Aston Martin Aramco Formula One Team has unveiled a multi-year partnership renewal with ServiceNow, the AI platform for business transformation.
Since their partnership in 2023, ServiceNow has assisted in streamlining operations throughout the AMR Technology Campus and trackside by automating IT and facility demands, centralising the employee experience, and improving data analytics to speed up decision-making. ServiceNow powers Aston Martin Aramco by bringing the people, processes, data, and workflows together on a single platform, allowing staff to concentrate on what is most important: track performance.
The expanded cooperation will integrate ServiceNow’s cutting-edge technology with the team’s HR and Finance responsibilities, resulting in increased efficiency and enabling the team to make data-driven decisions that create long-term success.
As part of the renewal, ServiceNow branding will be prominently displayed in major areas of the AMR25, as well as, for the first time, on driver race suits during the 2025 season.
Jefferson Slack, Managing Director of Commercial, Aston Martin Aramco Formula One Team, said, “ServiceNow is a leader in business transformation, and we are thrilled to continue working together as we transition into a long-term partnership with them. Their advanced technology is set to revolutionise our team’s operations, and I look forward to seeing it develop as we head into the 2025 F1 season.”
Colin Fleming, Chief Marketing Officer, ServiceNow, said, “Formula One and ServiceNow share the same DNA – precision, speed, and innovation – so extending our partnership with the Aston Martin Aramco Formula One Team is a natural next step. We’re excited to see how our technology is helping the team to work faster, more efficiently, and ultimately reach peak performance. Together, we’re pushing the limits of what’s possible, both on and off the track.”
Recently, the F1 team also announced Coinbase as its official crypto partner.
