Formula 1 Continues Partnership with Amazon Web Services

Formula 1 (F1) has renewed and expanded its partnership with Amazon Web Services (AWS), now a F1 global partner. The partnership will begin a new phase of the sport, as AWS and F1 will work together to build the fan experience of the future.   

The renewed joint technical venture between AWS and F1 will explore new ways to enjoy F1 through the power of machine learning, artificial intelligence and cloud technologies. Together, F1 and AWS technical experts will work to design solutions across the areas of motorsport, media and data architecture, future track designs and delivery of regionalized media offerings as well as exploring the fusion of gaming, live event and live action experiences.   

Sustainability is a focus for F1 and is working toward being Net Zero Carbon 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 critical to F1 and AWS and an area that will see increased focus through the successful AWS Deep Racer and AWS Gameday programs run in collaboration with F1. The programs offer direct access to technology-related entertainment, competition and education through F1-themed platforms, offering a way for fans to learn and develop machine learning and artificial intelligence skills. 

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“Since 2018 AWS and Formula 1 have worked hand-in-hand to deliver insight and analysis for all our fans,” says Brandon Snow, managing director, commercial, Formula 1. “Together we have successfully delivered the speed, scalability and reliability Formula 1 requires, bringing 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.”   

“AWS helps companies push the limits of what their data can do,” says Matt Garman, senior vice president, sales, marketing and global services, AWS. “With such a data-driven sport as F1, this partnership has been a natural fit – helping the sport better utilize, analyze 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.”   

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CAA Sports facilitated the renewed partnership through its global representation of F1.