The Racing Bulls Formula 1 (F1) motor racing team has announced a new partnership with Salesforce, the customer relationship management provider, to streamline its workflows from race day operations to fan engagement.
The partnership will center on Salesforce’s Agentforce 360, a portfolio of AI solutions integrated into the company’s cloud-based Slack platform, which will be used across the team’s operations for workflow management.
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Specifically, Agentforce 360 will enable the team to engage with fans and VIPs in real time, while Slack will keep Racing Bull’s operations connected.
Peter Bayer, Racing Bull’s chief executive, 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 F1.”
As part of the partnership, Racing Bulls, known for sponsorship reasons as the Visa Cash App Racing Bulls, will launch a dedicated Slack fan community that will feature “exclusive content, real-time collaboration, and race weekend connection,” and leverage Agentforce 360 to enhance the VIP hospitality experience.
Its first activation will see Racing Bulls establish a garage screen that will feature dashboards that visualize comparative track data and historical performance metrics, giving fans an insight into the action, strategy, and decision-making of an F1 team.
Patrick Stokes, chief marketing officer at Salesforce, said: “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 deal builds on Salesforce’s partnership with F1, which was extended and expanded earlier this year through 2030, as well as its agreement with the Mercedes F1 team.
Most recently, the company joined the commercial slate of soccer’s FIFA governing body ahead of the flagship men’s 2026 World Cup, adding to its other partnerships with US basketball’s Indiana Fever WNBA franchise and the beleaguered LIV Golf Tour.
