Last December, I made my wishlist clear: Salesforce needs to enter F1. You can scroll to the bottom of this article.

By March, the rumors were flying that Salesforce would announce before the opening round of the season. They didn’t.

But finally, Salesforce, the worldwide leader in customer relationship management (CRM), will join Formula 1 as a Global Partner to power and grow fan engagement. The announcement was made official this morning.

Additionally — and I feel like this is a big one — F1 will work with Salesforce to accelerate its mission to reach net zero emissions by 2030.

Of important note, Salesforce has net zero emissions today and have achieved 100% renewable energy for their global operations.

Salesforce enables organizations to take tangible steps towards carbon neutrality with their Net Zero Cloud.

Additionally, as the fan base grows, F1 needs to deepen the engagement of that fan base, and they’ll be doing it with Salesforce Customer 360 which provides a suite allowing F1 to have a better understanding of fan data. A richer understanding of fan data will be combined with new broadcast graphics, trackside signage, digital content, Grand Prix activations, and more.

From the F1 press release:

Colin Fleming, Executive Vice President, Global Brand Marketing for Salesforce, said: “Salesforce is excited to join the fast-paced world of Formula 1, partnering with them to connect with their global fanbase in a whole new way. Working with F1 to transform their approach to fan engagement and sustainability will give existing fans even more to love, and open doors for new audiences as the sport continues its rapid growth. It’s an exciting time for F1, and we’re thrilled to be a part of it.”

Brandon Snow, Managing Director, Commercial, Formula 1, said: “We are delighted to welcome Salesforce to F1 as a Global Partner, further strengthening our roster of top-tier industry leaders. Using their industry-leading technology products, we will work together to create a new era of fan experience and engagement for our ever-growing fanbase. The fans are at the heart of everything we do and both we and Salesforce will be working together to continue to improve the experience for the fans and insight we have to tailor our approach even better.”

This is yet another American tech giant entering Formula 1. There are now 90 US-based companies investing in F1.

We’ve found our new tobacco sponsorship.