Formula One extends Salesforce agreement

Formula One has announced an extension of its partnership with Salesforce, which will see the latter remain a partner of the premier motor-racing series.

The two parties are set to launch a new fan engagement and education AI “companion” agent to further grow the sport across the world. F1 will also expand its use of Salesforce on its official platforms.

Additionally, the US cloud-based software giant will continue to enjoy on-track branding exposure at F1 Grands Prix. It will also carry out digital branding activations and host fan experiences.

Salesforce will continue to sponsor F1 Academy and the F1 Las Vegas Grand Prix.

Emily Prazer, Chief Commercial Officer of Formula One, commented:

“Our fans are the heart of everything we do, and as Formula 1 continues to grow globally, we are constantly looking for innovative ways to bring them closer to the sport 365 days a year. 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 1 with the introduction of the new regulations and marks another step forward in creating the best fan experience both on and off track.”

Patrick Stokes, Chief Marketing Officer of Salesforce, said:

“Formula 1 runs on precision and with Agentforce, we’ve already seen how unifying data, agents, and human teams has transformed the way F1 engages its fans. This expansion builds on that success, extending intelligent fan experiences across its global audience of 827 million. F1 is demonstrating what it means to run as an Agentic Enterprise and turn AI into real impact.”