F1 / Salesforce
- Salesforce latest addition to series’ top sponsorship tier
- F1 to leverage CRM platform for better understanding of fan data
The Formula One global motorsport series has confirmed its multi-year partnership with cloud-based software company Salesforce.
The five-year deal sees US-based Salesforce join the series as a global partner, with the pair set to collaborate on various fan engagement and sustainability initiatives.
Notably, Formula One said it would work closely with Salesforce – which currently has net zero emissions and has achieved 100 per cent renewable energy for its global operations – to help the series achieve its own zero emissions goals by 2030.
Both parties will work on expanding the global Formula One fan base, in addition to deepening the engagement of existing fans using Salesforce’s customer relationship management (CRM) platform. The increased understanding of fan data will be combined with new broadcast graphics, trackside signage, digital content and various Grand Prix activations.
Sky News had reported in March that Formula One was poised to announce a deal with Salesforce, adding that the agreement would be worth around US$30 million a year.
With Salesforce now on board, Formula One adds to a global partner roster that also includes Aramco, Crypto.com, DHL, Emirates, Heineken, MSC Cruises, Pirelli and Rolex.
“We are delighted to welcome Salesforce to F1 as a global partner, further strengthening our roster of top-tier industry leaders,” said Brandon Snow, managing director, commercial, Formula One.
“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 the experience for the fans and insight we have to tailor our approach even better.”
Colin Fleming, executive vice president, global brand marketing for Salesforce, added: “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.”