Formula 1 and Salesforce have renewed and broadened their multi-year partnership with a new generation of fan engagement at its core.
The extension, running through to 2030, will see the launch of an AI-powered Fan Companion Agent, built on Salesforce’s Agentforce 360 platform.
The tool is designed to assist F1’s rapidly growing global audience with clear, accessible insight into the sport’s upcoming 2026 technical regulations – the most significant set of changes in its modern history – and other fan questions by drawing on trusted F1 sources.
Powered by unified fan data and autonomous AI capabilities, the agent will monitor trending queries and themes, helping F1 better understand what fans want to know and shaping future educational content and fan-facing materials.
Since first partnering in 2022, F1 and Salesforce have collaborated to unify fan data, personalise communications and scale engagement across digital channels, newsletters and race weekend activations.
With Salesforce products already supporting fan interaction and internal workflows, the renewed deal reinforces the platform’s central role in the championship’s commercial and customer experience strategy.
Under the extended agreement, Salesforce will continue its visible presence across the F1 ecosystem through on-track branding, digital activation and sponsorship of events.
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.
Emily Prazer
“Our fans are at 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,” said Emily Prazer, F1’s Chief Commercial Officer.
“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.”
The expanded partnership highlights how data, AI and autonomous customer engagement tools are becoming integral to modern sports organisations as they seek deeper insights, personalised experiences and scalable global fan service.
