F1 and Salesforce expand global partnership
- Joseph K
- Mar 4
- 1 min read
Formula One and Salesforce have partnered since 2022 under an original five-year agreement worth a reported UK£100 million (US$130 million), making this renewal an early extension of the deal.
The collaboration has focused on better connecting Formula One’s rapidly expanding fanbase of more than 827 million with Salesforce’s suite of tools to collate data into unified fan profiles, personalise marketing and fan communications materials, such as the Formula One newsletter, and support the sport’s changing audience landscape.
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