With Salesforce, Visa Cash App Racing Bulls (VCARB) are redefining what Formula 1® can be in the era of humans and AI agents working together. They’re bringing fans inside the garage, the data, the team, and the moment, all on one unified agentic platform.
VCARB welcome fans inside the garage to see the intelligence that powers racing at 200 mph. With Tableau, Salesforce Intelligence Centre screens give VIP guests a front-row seat to the live and historical data shaping every split-second choice. Built into that experience is TORO, an AI agent powered by Agentforce. Just ask a question and it answers. Or have it create a custom data visualisation for you on the spot.
VCARB will bring fans closer to the action with a dedicated Slack community built around exclusive content, real-time collaboration, and race weekend connection. And for VIPs, VCARB will reimagine a more personalised Paddock Club experience with Agentforce helping guests navigate hospitality and logistics.
With Salesforce, we give all our fans a seat at the table and make every race weekend feel like it was built for them.”
Peter BayerCEO, VCARB
As an Agentic Enterprise, F1® can deliver personalised experiences to 831 million fans anytime, anywhere. Think instant, intelligent answers to service enquiries and complex racing questions. Or, hyper-personalised content and lightning-fast race-day alerts straight to their phones. By connecting every fan interaction in a single view, F1 can anticipate buying intent, leading to a 22% boost in engagement.
Learn how F1® is driving fan growth with more personalised service for millions.
Learn how Formula 1® is building an agent-first engagement system to handle outreach, save time, and improve outcomes.
Hear how LIV Golf CEO Scott O'Neil and golf superstar Bryson DeChambeau use AI to bring fans closer to the sport they love.
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