Formula 1® delivers 22% higher click-through rates with Agentforce Marketing

AI-powered marketing activates unified data from multiple sources to deliver timely messages personalized for each fan’s interests and preferences.

The results

22 %

higher click-through rates

Multiple data sources unified into comprehensive fan profiles

days to activate new data in AWS, down from 8 weeks

Massive reach, untapped potential

Formula 1® is the world’s premier motorsport spectacle, reaching more than 831 million fans across broadcast and digital channels worldwide. With 26 million known fans and an exceptionally high messaging opt-in rate, F1 can connect with their audience directly — but to do so, they needed a new approach to fan engagement.

Their fan data was spread across multiple systems — from the F1 app and website to ticketing systems, merchandise stores, and the Fantasy League — making it difficult to extract insights and personalize outreach.

“Our challenge wasn't that we needed to grow more fans,” said Stefano Domenicali, CEO. “We needed to convert more of them to known fans so we can talk to them in a more personal way. Sport can be very emotional. Our goal is to reach them on that level.”

Outreach tailored to every fan

To turn fan data into meaningful engagement, F1 built a hyperpersonalized marketing engine powered by Agentforce Marketing.

Instead of relying on one-size-fits-all campaigns, F1 can now segment fans based on their interests, behaviors, and engagement history — from favorite drivers to merchandise preferences — and deliver content tailored to each individual.

For example, a fan who follows a specific team and regularly watches races on F1 TV might receive targeted updates, relevant content, or alerts about upcoming races — delivered at the moment they’re most likely to engage. F1 is also actively developing real-time mobile push notifications through the F1 app, ensuring fans receive instant updates, like when a race is about to start.

“One reason working with Salesforce has been so powerful is that we've been able to better understand who fans are,” said Donna Birkett Baida, Marketing Director. “We can connect those behavioral touchpoints and reach out to them when they're most open to communication.”

Looking ahead, Agentforce Marketing will orchestrate personalized fan journeys and automated campaign follow-ups. With plans to expand to Marketing Cloud Engagement Plus, F1 will unlock agentic flows that can trigger multi-step journeys in real time — allowing the system to autonomously interact with fans.

"Engagement isn’t a one-way street. If we truly want our fans to engage with us, the conversation has to flow both ways,” said Matt Kemp, Head of Customer Data Operations. “We’re excited about the possibilities that agentic marketing will open up for us.”

Turning fan data into engagement

This marketing engine is powered by Data 360, which unifies fan data from numerous internal and external sources. Data from the F1 app, website, Fantasy League, ticketing systems, and merchandise activity is ingested into Data 360 from AWS, F1’s primary data warehouse. Zero-copy architecture makes this data available throughout F1’s tech stack without moving or duplicating it, ensuring that profiles stay up to date while reducing complexity and latency.

These unified profiles give F1 a complete view of how each fan engages with the sport — from the content they watch to the products they buy — all in one place.

Agentforce Marketing builds on that foundation to turn insight into action. It uses this data to create dynamic audience segments and deliver personalized content across channels, such as email campaigns, app notifications, and real-time alerts tied to fan interests and behavior.

Timing is critical to making those moments count. With Einstein Send Time Optimization, F1 delivers messages at the exact moment each fan is most likely to engage. “We worked with Salesforce to completely reengineer how push notifications are delivered because real time matters in our sport,” said Kemp. “Getting that down from minutes to less than 60 seconds — at the volume we operate — is a significant achievement and a big win for our fans.”

Behind the scenes, predictive insights from F1’s AWS data warehouse further enrich each unified profile — helping them anticipate fan behavior, such as when someone is likely to purchase merchandise or engage with specific content.

Relevance that drives results

By delivering more relevant content at the right time and through the right channels, F1 has increased overall click-through rates by 22%, showing that fans are more engaged when experiences feel tailored to them. They also saw an additional 13% uplift among their most dedicated fans — deepening connections with the audience already invested in the brand.

“Through Salesforce's personalized marketing journeys, we’re able to build out ways to talk to each fan as an individual,” said Claire Sparks, Head of Portfolio & Technical Initiatives. “We saw the difference personalization makes on that fan journey from our very first early use case.”

At the same time, F1 has dramatically accelerated how quickly they can activate new data in AWS. “Previously, a new data source would’ve taken us about eight weeks. Now, it takes us two days — and that includes all the validation and reconciliation,” said Kemp. “We know that data is stitched in and applying the business rules and logic in a consistent way. Everything we're doing is robust, reliable, and repeatable, and that makes speed to market that much quicker.”

This combination of speed and personalization is critical to F1’s long-term goal of growing their known fanbase to 43 million and turning more casual viewers into loyal, engaged fans.

Why Formula 1® chose Salesforce

Salesforce Agentic Enterprise Architecture

Salesforce’s Agentic Enterprise Architecture allows F1 to unify fan data, activate it in real time, and connect marketing, service, and engagement on one platform. “It was always part of the roadmap to bring everything together to work as one single solution,” said Kemp. “Salesforce’s convergence of technologies, especially Data 360’s ability to unify the data from all our sources, was really the key differentiator for us.”

Unified system of context with Data 360

Data 360 creates a comprehensive profile for each fan based on data from internal and external data sources. This context powers a real-time understanding of fan behavior and is critical to creating tailored, targeted content that motivates engagement.

Trusted implementation partnership

Salesforce Professional Services helped F1 migrate from their previous data platform and implement Data 360 in less than four months. At the same time, Ogilvy One supported strategy — helping F1 design personalized fan journeys and optimize how Agentforce Marketing engages fans over time.

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About the company

The highest class of international racing for single-seater formula racing cars, Formula 1® is the pinnacle of motorsport and the world’s most prestigious motor racing competition.