Adobe and Formula One Launch Fan Experience Partnership

Adobe and BWT Alpine Formula One Team have announced a global premium partnership to reshape fan experiences through AI – with Adobe becoming the Official AI Fan Experience Partner for the team. 

This follows record-breaking growth for Formula 1. 

According to the company, the sport now boasts more than 830 million fans globally, with the first half of the season delivering 11 consecutive sell-out Grands Prix and six new circuit attendance records. 

Brazil in particular has seen significant viewership growth, with race weekends delivering audiences up to five times larger year-over-year.

In fact, the British Grand Prix reached 18 million viewers across Brazil’s TV Globo and SportTV3 – making it the highest audience for the event in eight years.

“Formula 1 has become so much more than what happens on the track, becoming a global sports phenomenon where engineering excellence, innovation, sustainability and cultural connection meet,” says Marissa Dacay, Global Vice President of Enterprise Marketing at Adobe. 

“Our partnership with BWT Alpine Formula One Team showcases how Adobe’s AI technology is powering new ways to drive fan engagement around the world, creating more personalised connections and providing fans different ways to share their passion for the sport.”

Creating personalised fan experiences

Through the partnership, Adobe will help the team create and personalise experiences at a greater speed, while also engaging consumers who are leaning more on AI agents and LLMs to discover and research brands. 

The partnership is also set to empower creativity in fans by providing them with AI-powered design tools to express their passion for the sport.

“We are entering an incredibly exciting new era for BWT Alpine Formula One Team, and creativity and personalisation will be at the heart of how we express our ambitions, our identity and our connection with audiences and fans worldwide,” says Guy Martin, Global Marketing Director, BWT Alpine Formula One Team.

“Adobe is an incredible partner for this journey, giving us the tools to bring our vision to life in new and unexpected ways. Together we have an opportunity to create experiences that extend far beyond the racetrack.”

Creativity, passion and a sense of belonging

Adobe will also provide the BWT Alpine Formula 1 team with access to solutions across Adobe CX Enterprise, unifying marketing, creativity and AI technologies to drive more impactful fan experiences. 

This includes Adobe GenStudio, a new system for content creation to allow the team to easily create tailored experiences for fans globally. 

The team will also use Adobe Experience Platform that can provide a real-time, comprehensive view into fan engagement to enable a new level of precision. 

“What I love about this partnership is that it's ultimately about people,” says Marissa. “Technology can help us reach millions, but it is creativity, passion and a sense of belonging that make those connections meaningful.”

Who are Adobe’s key partners?

• Amazon Web Services (AWS): Adobe and AWS combines cloud infrastructure with digital experience, content management and AI capabilities.
• Formula 1: Adobe has officially entered Formula 1 by signing a global premium partnership with the BWT Alpine Formula One Team.
• IBM: Adobe and IBM spans over 20 years, focusing on enterprise-grade generative AI, agentic workflows and customer experience (CX) orchestration.
• Tata Consultancy Services (TCS): The strategic partnership between TCS and Adobe is a long-standing alliance spanning over a decade to drive enterprise digital transformation, CX and generative AI adoption.