Salesforce Enhances Formula 1 Engagement Strategy

In a bid to deepen engagement with its burgeoning global fanbase, Formula 1 has extended its multi-year partnership with Salesforce, unveiling an innovative AI-driven fan companion agent designed to demystify the sport’s upcoming 2026 technical regulations.

Announced on March 3, 2026, the collaboration introduces the new agent on the official F1.com website, leveraging Salesforce’s cutting-edge Agentforce 360 technology. This tool draws from trusted F1 sources to deliver clear, accessible answers to fans’ technical questions, while also tracking trending queries to inform future educational content and materials. The initiative marks a significant evolution in F1’s digital strategy, aiming to educate and connect with over 827 million fans worldwide as the sport braces for its most substantial regulatory overhaul in 76 years.

The partnership, which began in 2022, has already transformed how F1 interacts with its audience. By integrating Salesforce’s Agentforce Service, Marketing, and Sales products—along with tools like Slack—F1 has created unified fan profiles, personalized communications such as newsletters, and adapted to shifting audience dynamics. This latest expansion builds on those foundations, promising to scale support and introduce features that position the agent as a cornerstone of the fan experience across the F1 ecosystem.

Salesforce’s footprint in Formula 1 extends beyond technology, with continued on-track and digital branding, activations, hosting experiences, and sponsorship of F1 Academy and the Las Vegas Grand Prix. The extension ensures this presence will grow, further embedding the tech giant into the sport’s fabric.

Emily Prazer, Chief Commercial Officer of Formula 1, emphasized the fan-centric focus of the deal. “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,” Prazer said. “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.”

Echoing this sentiment, Patrick Stokes, Chief Marketing Officer of Salesforce, highlighted the synergy between precision-driven racing and AI innovation. “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,” Stokes stated. “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.”

As Formula 1 hurtles toward 2026, this partnership underscores the sport’s commitment to harnessing AI for enhanced accessibility and immersion, ensuring fans remain at the forefront of its high-speed evolution.