Formula 1 fan looks up with inspiration and anticipation, wearing a team cap
Formula1 and Salesforce logos

Formula 1® wows fans with Salesforce.

F1® transforms the fan experience with CRM + AI + Data + Trust. From race day experiences to real-time personalization, F1® uses the power of Customer 360 to deliver connected moments and grow the sport worldwide.

Give every fan a front-row seat to the action.

F1® keeps fans fired up with personalization based on their location, the types of content they like, and their favorite driver.
F1 Fan saying Ready for your McLaren watch party?

F1® utilizes all of their channels to create real-time fan journeys full of one-of-a-kind offers, genuine interactions, and exclusive deals.
F1 Fan saying You won an extra hour at the arcade

F1® offers meaningful interactions, at the exact right time, to turn new fans into loyal ones and fuel sustained growth worldwide.
F1 Fan saying you've unlocked a race-worn helmet.
F1 Fan saying Ready for your McLaren watch party?
F1 Fan saying You won an extra hour at the arcade
F1 Fan saying you've unlocked a race-worn helmet.

A formula for success: Know your fans. Grow your fan base. Repeat.

Watch the film to see how F1® uses real-time data insights to create digital and in-person experiences that engage its ever-growing audience.

Drivers drive. Fans vote. Data tells the story.

After every Formula 1 Grand Prix, the world votes for its favorite driver. Wondering how the data behind each Driver of the Day breaks down? So were we.

“With over 500 million fans worldwide, how do we understand who they are and continue to grow that audience? It’s those personalized journeys and always-on capabilities.”

Matthew Kemp, Senior CRM & Customer Service Ops Manager, F1

A circular diagram featuring icons for all the products included in the Customer 360 product suite.
c360 circle

The F1® fan experience goes from 0 to 360 with the right tools.

With Customer 360, Salesforce's entire portfolio of products, F1 uses connected data, trusted AI, and the #1 AI CRM to boost productivity and create personalized experiences for its fans whether they’re at the track, at home, or on the go. Are you ready to connect with your customers in a whole new way? It all happens with the world’s #1 AI CRM.

McLaren Formula 1 Team

McLaren Racing partners with Salesforce to wow fans worldwide.

Find out how McLaren Racing is using Salesforce technology to grow its global fan base.

Learn more about F1® and how to drive your own digital transformation.