Sponsorship & Marketing

AWS to aid future track design as F1 global partner

Amazon Web Services (AWS) has renewed and expanded its sponsorship of Formula 1, where it is set to work on aspects such as future track design and the live event experience as a global partner of the motor-racing championship.

The IT service management subsidiary of Amazon has worked with F1 since 2018, initially as the official cloud and machine learning provider. AWS has been serving as a second-tier official partner, but the deal announced today (Thursday) will see it become a global partner alongside Rolex, DHL, Aramco, Pirelli, Emirates, Heineken, Crypto.com, MSC Cruises and Salesforce.

Formula 1 said the extended partnership will begin a new phase of innovation and digital transformation of the sport, adding that the two parties will work together to “build the fan experience of the future”.

Since 2018, F1 and AWS have innovated together through the use of machine learning, launching 20 data-driven F1 Insights on live television that offer unique race strategy, car performance, and competitor insights to fans.

AWS’s high performance computing enabled complex two-car Computational Fluid Dynamics aerodynamic simulations that contributed to the development of this season’s new car design.

The renewed joint technical venture between AWS and F1 will seek to explore new, unique, and innovative ways for fans to enjoy F1 through machine learning, artificial intelligence and cloud technologies.

Along with future track designs, F1 and AWS technical experts will work on solutions across the areas of motorsport, media and data architecture, and delivery of regionalised media offerings, as well as “exploring the fusion” of gaming, live event, and live action experiences.

AWS will also seek to aid F1’s goal of Net Zero Carbon status by 2030. The partnership with AWS will continue to explore opportunities for sustainable solutions across the sport, building on previous work to reduce freight and personnel travel through remote production capabilities.

STEM talent is an area that will see increased focus through the AWS Deep Racer and AWS Gameday programmes run in collaboration with F1. These programmes offer direct access to technology related entertainment, competition, and education through F1-themed platforms.

Brandon Snow, managing director of commercial for Formula 1, said: “Since 2018 AWS and Formula 1 have worked hand in hand to deliver insight and analysis for all our fans. Together we have successfully delivered the speed, scalability, and reliability Formula 1 requires to bring the expert analysis and insights to all our audiences and stakeholders.

“AWS has the global reach, partner community, and breadth and depth of cloud services that help Formula 1 engage with fans in multiple markets. We look forward to the next chapter of this powerful partnership which is central to F1’s fan experience and growth strategy over the coming years.”

Matt Garman, senior vice-president of sales, marketing and global services at AWS, added: “With such a data-driven sport as F1, this partnership has been a natural fit – helping the sport better utilise, analyse and act upon data to deliver insights to fans that weren’t possible before this collaboration.

“Leveraging the power of the world’s leading cloud, F1 is engaging with its growing global fan base in unique ways. Their vision and execution for digital transformation is impressive and we are excited F1 has selected AWS to continue to innovate together.”