Formula 1 has been a data laboratory for years, but increasingly it is no longer just about the car’s performance. Teams are also starting to use analytics and artificial intelligence to build relationships with fans, sponsors and VIP guests.
Visa Cash App Racing Bulls, the Formula 1 team known as VCARB, has entered into a partnership with Salesforce. The partnership involves the implementation of Agentforce 360 – Salesforce’s portfolio of AI solutions – and the use of Slack to coordinate team work. In practice, this means an attempt to combine sports data, CRM, fan engagement and racing operations on a single platform. Salesforce presents the project as part of a broader strategy to develop so-called ‘agent-driven enterprises’, in which AI agents support people in working with data and serving customers.
The most visible element of the collaboration will be the Salesforce Intelligence Centre, an installation displayed on screens in the VCARB garage. It is set to use Tableau to display track data, performance comparisons and the team’s historical metrics. At the heart of the solution will be TORO, an AI agent based on Agentforce 360, which is designed to provide real-time analytics and generate personalised data visualisations. For fans, this means easier access to information that is usually the preserve of engineers, analysts and commentators.
In the next phase, VCARB aims to use Slack to build a fan community based on exclusive content and real-time interaction. The team also plans to enhance the guest experience at the Paddock Club, including navigating the hospitality areas and organising logistics. This shows that the partnership is not limited to brand exposure on the car. Rather, it is an attempt to transfer tools familiar from the business world to the sport, where every second, data and fan engagement are becoming increasingly valuable.
“Formula 1 is one of the most data-driven and fastest sports in the world, and our ambition is to use this data to build deeper and more meaningful relationships with fans,” said Peter Bayer, CEO of Visa Cash App Racing Bulls. “Our partnership with Salesforce allows us to combine AI, data and real-time analytics in a way that enriches every aspect of the fan experience – from the garage to our global community. As a team committed to innovation, we are excited to be working with Salesforce to redefine what fan engagement can be in the new era of Formula 1.”
For Salesforce, the partnership with VCARB forms part of the company’s broader presence in Formula 1. The company already collaborates with the F1 organisation itself and is expanding its activities in the paddock, where the sport is becoming increasingly intertwined with technology, data and premium experiences.
“Formula 1 is all about precision, and thanks to Agentforce 360, we have already seen how the combination of data, agents and teams of people is transforming the way fans are engaged and supported on a global scale,” commented Patrick Stokes, Chief Marketing Officer at Salesforce. “VCARB is taking this concept in its own direction. By introducing Agentforce 360 to the garage, the team is setting a new standard for what an agency business looks like in the world of motorsport.”
