Alpine F1 team signs three-year extension with Sprinklr

Partnership extension focuses on enhancing fan experience.

The Alpine Formula One team have signed a three-year extension with Sprinklr, an enterprise software company.


  • Company remains an official partner and customer experience management-platform (CXM) provider
  • Team to leverage all four Sprinklr product suites – Sprinklr Service, Sprinklr Insights, Sprinklr Marketing, and Sprinklr Social
  • Company to provide artificial intelligence-powered (AI) listening and fan engagement on more than 30 digital channels

Context: The software company first partnered with the French team in March last year, and this three-year extension will see Alpine look to future-proof its marketing, customer service, and engagement strategy.

Comment: David Gendry, vice-president of marketing and communications, Alpine, said: “At BWT Alpine F1 Team we are always looking to reach our fans and engage in new ways. With Sprinklr, we can connect fans to the moments that matter: before, during, and after each Grand Prix. After a successful 2022 season, we are thrilled to extend our partnership to better understand our fans and optimize our digital engagements to best serve them.”

Coming next: Alpine return to action at the Azerbaijan Grand Prix, taking place on the streets of Baku from 28th to 30th April.

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