{"id":92511,"date":"2026-03-03T05:00:00","date_gmt":"2026-03-03T13:00:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?post_type=sf_press_release&#038;p=92511"},"modified":"2026-03-03T18:08:15","modified_gmt":"2026-03-04T02:08:15","slug":"formula-1-agentforce-to-grow-fan-connection","status":"publish","type":"sf_press_release","link":"https:\/\/www.salesforce.com\/news\/press-releases\/2026\/03\/03\/formula-1-agentforce-to-grow-fan-connection\/","title":{"rendered":"Formula 1 and Salesforce Deepen Partnership, Expanding Agentforce to Grow Fan Connection Worldwide"},"content":{"rendered":"\n<p><strong>SAN FRANCISCO AND LONDON \u2014 March 3, 2026 \u2014<\/strong> Salesforce (NYSE: CRM), the world\u2019s #1 AI CRM, and <a href=\"https:\/\/www.formula1.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Formula 1<\/a> (NASDAQ: FWONA, FWONK, LLYVA, LLYVK), the world\u2019s most popular annual sporting series, today announced the launch of a new <a href=\"https:\/\/www.formula1.com\/en\/page\/2026-f1-regulations\" target=\"_blank\" rel=\"noreferrer noopener\">fan companion agent<\/a> to scale and personalize engagement for F1\u2019s 827 million global fans.&nbsp;<\/p>\n\n\n\n<p>Developed as part of the multi-year partnership extension between Salesforce and Formula 1, the new agent will initially be available on <a href=\"http:\/\/f1.com\" target=\"_blank\" rel=\"noreferrer noopener\">F1.com<\/a> and act as a vital tool to provide fans with 24\/7 education on the new 2026 regulations. The Agentforce-powered companion will draw on trusted F1 sources to provide clear and accessible responses to queries regarding the updated technical regulations. It will also monitor trending questions and themes to provide fans with valuable insights.<\/p>\n\n\n\n<p>With 43% of F1 fans under 35, the fan companion agent is an essential bridge for F1\u2019s global audience as it brings in a younger demographic looking for entirely new ways to engage. This marks the next phase of F1\u2019s <a href=\"https:\/\/www.salesforce.com\/products\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Agentforce 360<\/a> deployment \u2014 Salesforce\u2019s complete portfolio of products that brings humans, customer data, and <a href=\"https:\/\/www.salesforce.com\/agentforce\/ai-agents\/\" target=\"_blank\" rel=\"noreferrer noopener\">AI agents<\/a> together on a deeply unified platform \u2014 across its digital ecosystem, as the organization continues its transformation into an Agentic Enterprise.<\/p>\n\n\n\n<p>Looking ahead, both Formula 1 and Salesforce will collaborate to develop the agent and enhance the F1 fan experience across its ecosystem. With Agentforce already helping scale and improve support across the fan experience, fans can anticipate additional features that will make the agent a unique and central part of their F1 journey.<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-vidyard wp-block-embed-vidyard\"><div class=\"wp-block-embed__wrapper\">\n<script type=\"text\/javascript\" async src=\"https:\/\/play.vidyard.com\/embed\/v4.js\"><\/script><img decoding=\"async\"  style=\"width: 100%; margin: auto; display: block;\"  class=\"vidyard-player-embed\"  src=\"https:\/\/play.vidyard.com\/5vsUN5H5QucbzzJp3VD15C.jpg\"  data-uuid=\"5vsUN5H5QucbzzJp3VD15C\"  data-v=\"4\"  data-type=\"inline\"  data-width=\"500\"  data-height=\"281\"\/>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-fueling-the-foundation-with-agentforce-360\"><strong>Fueling the Foundation with Agentforce 360<\/strong><\/h2>\n\n\n\n<p>Building on this momentum, the fan companion agent scales the groundwork already in place to help F1\u2019s employees transform fan engagement. Agentforce 360 currently helps resolve fans\u2019 routine issues, such as login or streaming problems, with 80% of queries being handled within four hours and reducing chat handling times by 30%. <a href=\"https:\/\/www.salesforce.com\/data\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Data 360<\/a> consolidates data from over 100 sources to create unified fan profiles, allowing Agentforce to analyze information in real time, determine the next best actions, and respond to customers more effectively\u200c.<\/p>\n\n\n\n<p>With <a href=\"https:\/\/www.salesforce.com\/service\/cloud\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Agentforce Service<\/a> integration, agents help F1\u2019s human customer service team generate quick replies, reducing average response times by 80%. <a href=\"https:\/\/www.salesforce.com\/marketing\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Agentforce Marketing<\/a> has increased overall click-through rates by 22% with AI-recommended content, helping F1\u2019s marketing team create a more targeted fan experience while also helping distribute internal and external communications. F1\u2019s commercial partnerships team implemented <a href=\"https:\/\/www.salesforce.com\/sales\/cloud\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Agentforce Sales<\/a> to track deals and activate audience data to pitch to potential sponsors. F1 uses <a href=\"https:\/\/www.salesforce.com\/slack\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Slack<\/a> for employees to connect more quickly and streamline communications, leveraging it for real-time communications to produce live broadcasts.<\/p>\n\n\n\n<aside class=\"more-from-block more-from-block--2 alignfull wp-block-newsroom-moreontopic\">\n\t<div class=\"more-from-block__content\">\n\t\t\t\t\t<h4 class=\"more-from-block__title\">Related<\/h4>\n\t\t\n\t\t<div class=\"more-from-block__cards more-from-block__cards--2\"\n\t\t\t\t>\n\t\t\t\n\n<article\t\t\titemscope=\"\"\n\t\titemtype=\"https:\/\/schema.org\/Article\"\n\t\tdata-card-id=\"92656\"\n\t\tclass=\"content-card content-card--large-inline is-entire-area-clickable content-card--is-boxed\"\n\t\t\tdata-clickable-area-link=\"https:\/\/www.salesforce.com\/news\/linked-content\/the-adecco-group-to-scale-agentic-ai-at-speed-with-unlimited-agentforce-license-agreement\/\"\n\t>\n\t\t\t<div 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class=\"content-card__title\">\n\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\thref=\"https:\/\/www.salesforce.com\/news\/linked-content\/heathrow-airport-agentforce-passenger-experience\/\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t\t\t\t\t\t\t\t\tclass=\"content-card__title-link\"\n\t\t\t\t\t>\n\t\t\t\t\t\t\t\tAgentforce Takes Flight at Heathrow: New AI Agent Resolves 90% of Queries to Enhance Traveler Experience\t\t\t\t<\/a>\t\t\t<\/h3>\n\t\t\n\t\t\t\t\n\t\t\n\t\t\n\t\t\t<\/div>\n\n<\/article>\n\n\t\t<\/div>\n\t\t<noscript>\n<div class=\"pagination-fallback\">\n\n\t\t<a href=\"https:\/\/www.salesforce.com\/news\/wp-json\/wp\/v2\/sf_press_release\/92511\/page\/2\/?bc=OTH#section-title\">\n\t\t\tOlder Posts\t\t<\/a>\n\t\t<\/div>\n<\/noscript>\n\t<\/div>\n<\/aside>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-accelerating-together-expanding-the-partnership\"><strong>Accelerating Together: Expanding the Partnership<\/strong><\/h2>\n\n\n\n<p>The extended partnership also enhances Salesforce\u2019s trackside and hospitality presence throughout the F1 calendar \u2014 delivering world-class experiences for customers, partners, and fans at Grand Prix events around the globe. Salesforce will continue as an Official Partner of the Formula 1 Las Vegas Grand Prix and expand its support to F1 Academy, reinforcing both companies\u2019 shared commitment to diversity, inclusion, and the next generation of talent in motorsport.<\/p>\n\n\n\n<p>\u201cOur 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. 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,\u201d said Emily Prazer, Chief Commercial Officer of Formula 1. \u201cThe 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.\u201d&nbsp;<\/p>\n\n\n\n<p>\u201cFormula 1 runs on precision and with Agentforce, we\u2019ve already seen how unifying data, agents, and human teams has transformed the way F1 engages its fans,\u201d said Patrick Stokes, CMO of Salesforce. \u201cThis 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 <a href=\"https:\/\/www.salesforce.com\/agentforce\/agentic-enterprise\/\" target=\"_blank\" rel=\"noreferrer noopener\">Agentic Enterprise<\/a> and turn AI into real impact.\u201d<\/p>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/campaign\/formula1\/\" target=\"_blank\" rel=\"noreferrer noopener\">Learn more<\/a> about the F1 and Salesforce partnership.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-about-formula-1\"><strong>About Formula 1<\/strong><\/h4>\n\n\n\n<p>Formula 1\u00ae racing began in 1950 and is the world\u2019s most prestigious motor racing competition, as well as the world\u2019s most popular annual sporting series. Formula One World Championship Limited is part of Formula 1\u00ae and holds the exclusive commercial rights to the FIA Formula One World Championship\u2122. Formula 1\u00ae is a subsidiary of Liberty Media Corporation (NASDAQ: FWONA, FWONK, LLYVA, LLYVK) 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.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>AI-powered fan companion agent surfaces insights on F1\u2019s new 2026 technical regulations.<\/p>\n","protected":false},"author":727,"featured_media":92533,"template":"","meta":{"sf_subhead":"","sf_i18n_disclaimer":false,"alternateThumbnailId":0,"sf_product_cta_id":0,"footnotes":""},"sf_content_type":[1756],"sf_theme":[1917],"sf_topic":[21212,20528,21187,1744],"sf_product":[19930,1759,1747,1772,2717,2410],"sf_industry":[],"sf_role":[],"sf_multimedia_asset":[],"sf_location":[1798],"sf_collection":[],"sf_visibility":[],"coauthors":[2027],"class_list":["post-92511","sf_press_release","type-sf_press_release","status-publish","has-post-thumbnail","hentry","sf_content_type-press-releases-customer","sf_theme-customer-engagement","sf_topic-agentic-enterprise","sf_topic-agents","sf_topic-ai","sf_topic-customer-success","sf_product-agentforce","sf_product-agentforce-marketing","sf_product-agentforce-sales","sf_product-agentforce-service","sf_product-data-360","sf_product-slack","sf_location-global"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - 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