The Racing Bulls Formula 1 team has announced a new partnership with customer relationship management company Salesforce aimed at improving fan engagement and streamlining team operations through artificial intelligence.
At the centre of the collaboration is Salesforce’s Agentforce 360, a portfolio of AI solutions integrated into the company’s cloud-based Slack platform. The technology will be deployed across Racing Bulls’ operations, supporting workflow management from race weekends to fan interactions.
Agentforce 360 will enable the team to engage with fans and VIP guests in real time, while Slack will help keep different areas of the organisation connected through a unified communication platform.
“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,” said Racing Bulls chief executive Peter Bayer.
“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 agreement, Racing Bulls, which competes under the name Visa Cash App Racing Bulls for sponsorship purposes, will launch a dedicated Slack fan community featuring exclusive content, real-time interaction and race weekend engagement opportunities.
The team will also use Agentforce 360 to elevate its VIP hospitality offering.
The first activation under the partnership will include a garage screen displaying dashboards that visualise comparative track data and historical performance metrics, giving fans greater insight into the strategy, decision-making processes and on-track operations of a Formula 1 team.
Salesforce chief marketing officer Patrick Stokes said the collaboration demonstrates how AI can transform engagement in elite sport.
“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.
“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 partnership further strengthens Salesforce’s presence in global sport. Earlier this year, the company extended and expanded its agreement with Formula 1 through 2030 and also maintains a partnership with the Mercedes Formula 1 team.
Salesforce recently joined FIFA’s commercial partner roster ahead of the 2026 FIFA World Cup and has additional agreements across sport, including partnerships with the Indiana Fever of the WNBA and LIV Golf.