Software company, Salesforce is reportedly close to securing a bumper deal with Liberty Media’s Formula 1.
The season’s opening race takes place in Bahrain this weekend, and the pair is hoping to finalize the deal — expected to be $30 million annually for five years — before the commencement of the Grand Prix.
Formula 1 has brought in a flurry of sponsorships recently as the sport gains more popularity.
Earlier this month, F1 announced a deal with Chinese technology company, Lenovo while in June, F1 unveiled crypto.com as a global partner in a five-year deal worth more than $100 million.
In 2020, Saudi Aramco announced its own global partnership with Formula 1.
Formula 1’s fourth-quarter revenue increased 62.3% to $787 million, with viewership reaching 1.55 billion last season. Revenue for the full year hit $2.14 billion.
