Formula One has extended its global partnership with Salesforce in a new multi-year agreement that will see the launch of a fan engagement tool powered by artificial intelligence (AI).
Key details:
- AI-powered fan companion will focus on education around the 2026 technical regulations
- The agent draws on official sources to answer technical questions and track trending fan queries
- Both parties will look to develop and scale the agent over time so fans can expect additional features to be added
- Salesforce to maintain trackside and digital branding, race activations and hospitality experiences
- Agreement includes continued sponsorship of F1 Academy and the Las Vegas Grand Prix
Context:
Formula One and Salesforce have partnered since 2022 under an original five-year agreement worth a reported UK£100 million (US$130 million), making this renewal an early extension of the deal.
The collaboration has focused on better connecting Formula One’s rapidly expanding fanbase of more than 827 million with Salesforce’s suite of tools to collate data into unified fan profiles, personalise marketing and fan communications materials, such as the Formula One newsletter, and support the sport’s changing audience landscape.
Salesforce remains one of the 11 brands in Formula One’s top sponsorship tier, alongside the likes of Aramco, Heineken and AWS. This number is likely to be the limit on global partners as Jonny Haworth, the series’ director of commercial partnerships, previously told BlackBook Motorsport that Formula One is “open to new partners, but we’re quite restrictive at the top end of the scale to make sure there’s that value of exclusivity with the number of partners at that level”.
Comment:
“Our fans are the heart of everything we do, and as Formula One continues to grow globally, we are constantly looking for innovative ways to bring them closer to the sport 365 days a year,” said Emily Prazer, chief commercial officer of Formula One.
“In Salesforce, we have found a perfect partner who shares our dedication in using world-class technology to connect fans and improve the way they consume the sport. The new fan agent will be a vital tool as we embark on the next chapter of Formula One with the introduction of the new regulations and marks another step forward in creating the best fan experience both on and off track.”
Go deeper:
- F1 focused on retaining exclusivity for global sponsors amid partnership growth
- F1 sponsorship revenue ‘to exceed US$3bn’ in 2026
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