Formula One Group: partnership extended with Salesforce (CRM) until 2030 and launch of an AI assistant

Salesforce, a US-based CRM software company, has extended as global partner of Formula One Group for a further five seasons (2026-2030), announced the body on 03/03/2026. Both parties have been linked since the 2022 season, under an agreement worth an estimated €27.2m per year over the 2022-2025 cycle.

This expanded partnership provides for the integration of an AI assistant developed by Salesforce into the official F1 website to help fans understand the new 2026 regulations, "the biggest change in technical regulations over the sport’s 76-year history," according to the Formula One Group. In addition to answering questions from fans, this assistant will identify the most frequently discussed topics in order to offer relevant educational content.

Besides this new feature, Salesforce will retain several visibility assets: the brand will display its logo on track-side signage and F1 digital platforms, offer activations during races, and remain the sponsor of the F1 Academy (women's Formula 4 single-seater world championship) and the Las Vegas Grand Prix (scheduled from 19 to…