McLaren announce Salesforce partnership

British Formula One team McLaren have announced a new partnership with Salesforce — a global leader in customer relationship management that is based out of San Francisco, California. Salesforce joins as an Official Partner of the McLaren F1 team.

As Official Partner, Salesforce will work with McLaren to deliver unique fan experiences both on and off the track, with the goal of strengthening fan engagement and reaching out to newer audiences. McLaren will use Salesforce’s Customer 360, Sales Cloud, Service Cloud, Marketing Cloud and MuleSoft tech to connect and engage with fans worldwide using relevant content.

The partnership will also have the Salesforce logo present on the McLaren garages and across digital team assets. 

Zak Brown, CEO, McLaren Racing, commented:

“We are delighted to integrate Salesforce’s capabilities into the McLaren Formula 1 Team. 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.

“Our 60th anniversary milestone is an exciting opportunity to connect and celebrate with our global fanbase, and I can think of no better time to kick-start this exciting partnership.“

Colin Fleming, Executive Vice President, Global Brand Marketing for Salesforce, added:

“Salesforce is proud to partner with McLaren to help bring them even closer to their fans across their digital platforms. McLaren is one of the most decorated names in motorsport and we are thrilled to partner with them to deliver amazing digital experiences that help them connect with their global fanbase in a whole new way.“