'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
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.
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,...
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