The challenge
Formula 1 has evolved far beyond the race weekend, with a global fanbase of more than 827 million people engaging with the sport across an ever-growing number of digital touchpoints.
As a Global Partner of Formula 1, Salesforce plays an important role behind the scenes, helping F1 better understand its fans and create more personalised experiences throughout the year. Our challenge was to bring that partnership to life — showing how Salesforce technology helps keep fans closer to the sport, not just on race day, but 365 days a year.
Our approach
Salesforce's role in Formula 1 is significant, but we felt the most compelling story wasn't the technology itself — it was what that technology enables.
Rather than leading with the platform, we put the fans at the heart of the creative. We explored the passion, history and shared knowledge that make Formula 1 fandom so powerful, before showing how technology is creating new ways for audiences to engage with the sport they love.
This gave us a more human way into the product story. Salesforce became the enabler rather than the headline — demonstrating its value through the experiences, connections and deeper understanding it makes possible.
The results
Broadcast across Sky channels, the finished creative brought together the energy and emotion of Formula 1 fandom with tangible proof points of Salesforce's technology.
The result was a piece that worked both as partnership storytelling and product communication, reinforcing Salesforce's position as a technology partner helping Formula 1 build deeper relationships with its fans beyond the race weekend.
