Salesforce (NYSE: CRM) and the Visa Cash App Racing Bulls Formula 1 team announced a partnership to deploy Salesforce's Agentforce 360 platform across fan engagement, hospitality, and race day operations.

The collaboration will use Agentforce 360, Salesforce's portfolio of AI tools, alongside Slack to connect VCARB's global teams and streamline workflows. A key feature of the partnership is the Salesforce Intelligence Centre, an installation displayed on garage screens that uses Tableau dashboards to visualize track data and historical performance metrics.

Central to the installation is TORO, an AI agent powered by Agentforce 360 that generates data visualizations and surfaces performance insights for fans and VIP guests at race events.

VCARB also plans to launch a dedicated Slack fan community offering exclusive content and race weekend interaction. For VIP guests, the team intends to use Agentforce 360 to assist with hospitality navigation and logistics at the Paddock Club.

"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," said Peter Bayer, CEO at Visa Cash App Racing Bulls.

Patrick Stokes, CMO at Salesforce, said the deployment demonstrates how unifying data, agents, and human teams can transform fan engagement at scale.

VCARB, based in Faenza, Italy and Milton Keynes, United Kingdom, is one of two Red Bull-owned Formula 1 teams and has competed in the sport since 2006.