Salesforce accelerates Formula 1 fan engagement with five-year partnership

Salesforce has joined Formula 1 as a global partner to power and grow engagement and strengthen fans’ connection to the sport.

As part of the multi-year deal, F1 will also work with Salesforce to gain actionable insights from its carbon footprint, helping to accelerate its mission to reach net zero emissions by 2030.

Through providing greater insight into the global F1 fanbase, Salesforce Customer 360 will help inform behaviours, communication, and actions with fans as they engage with the sport. The five-year partnership is also focused on bringing unique experiences to viewers; this will include new broadcast graphics, starting with Driver of the Day in Melbourne.

Salesforce will utilize F1’s marketing and B2B platforms through trackside signage, digital content, and hospitality at Grand Prix races. By leveraging the technology and expertise from Salesforce to create innovative digital experiences and accelerate sustainability efforts, F1 hopes to build and develop the most engaged fanbase in sports.

Colin Fleming, executive vice president of global brand marketing for Salesforce, said: “Salesforce is excited to join the fast-paced world of Formula 1, partnering with them to connect with their global fanbase in a whole new way. Working with F1 to transform their approach to fan engagement and sustainability will give existing fans even more to love, and open doors for new audiences as the sport continues its rapid growth. It’s an exciting time for F1, and we’re thrilled to be a part of it.”

Brandon Snow, managing director of commercial at Formula 1, added: “We are delighted to welcome Salesforce to F1 as a Global Partner, further strengthening our roster of top-tier industry leaders. Using their industry-leading technology products, we will work together to create a new era of fan experience and engagement for our ever-growing fanbase. The fans are at the heart of everything we do and both we and Salesforce will be working together to continue to improve their experience.”