Formula 1 and Salesforce have expanded their multi-year partnership with the launch of a new AI-powered Fan Companion Agent, aimed at deepening fan engagement and helping audiences better understand the sport’s upcoming technical changes.
The digital tool will initially be available on F1.com, providing fans with round-the-clock access to information about the championship, including the sweeping 2026 technical regulations, widely regarded as one of the most significant rule changes in the sport’s history.
Powered by Salesforce’s Agentforce 360 platform, the Fan Companion Agent will respond to fan queries using verified Formula 1 data and official content. The system will also track trending fan questions, enabling the sport to better understand audience interests and tailor future content accordingly.
Emily Prazer, Chief Commercial Officer of Formula 1, said, “Our fans are the heart of everything we do, and as Formula 1 continues to grow globally, we are constantly looking for innovative ways to bring them closer to the sport 365 days a year. In Salesforce, we have found a perfect partner who shares our dedication to using world-class technology to connect fans and improve the way they consume the sport. The new fan agent will be a vital tool as we embark on the next chapter of Formula 1 with the introduction of the new regulations and marks another step forward in creating the best fan experience both on and off track.”
Patrick Stokes, Chief Marketing Officer of Salesforce, added, “Formula 1 runs on precision, and with Agentforce, we’ve already seen how unifying data, agents, and human teams has transformed the way F1 engages its fans. This expansion builds on that success, extending intelligent fan experiences across its global audience of 827 million. F1 is demonstrating what it means to run as an Agentic Enterprise and turn AI into real impact.”
The expanded partnership runs through 2030, reflecting Formula 1’s growing focus on digital engagement as its fanbase continues to evolve. According to Salesforce, the championship now has 827 million fans worldwide, with around 43% under the age of 35, making digital-first engagement tools a key strategic priority.
Salesforce technology has been integrated across Formula 1’s operations since the partnership began in 2022, helping unify fan data, personalise marketing communications and improve customer service response times. The platform currently resolves around 80% of routine fan queries within four hours and has reduced chat handling times by 30%.
Beyond the digital platform, Salesforce will continue its presence across the Formula 1 calendar through trackside branding, fan activations and hospitality experiences, as well as supporting initiatives such as F1 Academy and the Las Vegas Grand Prix.
The announcement comes as the new Formula 1 season gets underway this weekend with the Australian Grand Prix at Albert Park in Melbourne, marking the beginning of what is expected to be one of the most anticipated seasons ahead of the 2026 regulatory overhaul.
