Visa Cash App RB F1 Team announce Salesforce partnership

Visa Cash App Racing Bulls Formula One Team (VCARB) have announced a partnership with global agentic Customer Relationship Management (CRM) company Salesforce, bringing it on board as their Fan Engagement Partner.

The partnership will work to bring fans, data, and team operations onto one platform and transform fan engagement, hospitality, and race-day experiences.

Racing Bulls will leverage Salesforce’s portfolio of AI solutions to connect their global teams and streamline workflows, from race-day operations to fan community management.

Peter Bayer, CEO, Visa Cash App Racing Bulls Formula One Team, 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.”