Formula 1 & Salesforce Extend Partnership with AI-Powered Fan Engagement Tool

Formula 1 and Salesforce have deepened their existing partnership, announcing a multi-year extension that will bring a novel AI-powered fan companion agent to the sport’s digital platforms. The agent, initially launching on F1.com, is designed to educate fans on the complex 2026 technical regulations and provide 24/7 support, marking a significant step in F1’s efforts to engage a younger, digitally-native audience.

The collaboration, which began in 2022 with a reported £100 million (US$130 million) five-year agreement, reflects a growing trend in sports leveraging AI to enhance fan experience and personalize engagement. The new agent will draw upon official Formula 1 sources to answer fan queries and identify trending topics, ensuring information accuracy and relevance. This builds on Salesforce’s Agentforce 360 deployment, integrating human support, customer data, and AI to create a unified platform for fan interaction.

Emily Prazer, chief commercial officer of Formula One, emphasized the importance of fan engagement in the sport’s continued growth. “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,” Prazer 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 One with the introduction of the new regulations and marks another step forward in creating the best fan experience both on and off track.”

The timing of this expansion is particularly noteworthy given the impending overhaul of Formula 1’s technical regulations in 2026. These changes, which are substantial, aim to promote closer racing and a more sustainable future for the sport. The complexity of these new rules presents a challenge for fan understanding, and the AI agent is positioned as a key resource to bridge that gap. With 43% of F1’s fanbase now under the age of 35, the need for accessible, on-demand information is paramount.

Beyond the fan-facing agent, Salesforce will continue its existing branding presence trackside and digitally, including race activations and hospitality experiences. The partnership also encompasses continued sponsorship of F1 Academy, the all-female racing series, and the Las Vegas Grand Prix, demonstrating a commitment to both the core sport and its expanding initiatives.

Formula 1’s commercial strategy has focused on building a portfolio of premium global partners. Salesforce currently occupies a top sponsorship tier alongside brands like Aramco, Heineken, and AWS. Jonny Haworth, Formula One’s director of commercial partnerships, has previously indicated a preference for maintaining exclusivity at the highest sponsorship level, suggesting a deliberate approach to partner selection.

The extension of the Salesforce partnership underscores the growing importance of data-driven fan engagement in modern sports. By leveraging Salesforce’s AI capabilities, Formula 1 aims to create more personalized experiences, deepen fan loyalty, and attract new audiences. The Agentforce platform allows for the collation of fan data into unified profiles, enabling targeted marketing and communication efforts, such as the Formula One newsletter.

Looking ahead, both Formula 1 and Salesforce plan to collaborate on further development of the AI agent, with the intention of expanding its functionality and integrating it across the F1 ecosystem. Fans can anticipate additional features designed to enhance their overall experience, solidifying the agent’s role as a central hub for information and engagement. The success of this initiative will likely serve as a blueprint for other sports organizations seeking to harness the power of AI to connect with their fans in more meaningful ways.

This partnership extension isn’t simply about technology. it’s about adapting to a changing fanbase and ensuring that Formula 1 remains accessible and engaging for generations to reach. The 2026 regulations represent a pivotal moment for the sport, and Salesforce’s AI-powered agent is poised to play a crucial role in navigating that transition and fostering a deeper connection between the sport and its global audience.