BWT Alpine F1 car Credit: Adobe / BWT Alpine Formula One Team Adobe and the BWT Alpine Formula One Team have signed a global premium partnership. Under the deal, Adobe becomes the team’s official AI fan experience partner, providing software to create fan content and understand how fans engage. The partnership starts with the 2027 Formula One season, and neither side gave financial terms. Adobe said the sport’s audience is growing worldwide, and that fans now expect more personal contact with teams.
Alpine will use Adobe CX Enterprise, a set of tools that runs a company’s marketing, content and customer data in one system. Adobe said more than 20,000 brands use its software for this kind of work. The deal covers four areas. Adobe GenStudio, an AI tool for producing marketing content, will let the team make different versions of its material for fans in different countries.
Adobe Experience Platform will give the team a real-time view of fan engagement, so it can send messages on the right channel at the right time. The team will also use Adobe Brand Visibility, which tracks how a brand appears in answers from AI chatbots and search tools. Adobe said more people now use AI agents and large language models to find and research brands. Fans, meanwhile, will get access to Adobe Express, the company’s design app, to make their own images with generative AI. “Adobe’s AI technology is powering new ways to drive fan engagement around the world,” said Marissa Dacay, Adobe’s global vice president of enterprise marketing.
Guy Martin, the team’s global marketing director, said Adobe would give Alpine the tools to build experiences that reach beyond the racetrack. The team is based in Enstone, Oxfordshire, where it has worked since 1992 under earlier names including Benetton, Renault and Lotus. It races with Pierre Gasly and Franco Colapinto and employs about 1,000 people. Get the TNW newsletter ✕ Close Get the TNW newsletter Get the most important tech news in your inbox each week.
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