F1 & Salesforce Extend Partnership to 2030 with New AI “Fan Companion”

The expanded deal transitions Salesforce from a traditional CRM provider into a core driver of F1’s digital fan experience. The partnership now includes a specialized AI agent aimed at educating fans and simplifying the complex engineering shifts coming to the grid in 2026.

The “Fan Companion” Agent

Powered by Salesforce’s Agentforce 360 technology, a new AI assistant (informally dubbed “Your Tech Director”) has launched on F1.com.

• 24/7 Education: The agent is specifically trained on the 2026 FIA Technical Regulations, providing unbiased, expert-level answers to fans’ engineering queries.
• Trend Monitoring: It tracks the most common questions from fans, allowing F1 to tailor its future content and broadcasts to what the audience wants to know.
• Efficiency Gains: Existing Salesforce AI tools have already reduced F1’s chat handling times by 30% and resolved 80% of routine fan issues within four hours.

Expanded Branding & Sponsorship

Beyond the digital realm, Salesforce is deepening its physical footprint in the sport:

• Las Vegas Grand Prix: Salesforce becomes an Official Partner of the high-profile night race.
• F1 Academy: The tech firm will sponsor the all-female driver series, supporting diversity and talent development.
• Trackside Visibility: Expect increased on-track and digital branding across the global race calendar.

Financials & Strategy

While official figures were not disclosed, industry analysts at GlobalData previously valued the original 2022 agreement at approximately $30 million per year. This extension follows a flurry of commercial activity for F1, including a new multi-year partnership with Standard Chartered (Wealth Management Partner) announced in January.

📊 F1 & Salesforce: Partnership Evolution