Formula 1® and Salesforce have today announced the extension of their partnership in a multi‑year renewal through to 2030. As part of the continued collaboration, Salesforce will power a brand‑new fan engagement and education Agent to help the sport’s rapidly growing global audience.
As part of this continued multi-year collaboration, Salesforce will further expand its product integration through Agentforce 360 and the launch of a new AI‑powered fan companion on the official F1.com website, utilising cutting-edge innovation to grow fans’ understanding of the new 2026 regulations – the biggest change in technical regulations over the sport’s 76-year history.
Powered by Agentforce, the companion deploys advanced technology to draw on trusted F1 sources to provide clear and accessible responses to technical queries. The agent also monitors trending questions and themes, offering valuable insight into what fans are most curious about, helping shape future educational content and fan‑facing materials. This deployment represents the next phase of F1’s use of Agentforce 360 — Salesforce’s complete portfolio of products that brings humans, customer data, and AI agents together on a deeply unified platform.
Since 2022, Formula 1 and Salesforce have partnered to better connect F1’s rapidly expanding fanbase of more than 827 million, harnessing Agentforce Service, Agentforce Marketing and Agentforce Sales products, alongside internal tools such as Slack, to collate data into unified fan profiles, personalise marketing and fan communications materials, such as the F1 newsletter, and support the sport’s changing audience landscape.
Looking ahead, both Formula 1 and Salesforce will collaborate to develop the agent and enhance the F1 fan experience across the F1 ecosystem. With Agentforce already helping scale and improve support across the fan experience, fans can anticipate additional features that will make the new agent a unique and central part of their F1 fan journey.
The tool builds on Salesforce’s existing presence within the F1 ecosystem, which will continue and grow as part of the partnership extension. The world’s leading cloud-base CRM platform will maintain a strong presence at races through on track and digital branding, activation and hosting experiences and through the sponsorship of F1 ACADEMY™ and the Las Vegas Grand Prix.
Emily Prazer, Chief Commercial Officer of Formula 1, said:
“Our fans are at 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 to using world-class technology to connect with fans and evolve how they interact with F1. The new fan agent will be a vital tool for engagement and education as we embark on our next chapter with the introduction of the new regulations, marking another step forward in delivering more incredible experiences 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.”
About Formula 1®
Formula 1® racing began in 1950 and is the world’s most prestigious motor racing competition, as well as the world’s most popular annual sporting series. Formula One World Championship Limited is part of Formula 1® and holds the exclusive commercial rights to the FIA Formula One World Championship™. Formula 1® is a subsidiary of Liberty Media Corporation (NASDAQ: FWONA, FWONK, LLYVA, LLVYK) attributed to the Formula One Group tracking stock. The F1 logo, F1 FORMULA 1 logo, FORMULA 1, F1, FIA FORMULA ONE WORLD CHAMPIONSHIP, GRAND PRIX, PADDOCK CLUB and related marks are trademarks of Formula One Licensing BV, a Formula 1 company. All rights reserved.X: @F1Media