Visa Cash App Racing Bulls have announced a new partnership with Salesforce, the enterprise software giant, to deploy artificial intelligence across the team’s fan engagement, hospitality operations, and race day experiences using the Agentforce 360 platform.
The deal, announced by the Faenza-based Formula 1 team, will unify fan data, team operations, and communications on a single AI-driven platform. VCARB will also integrate Salesforce’s Slack messaging tool to connect its global workforce and streamline workflows spanning race day logistics and fan community management.
Central to the partnership is the Salesforce Intelligence Centre, described as a first-of-its-kind installation displayed on garage screens. The system features Tableau dashboards that visualize comparative track data and historical performance metrics. Powering the installation is TORO, an AI agent built on Agentforce 360 that generates custom data visualizations and surfaces insights in real time, giving fans and VIP guests a window into the performance data and strategic decision-making behind Formula 1.
Peter Bayer, CEO of Visa Cash App Racing Bulls, framed the partnership as part of the team’s broader digital ambitions. “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,” Bayer said. “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.”
The team also outlined plans to launch a dedicated Slack-based fan community offering exclusive content, real-time collaboration, and direct connection during race weekends. For VIP guests, VCARB intends to reimagine the Paddock Club hospitality experience by using Agentforce 360 to help attendees navigate logistics, freeing human support staff to focus on high-touch interactions.
Patrick Stokes, CMO of Salesforce, said the collaboration builds on the company’s existing presence in Formula 1. “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,” Stokes said. “By bringing Agentforce 360 into the garage, VCARB is setting the bar for what an Agentic Enterprise looks like in motorsports.”
VCARB positioned itself as one of Formula 1’s most digitally native teams, describing the Salesforce deal as more than a traditional sponsorship. The partnership represents a broader push within the sport to leverage AI and data analytics not only for on-track performance but for commercial and fan-facing operations as the series continues to grow its global audience.