Salesforce has expanded its relationship with Formula 1 through a new partnership with Visa Cash App Racing Bulls (VCARB), which will deploy Agentforce 360 to personalize fan engagement, support VIP hospitality and connect team operations.
The agreement will see VCARB use Salesforce’s agentic AI portfolio across fan communities, race-day experiences and internal workflows. It also brings Slack into the team’s operations, connecting VCARB’s global workforce across race weekends, fan management and hospitality.
The partnership indicates how Formula 1 is becoming a showcase for agentic CRM, with the sport’s central organization already using Salesforce to support its global fan engagement strategy.
How Formula 1 Uses Salesforce for AI-Powered Fan Engagement
Formula 1’s use of Salesforce was highlighted during a Salesforce’s Agentforce World Tour event in London last week, where executives discussed how the sport is using data, AI and collaboration tools to serve a rapidly expanding fanbase.
“Our partnership with Salesforce has helped us bring millions of fans closer to the sport, the teams, and the moments that make Formula One unforgettable,” said Formula 1 CEO Stefano Domenicali in a video at the event.
The sport has grown strongly, reaching over 830 million fans, with 300 million fans on social media and 4.5 billion engagements.
F1 uses Salesforce to bring together customer service, sales, marketing, and data capabilities, with Data 360 helping connect multiple data sources and understand what content, languages, messages and formats resonate with fans.
Salesforce supports F1’s membership program, its Race Experience app and an F1 app built on Salesforce to help personalize content for fans. AI agents are also being used to help fans self-serve, including around complex topics such as new rules and regulations. The impact on support has already been significant, Formula 1 said, and 70-75 percent of those fans are self-serving, resulting in a 50 percent reduction in average handling times.
Slack is also part of the F1 operating model, supporting communication between teams on the ground and broadcast or social teams looking to capture and distribute content quickly during race weekends.
The idea of humans directing the work while AI agents handle the operational detail is central to Salesforce’s positioning. It is also a message Formula 1’s leadership appears keen to emphasize as AI adoption grows across the sport.
Asked how F1 balances AI with the human input that defines racing, Domenicali said in a panel discussion: “We want to make sure that all the AI discussion will be beneficial for the people to make the right decision, to prepare the better car, to simulate things better.”
“But at the end of the day, the differentiating factor will always be [humans] in our sport because we’re talking about emotions, we are talking about the way we connect with people.”
VCARB Deploys Salesforce Intelligence Center and TORO AI Agent
That philosophy now extends to VCARB, as under the new partnership, the team will use Agentforce 360 to unify fan data, team operations and engagement on a single platform. A central part of the rollout is the launch of the Salesforce Intelligence Center, described by the companies as a first-of-its-kind installation displayed directly on VCARB garage screens.
The center will feature Tableau dashboards visualizing comparative track data and historical performance metrics. It will also include TORO, an AI agent powered by Agentforce 360, which can surface insights and generate custom visualizations in real time.
The aim is to give fans and VIP guests a deeper view into the performance data, strategy and decision-making behind the team’s race weekends.
VCARB also plans to launch a dedicated Slack fan community designed around exclusive content and real-time collaboration. For VIP guests, the team intends to use Agentforce 360 to help manage Paddock Club hospitality and logistics, freeing human support teams to focus on higher-value interactions.
Peter Bayer, CEO at 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,” Bayer added.
VCARB Deploys Salesforce Intelligence Center and TORO AI Agent
Salesforce is increasingly framing Agentforce 360 not just as a customer service or sales automation tool, but as an operating layer for organizations with large, fast-moving audiences and complex internal teams.
Formula 1 demonstrates that with its extensive global reach, high-pressure live operations, multiple digital channels and fans who expect real-time, personalized experiences.
As Domenicali put it:
“All the technology that is around us has to be used by us to improve the way that we can work, to improve the way we can connect.”
With VCARB now taking that model directly into the garage, Salesforce’s Formula 1 story is becoming less about CRM in the background and more about AI-powered engagement at race speed.
