Adobe has become the official AI fan experience partner of BWT Alpine Formula One Team, with plans to use AI-powered content, data insights and creative tools to deepen engagement with fans worldwide.
Adobe and BWT Alpine Formula One Team have announced a global partnership aimed at transforming fan engagement through artificial intelligence, with Adobe becoming the team's Official AI Fan Experience Partner.
The collaboration will see the Formula One team use Adobe's AI, marketing and creative technologies to deliver more personalised fan experiences, create tailored content and better understand how supporters engage with the brand across digital channels.
As Formula One's global audience continues to expand, fans increasingly expect more connected and customised interactions. Adobe said its AI-powered solutions will help the team create and personalise content more quickly, while also improving visibility across AI search platforms and large language models that consumers increasingly use to discover and research brands.
The partnership will also give supporters access to AI-powered creative tools, allowing them to produce and share their own F1-inspired content.
Marissa Dacay, global vice president of enterprise marketing at Adobe, said: "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.
"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."
Guy Martin, global marketing director at BWT Alpine Formula One Team, said creativity and personalisation would play a key role in the team's future.
"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 said.
"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."
As part of the agreement, Alpine will use a range of Adobe technologies, including Adobe GenStudio for AI-powered content creation, Adobe Experience Platform for audience insights, Adobe Brand Visibility to improve discoverability across AI search tools, and Adobe Express to give fans access to generative AI-powered design capabilities.
The partnership is expected to begin enhancing fan experiences from the 2027 Formula One season, helping the team reach wider audiences and strengthen its connection with supporters around the world.