Following this deal, Workday will now be a regional partner of Formula 1 for a multi-year period. This will enable F1 to reach the sport’s massive fan base in Europe, the Middle East, and Africa. Workday content will also be delivered across F1 channels, such as notable trackside branding at European Grands Prix, as part of the expanded partnership.
Furthermore, as F1 looks for ways to digitally ramp up, it has chosen Workday’s Human Capital Management (HCM) to boost up its business functions and unleash the full potential of its talent for a changing world.
The mixture of this expanded sponsorship and the selection of the Workday HCM system highlights the current synergies between Workday and F1, in which real-time information, agility to react promptly, and the capacity to make insightful decisions under pressure are critical to success.
Brandon Snow, Managing Director, Commercial at Formula 1, said, “In F1, our supremely talented group of people are what makes the sport the success it is, and that’s down to their ability to make quick, smart decisions in key moments. It’s vital we are able to provide them with the premium service that Workday offer, whilst also showcasing what Workday can do to our engaged audience, whether that’s business-to-consumer or business-to-business. Our extended and expanded partnership will continue to see us use our unique platform to promote our shared values.”
Christine Cefalo, CMO, at Workday, commented, “At Workday, we understand that adaptability in real-time is critical to organisational success – especially in this fast-paced environment. Our renewed and expanded partnership with F1 further underscores the ongoing importance of informed decision-making, not only in the racing world but for a changing world.”