Iconic motor racing series Formula 1 (F1) has extended and expanded its commercial tie-up with customer relationship management provider Salesforce through 2030.
Via a deal unveiled today, Salesforce is set to power a new "fan engagement and education agent," an AI-assisted fan companion on F1's official online platform.
In terms of Salesforce's presence during the upcoming 2026 F1 season, the platform will maintain a strong level of visibility at races, through both on-track and digital branding, and will also be involved in activation and "hosting experiences."
Specifically, Salesforce will also sponsor the F1 Academy all-female support series, and the iconic (and lucrative) Las Vegas Grand Prix - regularly one of the series' biggest money-making Grands Prix.
Salesforce will use its Agentforce 360 tool and software to launch the fan companion, which will have the aim of providing clear and understandable responses to queries on the website. It will also monitor trending questions and themes, thus providing an insight into what subjects F1 fans are asking about the most.
The original partnership between F1 and Salesforce - a five-year agreement - began in April 2022, and since then, the brand's Agentforce Service, Agentforce Marketing, and Agentforce Sales products have all been deployed.
The initial tie-up was valued by GlobalData Sport at $30 million annually.
Patrick Stokes, chief marketing officer at Salesforce, has 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."
Emily Prazer, F1's chief commercial officer, added: "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.”
In terms of F1's commercial activity, late January saw the series announce a major new multi-year partnership with Standard Chartered, the UK-based financial services firm.
The agreement makes Standard Chartered F1’s official wealth management partner and corporate and investment banking partner.
In addition, the bank’s branding will feature on trackside signage, while its clients will have the opportunity to benefit from exclusive experiences.
Salesforce, meanwhile, is also a partner of the LIV Golf Tour.
