Salesforce has announced a new partnership with McLaren Racing that will see the CRM giant further increase its presence in Formula 1.
The McLaren Formula 1 team will now use the Salesforce 360 platform to strengthen its connection with fans around the world, as well as open up new markets and potential customers globally.
Specifically, the agreement will see McLaren use Salesforce Sales Cloud, Service Cloud, Marketing Cloud and MuleSoft to strengthen its engagement with fans and partners, as well as modernize its internal IT systems.
McLaren sales force
The unspecified 'multi-year' partnership, with the Salesforce brand set to grace the team's garages, will also see the company help McLaren 'deliver new and improved digital fan experiences' during the 2023 Formula 1 season.
This includes providing personalized opportunities to fans via the team's McLaren app, a new personalized digital guest check-in experience and unique offers for McLaren Plus subscribers.
“We are delighted to bring the capabilities of Salesforce to the McLaren Formula 1 team,” said Zak Brown, CEO of McLaren Racing. "Salesforce will help us strengthen our connection with our passionate fans and partners around the world. We look forward to using Salesforce data to create exclusive content that enhances the quality of our engagement."
"Our 60th anniversary is an exciting opportunity to connect and celebrate with our global fan base, and I can't think of a better time to launch this exciting partnership."
Salesforce is already a global sponsor partner for the sport of Formula 1 as a whole and was the title sponsor of several races last season.
“Salesforce is proud to partner with McLaren to help them further connect with their fans on their digital platforms,” said Colin Fleming, Salesforce executive vice president of global brand marketing.
“McLaren is one of the most decorated names in motorsport and we are delighted to partner with them to deliver incredible digital experiences that help them connect with their global fan base in a whole new way.”