Racing Bulls inks new partnership with Salesforce

Italian Formula One team Visa Cash App Racing Bulls have announced a new partnership with global agentic CRM, Salesforce with the latter joining as the team’s Fan Engagement Partner. The partnership will work to bring the fans, data and team operations into one platform while also working towards transforming fan engagement, hospitality, and the race day experience.

Racing Bulls will use Salesforce’s full AI solutions portfolio to connect the Racing Bulls’ global teams and streamline workflows, including race day operations to fan community management. The team will provide exclusive content, real-time collaboration, and race weekend connection with the fans across the Slack platform and also give fans and VIP guests access to the sport through the Salesforce Intelligence Centre, which is a first-of-its-kind installation displayed on garage screens. 

Peter Bayer, CEO, Visa Cash App Racing Bulls, commented,

“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 Al, 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, 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.”