Visa Cash App Racing Bulls (VCARB) has partnered with Salesforce in a move designed to transform fan engagement and operational efficiency through the deployment of advanced artificial intelligence technologies across the Formula 1 team’s ecosystem.
The strategic collaboration will see VCARB implement Salesforce’s Agentforce 360 platform, integrating AI agents, customer relationship management tools, analytics capabilities, and collaboration technologies to deliver more personalised experiences for fans while enhancing internal workflows and hospitality operations.
Central to the partnership is the launch of the Salesforce Intelligence Centre within the VCARB garage. Powered by Tableau, the platform will provide fans and VIP guests with access to interactive race insights, historical performance metrics, and real-time data visualisations, offering a deeper understanding of the strategy and decision-making processes that underpin modern Formula 1 competition.
The partnership will also introduce TORO, an AI-powered digital agent built on Agentforce 360. Designed to make complex racing data more accessible, TORO will deliver personalised insights, generate real-time visualisations, and answer fan queries using team data, helping supporters engage more deeply with race strategy, performance trends, and key moments throughout the season.
Beyond fan-facing initiatives, Salesforce technology will be embedded across VCARB’s operations. Slack will be deployed to strengthen collaboration between team personnel across race weekends and day-to-day activities, while AI-driven tools will support hospitality services by streamlining guest experiences and enabling staff to focus on high-value interactions.
Peter Bayer, CEO of Visa Cash App Racing Bulls, said, “Formula 1 is one of the most data-rich and fast-moving sports in the world, and our ambition is to use that data to create deeper, more meaningful connections with our fans. Partnering with Salesforce allows us to bring together AI, data, and real-time insights in ways that enhance every aspect of the fan experience, from the garage to our global community. As a team that embraces innovation, we’re excited to work with Salesforce to redefine what fan engagement can look like in this new era of Formula 1.”
Patrick Stokes, CMO at Salesforce, added, “Formula 1 runs on precision, and with Agentforce 360, we’ve already seen how unifying data, agents, and human teams transforms fan engagement and support at a global scale. VCARB is building on that foundation in its own way. By bringing Agentforce 360 into the garage, VCARB is setting the bar for what an Agentic Enterprise looks like in motorsports.”
The agreement further expands Salesforce’s growing presence in global sport, with the technology giant already maintaining partnerships across major properties including Formula 1, FIFA, McLaren Racing and Tottenham Hotspur. The company has also strengthened its footprint in India through its association with cricket legend Rahul Dravid.
For VCARB, the partnership adds another blue-chip global brand to a commercial portfolio that includes Visa, Honda, ExxonMobil and Octave. The announcement comes as the team continues its competitive campaign in Formula 1’s fiercely contested midfield battle, with drivers Liam Lawson and Arvid Lindblad preparing for this weekend’s Austrian Grand Prix.
As Formula 1 teams increasingly seek to differentiate themselves through technology and fan engagement, the VCARB-Salesforce partnership highlights how AI is evolving from a back-office tool into a central pillar of the modern sports entertainment experience.
