McLaren Racing and Salesforce sign a multi-year partnership

mclaren and salesforce

Today, McLaren Racing announced that it will partner with Salesforce, the global customer relationship management (CRM) leader, as an Official Partner of the McLaren Formula 1 Team. The partnership will deliver unique connected experiences on and off the track, helping to strengthen fan engagement and attract new audiences.

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Salesforce will help McLaren deepen its relationship with its global fanbase and connect with fans and partners in new markets through its Customer 360 product suite. Specifically, McLaren will use Sales Cloud, Service Cloud, Marketing Cloud, and MuleSoft to engage its fans from anywhere with relevant and personalised content to build life-long relationships.

Through the multi-year partnership, 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 personalised 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 of 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 worldwide. 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. We are thrilled to partner with them to deliver amazing digital experiences that help them connect with their global fanbase in a new way.

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