Formula 1 fan looks up with inspiration and anticipation, wearing a team cap

F1® connects to its fans with the trusted #1 AI CRM.

F1® transforms the fan experience with CRM + AI + Data + Trust. From race day experiences to real-time personalisation, F1® uses the power of Customer 360 to deliver connected moments and grow the sport worldwide.

Give every fan a front-row seat to the action.

F1® keeps fans fired up with personalisation based on their location, the types of content they like, and their favourite driver.

F1 Fan saying Ready for your McLaren watch party?

F1® utilises all of their channels to create real-time fan journeys full of one-of-a-kind offers, genuine interactions, and exclusive deals.

F1 Fan saying You won an extra hour at the arcade

F1® offers meaningful interactions, at the exact right time, to turn new fans into loyal ones and fuel sustained growth worldwide.

F1 Fan saying you've unlocked a race-worn helmet.

A formula for success: Know your fans. Grow your fan base. Repeat.

Watch the trailer to see how F1® uses real-time data insights to create digital and in-person experiences that engage its ever-growing audience.

Drivers drive. Fans vote. Data tells the story.

After every Formula 1 Grand Prix, the world votes for its favourite driver. Wondering how the data behind each Driver of the Day breaks down? So were we.

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“With over 500 million fans worldwide, how do we understand who they are and continue to grow that audience? It’s those personalised journeys and always-on capabilities.”

Matthew Kemp, Senior CRM & Customer Service Ops Manager, F1

Read the story

A circular diagram featuring icons for all the products included in the Customer 360 product suite.

The F1® fan experience goes from 0 to 360 with the right tools.

With Salesforce’s full portfolio of products, F1® uses best-in-class CRM apps with trusted AI and connected data to boost productivity and create personalised experiences for its fans — whether they’re at the track, at home, or on the go. Are you ready to connect with your customers in a whole new way? It all happens with the world’s #1 AI CRM.

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