hanoi during a signing ceremony earlier this month.

Reseller model

Sitecore positioned the expansion as part of a partner-led route to market alongside its direct sales, alliances, and distributor relationships. The company said global resellers in the programme commit to minimum distribution targets. Sitecore linked those targets to market coverage and adoption.

FPT will advise, implement, and support customers across its authorised markets, according to Sitecore. The scope includes SitecoreAI offerings that Sitecore described as content management, digital asset management, conversion optimisation, and experience orchestration through Agentic Studio.

Sitecore described SitecoreAI as a unified marketing platform with embedded AI. It said the product brings together content, data, personalisation, search, and orchestration in one system.

Customer adoption

Sitecore framed the Global Elite initiative around faster adoption of SitecoreAI, with local delivery and accountability. It said the programme pairs "global innovation" with local execution in the markets covered by the reseller.

In the media announcement, Sitecore cited recent customer activity for SitecoreAI. It said Colt Data Centre Services, Nord Anglia Education and G4S chose SitecoreAI for digital experiences beyond the website.

Sitecore operates in a crowded market for digital experience and marketing technology platforms. Vendors compete on content management, personalisation, campaign tooling, data integration, and automation. They also face growing customer scrutiny over costs and implementation timelines as organisations reassess technology stacks.

"The Global Reseller Programme takes the power of SitecoreAI combined with the unique and compelling capabilities of the leading Agencies and Systems Integrators, to ensure every customer, in every market, is served fully. In our first Elite Reseller, FPT, we have one of Vietnam's leading companies deploying SitecoreAI using their scale, experience, focus on AI and breadth of delivery capabilities," said Dave Tilbury, Chief Operating Officer, Sitecore.

Tilbury also addressed the commercial goals tied to the partner route.

"By expanding through trusted partners, we're helping organizations adopt AI faster, lower the cost to implement, and turn better experiences into measurable business growth. " said Tilbury.

Growth focus

Sitecore said the Global Elite programme centres on growth markets where local partners can provide delivery capacity and market access. FPT is a major technology services company headquartered in Vietnam and operates across multiple international markets, including Asia and the Middle East.

Sitecore also linked the move to demand for its AI-enabled product set across regions. The company said it sees the partner model as a route to extend coverage where it may not have the same direct footprint as in core markets.

"This program helps us meet that demand by partnering with trusted local experts to bring our innovations to more markets, helping brands realize the full value of SitecoreAI faster," said Jesper Broberg, Global VP of Growth at Sitecore.

Sitecore said it plans to build out the Global Elite initiative with additional partners focused on other growth markets.