McLaren Racing inks partnership with Salesforce

Following the association, Salesforce has been named the official partner of McLaren Racing.

The Formula 1 team, McLaren Racing has announced a multi-year partnership with the American software entity, Salesforce.

Following the association, Salesforce has been named the official partner of McLaren Racing. 

Through this partnership, the British racing company will be assisted by the software company to strengthen its relationship with the worldwide fanbase and can connect with the fans and partners in new markets through the company’s Customer 360 product suite.

More specifically, McLaren will use Sales Cloud, Service Cloud, Marketing Cloud, and MuleSoft to make fans engage from any part of the world with prominent and personified content to establish life-long bonds. 

Another aspect of the partnership is that Salesforce will empower McLaren to provide new and enhanced digital fan experiences throughout all F1 races. It will also include delivering a scope of opportunities to the fans with the help of the McLaren App, giving a new personalised digital guest check-in experience and creative offers to McLaren Plus subscribers. 

Salesforce branding will be featured in McLaren garages and across the team’s digital touchpoints throughout the 2023 F1 season. 

Founded on February 3, 1999, and currently headquartered in San Francisco, United States, Salesforce is an American cloud-based software brand, that provides customer relationship management software and an application that concentrates on sales, customer service, marketing automation, e-commerce, analytics, and application development. 

Zak Brown, CEO, McLaren Racing, said, “We are delighted to integrate Salesforce’s capabilities into the McLaren Formula 1 Team. Salesforce will help us strengthen our connection with our passionate fans and partners around the world. We’re looking forward to using Salesforce data to create exclusive content that boosts the quality of our engagement.

He further stated, “Our 60th anniversary milestone is an exciting opportunity to connect and celebrate with our global fanbase, and I can think of no better time to kick-start this exciting partnership.”

Colin Fleming, Executive Vice President, Global Brand Marketing for Salesforce, said, “Salesforce is proud to partner with McLaren to help bring them even closer to their fans across their digital platforms. McLaren is one of the most decorated names in motorsport and we are thrilled to partner with them to deliver amazing digital experiences that help them connect with their global fanbase in a whole new way.”

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