Salesforce and Formula 1 have extended their multi-year partnership to launch an AI-powered fan companion agent improve customer engagement.
The agent, which will be launched on the official F1 website, utilizes Agentforce 360 technology to deliver continuous support and information to motorsport fans.
This agent launch aligns with the partnership's wider goal of deepening fan interaction with F1 throughout the year, particularly as significant regulation changes take effect this season.
Emily Prazer, Chief Commercial Officer of Formula 1, explains that Salesforce’s technology will help strengthen and advance the sport’s overall fan experience.
“Our 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,” she said.
"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 1 with the introduction of the new regulations and marks another step forward in creating the best fan experience both on and off track.”
The Engagement Challenge Facing Modern Formula 1
F1 has expanded its popularity rapidly in recent years, particularly amongst younger viewers.
Now with a global audience of 827 million, its continued success in viewership requires consistent digital engagement over targeted engagement during race weekends and events.
Furthermore, roughly 43% of its viewership is under 35, whose experience expectations are fast, digital, and interactive rather than traditional static content.
Without ongoing engagement, retaining younger fans can prove challenging, with attention likely shifting other sports or streaming entertainment targeted towards their demographic.
To improve sport marketing and fan engagement, organizations must support audience retention to drive revenue growth, strengthen commercial partnerships, and enhance long-term competitiveness in the global entertainment market.
Positioning Formula 1 as an AI Driven Sports Brand
Having renewed their commercial partnership to 2030, Salesforce and Formula 1 have collaborated to launch an AI-powered fan companion agent to improve physical and digital presence at race events.
The partnership also plans to reaffirm its commitment to its wider strategic goal of improving the fan experience globally.
This latest collaboration is created off a previous partnership in 2022 to input Agentforce 360 tools across F1’s customer service, marketing, and commercial functions.
Having now been launched on the official F1 website, this agent uses Agentforce 360 technology to unify human teams, AI agents, and fan data into a single system, allowing fans to experience 24/7 support and answers by retrieving accurate information from over 100 trusted F1 sources.
