Recent data from Ampere Analysis shows that eight new AI-focused partnerships have been signed in just the past six months, highlighting how deeply embedded the technology is becoming across the sport and its 11 teams.
Teams Turn to AI for Competitive Advantage
Among the most notable developments, Williams Racing has partnered with Anthropic to deploy its Claude AI model in support of team operations and race strategy.
“It’s much more than a sticker on a car or a sticker on a billboard,” said Peter Kenyon, a board adviser to Williams. “We see it as one of our differentiating points: how can this partner help us in that journey back to the top?”
The shift reflects a broader change in Formula One sponsorships. Where branding once centred on industries like tobacco, modern partnerships increasingly revolve around technology firms that actively contribute to performance—helping teams interpret vast datasets and optimise decision-making in real time.
AI is also proving valuable in helping teams operate within Formula One’s strict financial regulations, including the $215 million cost cap.
“Efficiency is one of the ubiquitous benefits of AI products, meaning a natural synergy between teams and AI brands,” said Adam Lewis, a senior analyst at Ampere Analysis.
By automating processes and improving resource allocation, AI tools are enabling teams to remain competitive while staying within financial limits.
Red Bull, Oracle and the Rise of ‘Agentic’ AI
At Red Bull Racing, AI integration has evolved beyond simple data analysis. Through its partnership with Oracle, the team is deploying more advanced, decision-support systems.
“So it’s gone from a sort of basic AI to more of an agentic approach where rather than just searching for something, it’s actually providing decisions for us,” said Jack Harrington, the team’s group partnership lead.
This evolution allows engineers to focus on core performance tasks while AI handles complex simulations, predictive modelling, and real-time race scenarios.
Big Tech Expands Presence in F1 Ecosystem
Major technology firms are increasingly using Formula One as a global showcase for their AI capabilities. Google, for instance, has expanded its involvement with McLaren by shifting its branding focus toward Gemini, its generative AI platform.
Similarly, cloud infrastructure company CoreWeave has partnered with Aston Martin F1 Team, reflecting growing investment from AI-driven firms in the sport.
Technology spending by F1 teams reached an estimated $769 million last season, a 41% increase year-on-year, according to SponsorUnited, with AI and machine learning companies making up a significant portion of new sponsors.
Beyond the teams, Formula One itself is integrating AI into its operations. Through its partnership with Amazon Web Services, the sport has introduced generative AI into live broadcasting, enhancing race analysis and viewer engagement.
In 2024, generative AI was even used in designing the Montreal Grand Prix trophy, blending traditional craftsmanship with modern technology.
Global technology partner Lenovo has also played a role in supporting F1’s digital infrastructure, providing AI-enabled devices to improve productivity, mobility, and remote collaboration during race operations.
“Formula One is at the sweet spot where it's an intensely technical sport,” said Lenovo’s CIO Arthur Hu. “And so I think that only opens up new possibilities.”
The sport’s technological evolution is mirrored by its financial growth. Formula One generated $2.54 billion in team sponsorship revenue during the 2025 season, making it the second-highest grossing sports property globally, behind the NFL.
As AI continues to evolve, its role in Formula One is expected to deepen—from strategy and simulation to compliance and fan engagement. What was once a sport defined by mechanical innovation is now equally driven by algorithms, data, and machine intelligence.
In a competition where milliseconds matter, AI is no longer just an advantage—it is quickly becoming essential.