The pinnacle of motorsports, Formula 1, renowned for its high-octane races and cutting-edge technology, is taking strides to further enhance its digital footprint. In a landmark move, Formula 1 has joined forces with Globant, a leader in digital consulting and software development, to take the series’ digital experiences to new heights.
This collaboration, set to span multiple years, sees Globant stepping in as an Official Partner of Formula 1. The alliance is set to revolutionize various facets of the sport, providing an upgraded digital experience for teams and fans across the globe.
Martin Migoya, Co-Founder and CEO of Globant, expressed enthusiasm about the venture, stating, “We are proud to start working with Formula 1, the world’s most technologically advanced sport, by accompanying them in their digital transformation process and fan experience offer.” He added, “Globant builds technology that dares to delight, and we couldn’t think of a better fit than Formula 1, a competition that dares athletes to compete at the highest level and delight millions of fans worldwide.”
The initial projects of this partnership are set to transform the pit wall experience and enhance the official Formula 1 mobile app. Utilizing its technological prowess, Globant aims to elevate the digital experiences at events for fans and stakeholders alike. One of their focuses will be on improving the content delivery system on the pit wall— a real-time streaming solution that provides unique multi-channel media to F1 and its stakeholders.
“This exciting partnership with Globant will help F1 further elevate the at-track digital experience for both fans and teams,” commented Jonny Haworth, Director of Commercial Partnerships at Formula 1. He emphasized that the collaboration would allow the utilization of the latest technology to provide fans with exceptional experiences.
Pete Samara, Director of Strategic Technical Ventures at Formula 1, highlighted the role of the partnership in supporting F1’s ambition to transform key IT systems for better servicing the fanbase and stakeholders, “Together we will use Globant’s technical excellence and our combined commitment to pushing boundaries to move F1’s at event digital experience into a new age,” he stated.
The union between Globant and Formula 1 is indicative of a larger movement within the sport, where teams and the sport itself are increasingly seeking technology partnerships to secure a competitive advantage and enrich the fan experience.
On the team level, there have been notable collaborations with tech giants aimed at enhancing on-track performance and fan engagement. Such partnerships include Red Bull Racing’s initiative with Oracle to refine car design and race strategy, McLaren’s use of Alteryx for advanced analytics, Mercedes’ drive for efficiency with SAP, Aston Martin’s data management enhancements with NetApp, and Williams Racing’s cybersecurity efforts with Keeper Security.
