March 04, 2026
Salesforce Drives Engagement with Formula 1’s 827 Million Fans
Formula 1 has long been one of the world’s most-watched sports, but keeping 827 million global fans engaged is no small challenge. A new AI-powered tool, built on Salesforce’s Agentforce platform, is being deployed by the sport to do just that.
Salesforce and Formula 1 have announced a new fan companion agent as part of a multi-year partnership extension. The agent will be available around the clock to help fans get to grips with F1’s sweeping new 2026 technical regulations. Drawing on trusted F1 sources, it will answer fan queries in clear, accessible language and monitor trending questions to surface useful insights.
The CRM platform vendor describes the companion as “an essential bridge for F1’s global audience”, designed in particular to bring in younger fans who want fresh ways to engage with the sport.
Promising Results
Agentforce 360, Salesforce’s unified platform combining human teams, customer data, operations and AI, currently helps F1 staff resolve routine fan issues such as login and streaming problems. Eighty percent of queries are handled within four hours, and chat handling times have fallen by 30 per cent. Data 360, which pulls together information from over 100 sources, helps determine the next best actions for fan engagement.
Wider results across the platform are also promising. Agentforce Service has cut average customer service response times by 80 per cent and Agentforce Marketing has grown click-through rates by 22 percent.
Emily Prazer, Chief Commercial Officer of Formula 1, summed up the ambition behind the project: “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.”
Looking ahead, both companies plan to develop the agent further across F1’s broader ecosystem. Salesforce will also continue as an Official Partner of the Formula 1 Las Vegas Grand Prix and extend its support to F1 Academy.
Will Salesforce’s AI Bet Pay Off?
The F1 partnership represents the latest significant deployment of Agentforce 360 since its launch in October last year. Other Agentforce customers, including Reddit, Adecco, OpenTable and Engine, have already shared some of the benefits they have experienced. Reddit, for example, has reportedly cut resolution times by 84 percent.
These positive customer experiences are showing up in Salesforce’s financials. In its most recent Q4 2026 results, over 60 per cent of Agentforce and Data 360 bookings came from existing customer expansion, suggesting that businesses are not just trialling the product but returning to it.
Retention at that level matters. Headline deals generate attention, but sustainable growth depends on customers coming back. That Agentforce appears to be achieving both is notable, particularly given the pressure Salesforce has faced from investor scepticism around AI, which has weighed on its share price over the past year. The company has pushed ahead regardless, most recently acquiring Momentum, following a string of other investments, to strengthen Agentforce’s capabilities. Whether that resolve pays off long-term remains to be seen, but the sales figures are, for now, moving in the right direction.
The F1 deal, with its global visibility and clear use case, could prove to be one of the more persuasive adverts for what the platform can do. The test will be whether Agentforce 360 can keep pace with the expectations of a new generation of fans. Salesforce will equally be hoping for concrete results to keep customers coming back and ultimately win back investor confidence.
