Adobe has signed a global premium partnership with the BWT Alpine Formula One Team and becomes its Official AI Fan Experience Partner. The deal gives the team access to Adobe’s AI-driven content, data and design tools, which it plans to use for more personalised fan engagement from the 2027 Formula One season.
A new kind of team partner
The BWT Alpine Formula One Team and US software company Adobe (Nasdaq: ADBE) have announced a global premium partnership. Adobe takes the title of Official AI Fan Experience Partner. The two companies say the aim is to change how the team reaches its audience around the world, using AI-generated content, real-time data and design tools that fans can use themselves.
According to the announcement, Formula One’s global fan base keeps growing, and those fans now expect more connected and personalised contact with the teams they follow. The partners also point to a change in how people find information. More consumers now use AI agents and large language models (LLMs) to discover and research brands, and the team wants to be visible on those platforms as well as on traditional channels.
What Adobe brings to the team
The team will get access to Adobe CX Enterprise, a suite that brings Adobe’s marketing, creative and AI technologies together. Adobe says more than 20,000 brands use its solutions for what it calls Customer Experience Orchestration (CXO). The idea is to predict what a customer wants and respond with relevant interactions. The team says it will use the partnership to speed up this work and rethink every point where it meets its fans.
The partnership covers four main AI initiatives:
- Content creation: Adobe GenStudio, an AI-powered content supply chain tool, is meant to help the team produce tailored versions of its content for fans in different parts of the world.
- Fan data and insights: Adobe Experience Platform will give a real-time view of fan engagement. The aim is to send the right message on the right channel at the right time.
- Visibility in AI search: Adobe Brand Visibility, an AI search optimisation system, will track how the team appears on leading AI platforms so it can make changes that improve how easily it is found.
- Tools for fans: Through Adobe Express, the team will be able to give fans design tools with generative AI image creation, so they can make and share their own content about the sport.
What the two sides say
Adobe presents Formula One as a sport whose appeal now reaches well beyond the circuit.
“Formula One 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,” said Marissa Dacay, global vice president of enterprise marketing, 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 personalized connections and providing fans different ways to share their passion for the sport.”
For the team, the deal is part of a wider rethink of how it presents itself. Guy Martin, global marketing director of the BWT Alpine Formula One Team, said: “We are entering an incredibly exciting new era for BWT Alpine Formula One Team, and creativity and personalization will be at the heart of how we express our ambitions, our identity, and our connection with audiences and fans worldwide.” He added: “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.”
What it means
This is a commercial and marketing partnership, not a technical one, and nothing in the announcement involves the car or its performance. It does show how F1 teams increasingly treat digital fan engagement as a core part of their commercial work. It also shows a new concern for teams: being visible in AI-driven search, not only in traditional media and social channels.
The team says fans will see the effects of the partnership from the 2027 Formula One season onwards.
Source: 04mn2.mjt.lu