Image of Caroline Buckland

Caroline Buckland
Head of Global Fan Engagement
Red Bull Racing & Red Bull Technology

LONDON, UK // LONDON, ENGLAND // Caroline is the Head of Global Fan Engagement for Red Bull Racing Formula One Team, based in England. She leads a large team managing the end-to-end fan engagement strategy for Red Bull Racing’s global fanbase, which includes the ownership of all web and digital platforms, CRM and loyalty propositions, physical and digital fan events, and digital product innovations such as NFTs, fan tokens and development of web3 experiences.

Since joining Red Bull Racing in 2021, Caroline has built out a team to deliver her vision of creating the best fan engagement proposition in the sports and entertainment industry. Under her watch, Red Bull Racing have tripled the size of their known audience, launched a multi-award-winning loyalty programme, and implemented strategies to ensure continued growth and engagement across all platforms with a hyper-targeted and personalised approach.

Caroline’s background is heavily routed in strategy, fan engagement and loyalty. Prior to joining Red Bull Racing, she spent the last 7 years working in the football industry in the UK for Premier League Champions Manchester City and Champions of Europe Chelsea Football Club. Here, she led on the development of the clubs’ adult and youth fan propositions and expansion of their fan offering to bring new audiences to the clubs. Under Caroline’s direction, Chelsea Football Club developed and launched a new Supporters Club scheme, growing it to become the largest in the Premier League and 3rd largest in the world.

Caroline earned a bachelor’s degree in Marketing and Management from Loughborough University in England. She is a board member of England Men’s & Mixed Netball Association and chairs the organisation’s marketing committee. She now lives just outside of London with her husband James.