Formula One scores deal with Salesforce

Salesforce has inked a five-year deal with F1.

Global leader in customer relationship management (CRM) Salesforce has joined the Formula One family as a Global Partner in a five-year deal. The partnership will allow Salesforce to grow and develop fan engagement for Formula One.
Formula One will be using Salesforce’s ‘Salesforce Customer 360’ to gain insight into and understand its global fanbase even better and bring the fans closer to the sport than ever before.
Both parties will also work towards sustainability as Salesforce will help Formula One with its mission of reaching net zero emissions by 2030. Salesforce already has net zero emissions today and has achieved 100% renewable energy for its global operations.
Additionally, Salesforce will also work on creating unique experiences for the fans, including new broadcast graphics such as the ‘Driver of the Day’. While Salesforce will be using Formula One’s marketing and B2B platforms through digital content, hospitality and trackside signage, Formula One will utilise Salesforce’s technology to curate innovative digital experiences to develop its own fanbase.

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Speaking about the partnership, Brandon Snow, Managing Director, Commercial, Formula One, commented:
“We are delighted to welcome Salesforce to F1 as a Global Partner, further strengthening our roster of top-tier industry leaders. 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:
“Salesforce is excited to join the fast-paced world of Formula 1, partnering with them to connect with their global fanbase in a whole new way. 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. It’s an exciting time for F1, and we’re thrilled to be a part of it.”