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.”
