Formula 1® (F1) engages an audience of over 800 million fans globally across digital platforms, F1 TV, social media, ticketing, and merchandise year-round. Races happen every two weeks. Fan engagement windows are measured in minutes and commercial decisions need to move at the speed of the grid. Behind the scenes, F1’s marketing technology (MarTech) platform, Customer 360, captures interactions across all of these touchpoints to power personalization, segmentation, and commercial strategy.
However, the platform faced a significant operational challenge. According to Chris Roberts, Director of IT at Formula 1, “Our MarTech platform is the nervous system of F1’s fan engagement. But every new data source required 6 to 8 weeks of manual engineering. We had an 18-month backlog just to integrate 12 new sources.” The business was generating data faster than the engineering team could wire it up. As a result, Matt Kemp, F1 Head of Data Operations, set to improve efficiencies and data quality. “Manually ingesting data sources is time consuming, creates solution variances, and ultimately results in data integrity issues. I wanted a solution that was repeatable, robust and reliable. AWS worked backwards from our needs to implement an agentic solution that worked end to end, applying business logic at each step.”
