Formula One (F1) has announced cloud-based software company, Salesforce, as a new global partner.

The five-year deal will see Salesforce grow fan engagement for the competition and provide actionable insights to help F1 reach its net zero carbon footprint goal.

The company will also provide insights through Salesforce Customer 360, which will help F1 understand their global fanbase.

Commenting on the deal, F1 commercial managing director, Brandon Snow, 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,” he said.

Salesforce global brand marketing executive vice president, Colin Fleming, added: “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.”

The partnership will also focus on bringing unique experiences to fans, through broadcast graphics and grand prix activations, additionally, Salesforce will utilise trackside signage, digital content and hospitality on race weekends to create innovative digital experiences for fans.

The deal comes after F1 added the Las Vegas Grand Prix to the 2023 calendar, which takes place in November.