Formula 1 uses Salesforce technology to take the lead on personalized experiences

Formula 1 is using Salesforce’s platform to get a tighter grip on its data and to develop personalized experiences for millions of fans around the globe.

Zarah Al-Kudcy, Head of Commercial Partnerships at Formula 1, says F1 has been through a period of digital transformation since the sport was taken over by Liberty Media in January 2017. As part of this programme of change, she says the sport is looking for tech-led ways to develop deeper relationships with fans, both at the track and at home:

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