mclaren Racing Links Up With Salesforce

McLaren Racing has partnered with customer relationship management (CRM) platform Salesforce.

The deal will see Salesforce become an official partner to the McLaren Formula 1 team in a partnership that, according to a statement, aims to ‘strengthen fan engagement and attract new audiences.’

Salesforce will help the British Formula 1 team do this through its Customer 360 product suite. Specifically, McLaren will use Sales Cloud, Service Cloud, Marketing Cloud, and MuleSoft to engage its global fanbase with relevant and personalised content.

Through the multi-year partnership, Salesforce will also assist McLaren in delivering fan experiences across all Formula 1 races. This will include providing bespoke opportunities to fans through the McLaren App, a new personalised digital guest check-in experience, and offers to McLaren Plus subscribers.

During the 2023 Formula 1 season, Salesforce branding will appear in McLaren’s garages and across the team’s digital assets.

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, added, “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.”