Skip to Content
Skip to Footer

Customer Engagement

Watch How McLaren Racing Aims to Deepen Fan Engagement with Salesforce

Salesforce recently announced a new, multi-year partnership with McLaren Racing to help the Formula 1 team deepen relationships with its global fan base and connect with new audiences through its Customer 360 product suite.

Why it’s important: McLaren used to broadcast to tens of millions of fans, but never had a great way of understanding what they wanted to see more or less of, and what made them excited about McLaren Racing. Now, with Salesforce, McLaren will be able to offer a more personalised relationship with every fan, helping to strengthen engagement and attract new audiences.

Driving the news: Zahra Bahrololoumi, CEO of Salesforce UKI, spoke to Zak Brown, CEO, McLaren Racing to learn how Salesforce technology will help McLaren achieve its vision for connecting with fans in new ways and drive deeper experiences.

In-depth: With Salesforce as an Official Partner of the McLaren Formula 1 Team, the partnership will deliver unique connected experiences on and off the track, helping to strengthen fan engagement and attract new audiences.

  • With Sales Cloud, Service Cloud, Marketing Cloud, and MuleSoft, McLaren will be able to engage its fans from anywhere with relevant and personalised content.
  • Salesforce will power new and enhanced McLaren digital fan experiences across all F1 races, including providing bespoke opportunities to fans through the McLaren App, a new personalised digital guest check-in experience, and unique offers to McLaren Plus subscribers.

Fans are the lifeblood of McLaren Racing… Historically [when] we’ve spoken to our fans, we haven’t really had a chance to reply. With Salesforce, we’re excited to enhance the level of engagement of understanding our fans, and be able to customise experiences for every individual, and bring this great sport to them wherever they are.


The Salesforce perspective: “For 60 years, innovation has been at the heart of everything McLaren Racing does. We’re excited to partner with McLaren to reimagine how they engage and deliver tailored experiences to millions of fans across the globe,” said Bahrololoumi. 

Go deeper:

  • See the McLaren Racing press release announcing the new partnership
  • Read more how McLaren uses Salesforce to drive greater fan engagement here
  • Read more Salesforce customer success stories here

Get the latest Salesforce News