McLaren F1 team sign fan-centric partnership with Salesforce

British team tap cloud-based software to engage fans and build personalised content.

The McLaren Formula One team have signed a multi-year partnership with Salesforce with a particular focus on customer relationship management (CRM).


  • McLaren will use specialist firm's Sales Cloud, Service Cloud, Marketing Cloud, and MuleSoft products to engage fans and build personalised content
  • The team's app also receives a new personalised digital guest check-in experience and unique offers to McLaren Plus subscribers
  • Salesforce branding to be present in the McLaren garages and across the team's digital touchpoints

Context: This represents an expansion for Salesforce's motorsport commitments, with the cloud-based software company already having a UK£20 million per year contract with Formula One. The five-year deal, signed in 2022, focuses on fan engagement and sustainability initiatives.

Comment: Zak Brown, chief executive of McLaren Racing, said: “Salesforce will help us strengthen our connection with our passionate fans and partners around the world. We’re looking forward to using Salesforce data to create exclusive content that boosts the quality of our engagement.”

Coming next: The Salesforce branding will be visible in the McLaren Formula One garage for the first time at the next race weekend in Australia from 31st to 2nd April.

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