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F1? is the “world’s greatest sports and entertainment spectacle and the pinnacle of Motorsport,” with a fanbase of 24 million known fans that continues to grow more than 30% year over year.

F1’s explosive popularity created new opportunities to use fan data for personalization.

F1 has become a global cultural phenomenon, with significant growth in recent years, including the success of Netflix’s "Drive to Survive" and an upcoming Brad Pitt film. The sport’s fanbase continues to expand, with over 750 million fans worldwide and 1.5 billion cumulative TV viewers in 2023. F1 is also younger and more diverse, with 42% of fans now female (up from 32% in 2018) and 1 in 3 fans under 35. Additionally, F1 is the fastest-growing sport on social media, with over 96 million followers across platforms.

Yet, less than 1% of F1’s total fan base will ever attend a Grand Prix?, highlighting crucial engagement and revenue opportunities. The majority of fans experience the excitement from afar through touchpoints like F1 TV, video games, and merchandise purchases.?

These experiences help to capture the magic of race day, but they also contribute to more than 100 internal and external data sources F1 owned and managed. F1 needed a way to stitch the data sources together, chart trends, and segment audiences for more personalized experiences that build loyalty across touchpoints.

Additionally, F1’s commercial sales team relies on segmented fan data to proactively identify new opportunities for corporate partnerships. Previously, without a unified view of the data or a clear way to visualize a partner’s performance, sales found it challenging to effectively demonstrate the immense value of reaching F1’s passionate and highly engaged fanbase to prospective sponsors.

Service reps needed fast access to fan data when call queues were overloaded.

F1 fans tuning into its digital channels are as excited on race day as those in the stands — and while issues like login delays, streaming glitches, or server overload are rare, addressing them quickly is essential. On the off chance something goes wrong, ensuring fans stay connected to every thrilling moment is key to keeping the excitement alive, no matter where they are.

Before Salesforce, service reps had to access fan profiles, call history, preferred devices, and other key information across multiple locations. This sometimes led to longer support times and delayed resolutions. For example, not having quick access to a fan’s past login issues or device preferences meant more time spent searching for solutions, which could impact satisfaction.

??F1 answers fan questions 80% faster with Agentforce and Service Cloud.

F1 is transforming its customer service with Agentforce — the new agentic layer on the Salesforce Platform. By blending advanced AI with intuitive self-service, F1 is making it easier than ever for fans to get help on their own through the F1 portal. In the portal, Agentforce uses natural language to handle routine issues, such as login or streaming problems, allowing fans to resolve them. For example, if someone has trouble logging in, Agentforce can walk them through the steps in real-time, helping them get things sorted quickly. This approach has already boosted first-call resolution rates to over 95%, allowing fans to spend more time enjoying the race.

F1’s commitment to seamless support doesn’t stop at self-service? — ?it extends to how Agentforce empowers customer service reps. Integrated with Service Cloud,?Agentforce helps support reps generate replies in F1’s brand voice? — ?so they can quickly edit or send responses with just a click. This has reduced average response times by 80%, all while keeping the high-quality support that customers rely on. The best part? Over time, Agentforce keeps getting smarter, learning from every interaction to make responses even better and more efficient.

Agentforce also helps reps deliver a more personalized touch. It uses comprehensive fan profiles? — ?capturing purchase history, marketing engagement, and past interactions? — ?to help reps deliver fast, personalized support. For example, if a fan has previously contacted F1 about a specific event or product, Agentforce provides reps with instant access to that information, enabling them to respond quickly with relevant, personalized solutions. This seamless integration ensures fans get tailored assistance in real time, spending less time waiting and more time enjoying the action.

F1 unifies fan data in Data Cloud, fueling Agentforce to deliver personalized service and marketing.

Agentforce’s impressive results stem from unified, actionable data, powered by Data Cloud. By consolidating over 100 data sources — including the F1 app, website, fantasy league, ticketing, and store activity — F1 creates unified profiles for its 24 million fans in its database. This harmonized data will allow Agentforce to analyze information in real time, determine the best actions, and respond to customers more effectively?.

Soon, service, sales, and marketing teams will be able to use the connected data to personalize interactions with customers, track where they disengage in the marketing funnel, and understand their favorite F1 products and channels? — ?opening up new opportunities for upselling and tailored experiences.

In the future, there's even more potential for agent-first support with Agentforce. Data Cloud will pull in data from a wider range of sources? — ?data lakes, billing, telemetry, customer feedback — to create incredibly comprehensive fan profiles. With these new insights, Agentforce will be able to anticipate fan preferences, like language and tone of voice, to provide support that's not just efficient, but truly tailored. Reps will have everything they need right at their fingertips to proactively step in and add that personal touch when it matters most.

Marketing Cloud and AI-driven personalized content increase click-through rates by 22%.

By combining unified data with agentic and predictive AI in Marketing Cloud, F1 can create more targeted segments and cater to each audience with specific content. For example, F1 can strengthen connections with its female fans by highlighting its recent partnership with LVMH, the group of fashion houses including Louis Vuitton, Mo?t Hennessy, and TAG Heuer. This way, fans can enjoy a more tailored and engaging experience with the F1 brand.

F1 can also tailor marketing content, like email new sletters and push notifications, to feature fans’ favorite drivers, interests, or sponsors. For example, Red Bull fans might receive an article about the Red Bull racing team. If Marketing Cloud identifies they’ve already read it, Einstein AI will automatically replace it with other relevant content. AI-recommended content has increased F1’s overall click-through rates 22%, in contrast to human-selected content.?

F1 also pulls in modeling from its data warehouse, AWS, to predict when a customer is likely to buy merchandise like a t-shirt within a specific price range. Based on this data, Einstein AI recommends the right ad to display in the article, which increases F1’s ad click-through rates and conversion rates. With Einstein Send Time Optimization (STO), F1 can also determine the best time to send a message so that a user is more likely to engage with it, which increases loyalty.

Tableau helps F1 secure new partnerships with audience insights.

Beyond marketing, F1’s data-driven approach extends to building stronger partnerships.?

Tableau transforms audience insights into actionable opportunities, helping commercial partners understand the value of engaging with F1’s passionate fanbase. When a new sponsor joins the F1 family, Tableau supports the partnerships team by tracking assets the partner has received, like tickets or personalized signage. Tableau dashboards allow for advanced filtering on criteria like partnership date, race event, or individual sponsor so the team can easily identify what the partner still needs to be successful.?

Going forward, the company will use Tableau and other analytics and data mining tools to help teams make sense of its massive fan data. Unlike companies in other sports or industries, F1 enjoys an exceptionally high messaging opt-in rate. Yet, data from millions of fans can be overwhelming to analyze and monetize. The company’s goal is to easily identify when and where fans become part of the “F1 universe.” For example, the data could reveal someone became a fan through F1 gaming. F1 might then view all the merchandise the fan purchased and if they’ve since subscribed to F1 TV.?

F1’s commercial partnerships team will soon use Sales Cloud to track deals before they become sponsorships. Segmented data from Data Cloud will help the team sell to potential new partners with valuable audience specifics. If the team wants to target a new partner with a niche audience, they can rely on segmented audience data from Data Cloud to enhance the pitch.?

In the future, if the team approaches an American brand, they'll be able to highlight insights like the percentage of US-based F1 fans who purchase merchandise or follow a team on social media. This will demonstrate to potential partners that they can connect with an F1 audience that is familiar with and receptive to their products. The same strategy will also help existing sponsors connect with new audiences, making their marketing efforts more relevant.

Expert guidance helped F1 transform data in less than four months.

None of these achievements would be possible without expert implementation.?

Together with Salesforce Professional Services and Salesforce consulting partner Ogilvy, F1 mapped out the outcomes it wanted to achieve and its strategy to personalize fan experiences, grow the base, and increase fan engagement. Professional Services then implemented Data Cloud in less than four months. Now, F1 has the tools to engage with millions of fans on personalized journeys and is on its way to growing its known fanbase to 43 million by 2027.

Agentforce, powered by unified data from Data Cloud, is transforming how F1 engages with fans. By harmonizing structured and unstructured data into a single, unified view, Data Cloud provides the real-time insights Agentforce needs to analyze information and determine the best course of action securely, backed by the Einstein Trust Layer. Agentforce’s autonomous capabilities can use this data to quickly resolve common issues, ?freeing up support reps to focus on more complex requests.

This seamless integration connects fan data across applications, enabling F1 to proactively engage fans, boost sales and sponsorships, and scale customer service effortlessly. With Agentforce and Salesforce’s suite of solutions, F1 is equipped to grow alongside its expanding global fan base.