'The art of the possible is becoming possible': How Salesforce is helping Formula 1 tackle its mountains of data to make it useful for fans around the world

Salesforce is helping power the new era of Formula 1

by · TechRadar

Features By Mike Moore Published 27 July 2026

(Image credit: Getty Images)

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As the world's fastest and most glamorous sport, Formula 1 has long attracted fans of all ages around the globe - and in recent years, the success of Netflix's Drive to Survive series has helped this grow even further.

With CEO Stefano Domenicali recently stating his hope for over a billion Formula 1 fans within the next few years, the need for a resolute technology stack to handle all of the data for these fans is more important than ever.

The organization has been working with Salesforce for some time now to do just that, and at the recent Salesforce World Tour London 2026 event, I sat down with key Formula 1 tech minds to find out more.

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Augmenting and speeding forward

Having first started working together in 2019, the 2026 season marks the next level of Formula 1's partnership with Salesforce, Claire Sparks, its Head of Tech Initiatives, says, bringing in, “a maturity, a shift, a re-energization of the work we do to together…really challenging one other to do things differently, to think differently, to deliver new things.”

2026 is a key year for Formula 1 in more ways than one, as the biggest shake-up in rules and regulations for several seasons has meant major changes up and down the grid.

To help explain the changes, Formula 1 developed Tech Director, a new application built on AgentForce to take complex technical rules and distil them down for fans of all levels of expertise.

This service also looks to provide a single location for fans to get the information they need, so there is no need to switch between different apps, building customer loyalty with real-time, accurate data in a sport where change happens fast.

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