Formula 1 joins forces with Globant for digital transformation

Globant's established expertise in digital solutions and software development will be leveraged to create cutting-edge IT systems and products for Formula 1.

Formula 1, the pinnacle of motorsport, has announced a new multi-year partnership with Globant, a leading software development company.

Globant will serve as an official partner, focusing on transforming the digital experiences of both F1 teams and fans.

Globant’s established expertise in digital solutions and software development will be leveraged to create cutting-edge IT systems and products for F1. This includes revamping the critical pit wall content delivery system and implementing a real-time streaming solution that provides F1 and stakeholders with unique multi-channel media access.

The partnership extends beyond digital infrastructure. F1 will leverage the software developer’s technology throughout the collaboration to create unforgettable moments for fans attending Grands Prix, both on and off the track. Additionally, the tech giant will gain prominent brand exposure throughout the season with signage on the Pit Lane Gantry and physical branding at select races.

Jonny Haworth, Director of Commercial Partnerships at Formula 1, said “This exciting partnership with Globant will help F1 further elevate the at-track digital experience for both fans and teams. F1 has always been at the forefront of innovation and this partnership will allow us to use the latest technology to give fans the once-in-a-life time experience they deserve.”

Pete Samara, Director of Strategic Technical Ventures at Formula 1, said, “In a sport with innovation at its heart, this new partnership will support F1 in its drive to transform key IT systems to better service our passionate fanbase and dedicated stakeholders. Together we will use Globant’s technical excellence and our combined commitment to pushing boundaries to move F1’s at-event digital experience into a new age.”

Martin Migoya, Co-Founder and CEO of Globant, said, “We are proud to start working with Formula 1, the world’s most technologically advanced sport, by accompanying them in their digital transformation process and fan experience offer. Globant builds technology that dares to delight, and we couldn’t think of a better fit than Formula 1, the top competition that dares athletes to compete at the highest level and delight millions of fans around the world.”

Wanda Weigert, Chief Brand Officer at Globant, said, “We make technology boost passion and elevate user and fans’ experiences. After our joint work with FIFA, Major League Rugby, and Los Angeles Clippers in the US, among other top organizations, this new partnership with Formula 1 allows us to globally keep on showing companies what we can do for their customers and how much value we can drive into their businesses.” 

Globant is a major IT and software development company founded in Argentina in 2003. The software development company has grown to have offices in around 25 countries and serves clients primarily in the US and UK. The entity focuses on helping businesses digitally transform by using technology to improve their organizations and implement artificial intelligence for software development.

This strategic partnership underscores F1’s commitment to innovation and continuous improvement. Recently, the series extended its deal with trading card giant Topps and announced a new multi-year partnership with Playseat. The racing spectacle also signed regional sponsorship agreements with McDonald‘s, FanCode, Viaplay Group, and beIN Sports and launched a free ad-supported streaming television (FAST) channel in the United States.

The 2024 season heats up with the upcoming Miami Grand Prix, scheduled for May 3-5, 2024. The reigning champion Max Verstappen leads the driver standings with 110 points, followed closely by teammate, Sergio Perez (85 points), Charles Leclerc (76 points), and Carlos Sainz Jr. (69 points). In the constructor standings, Oracle Red Bull Racing Honda RBPT holds the top spot with 195 points, followed by Scuderia Ferrari (151 points) and McLaren Racing (96 points).

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