Formula 1 and Salesforce Deepen Partnership with AI-Powered Fan Engagement
Formula 1 and Salesforce have expanded their global partnership, launching an AI-powered fan companion agent designed to enhance fan engagement and understanding of the sport’s evolving technical regulations, particularly those coming into effect in 2026. This multi-year extension builds upon an initial five-year agreement established in 2022 .
AI-Powered Fan Companion Agent
The new fan companion agent, available initially on F1.com, will provide fans with 24/7 access to information and insights regarding the complex 2026 technical regulations. The agent utilizes trusted F1 sources to deliver clear and accessible responses to fan queries and will also monitor trending questions to proactively offer valuable insights .
Expanding Fan Reach and Engagement
With Formula 1 boasting a global fanbase of over 827 million , the partnership aims to scale and personalize engagement, particularly among the younger demographic, with 43% of F1 fans under the age of 35 . The agent is a key component of F1’s Agentforce 360 deployment, Salesforce’s platform integrating human expertise, customer data, and AI agents.
Partnership Details and Future Development
Salesforce will continue to maintain trackside and digital branding, race activations, and hospitality experiences as part of the extended agreement. The partnership also includes continued sponsorship of F1 Academy and the Las Vegas Grand Prix . Both Formula 1 and Salesforce plan to collaborate on further development and enhancement of the agent to improve the overall fan experience across the F1 ecosystem.
Statements from Leadership
Emily Prazer, chief commercial officer of Formula One, stated, “Our fans are the heart of everything we do, and as Formula One 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. The new fan agent will be a vital tool as we embark on the next chapter of Formula One with the introduction of the new regulations and marks another step forward in creating the best fan experience both on and off track.”
Salesforce is positioned as the world’s #1 AI CRM .