AdminSalesforce has announced a new partnership with McLaren Racing that will see the CRM giant further expand its presence in Formula 1.
The McLaren Formula 1 team will now use the Salesforce 360 platform to increase contact with fans around the world, as well as open up new markets and potential customers around the world.
Specifically, the agreement stipulates that McLaren will use Salesforce Sales Cloud, Service Cloud, Marketing Cloud and MuleSoft to increase fan and partner engagement, as well as modernize its internal IT systems.
Salesforce McLaren
An unspecified “multi-year” partnership, with Salesforce branding to adorn the teams’ garages, will also allow the company to help McLaren “deliver new and improved digital experiences for fans” throughout the 2023 Formula 1 season.
This includes providing fans with tailor-made experiences via the team’s McLaren app, a new personalized digital guest check-in experience and exclusive offers for McLaren Plus subscribers.
“We are excited to integrate Salesforce’s capabilities with the McLaren Formula 1 team,” said Zak Brown, CEO of McLaren Racing. “Salesforce will help us strengthen our connection to our passionate fans and partners around the world. We look forward to using Salesforce data to create exclusive content that will elevate 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 kick off this exciting collaboration.”
Salesforce is already a global sponsor of all Formula 1 and was the title sponsor of several races last season.
“Salesforce is proud to partner with McLaren to help them get even closer to their fans on their digital platforms,” said Colin Fleming, Executive Vice President of Global Brand Marketing at Salesforce.
“McLaren is one of the most successful names in motorsport and we are excited to partner with them to deliver an amazing digital experience that will help them connect with their global fan base in a whole new way.”
