The McLaren Racing Formula One Team announced on Tuesday that they have entered into a multi-year partnership with global CRM company, Salesforce.

Salesforce will power McLaren to deliver new and enhanced digital fan experiences across all F1 races. This will include providing bespoke opportunities to fans through the McLaren App, a new personalized digital guest check-in experience, and unique offers to McLaren Plus subscribers.

During the 2023 F1 season, Salesforce branding will be represented in McLaren’s garages and across the team’s digital touchpoints.

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.

“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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