- Formula One teams add more AI partnerships.
- AI expands across Formula One operations.
Formula One teams are adding more artificial intelligence partnerships as the sport continues to rely on data, simulation, and race operations technology.
Eight AI partnerships were signed in Formula One and its 11 teams in the past six months, according to Ampere Analysis. The deals cover team operations, race strategy, and data handling.
Atlassian Williams F1 team has partnered with Anthropic to use its Claude model in team operations and race strategy. Williams said Claude became the team’s “Official Thinking Partner” under a multi-year partnership with Anthropic. Williams Board Advisor Peter Kenyon told Reuters the partnership goes beyond branding on cars or billboards.
“We see it as one of our differentiating points: how can this partner help us in that journey back to the top?” Kenyon said.
AI moves into F1 sponsorship
Formula One sponsorship has moved away from the tobacco-heavy branding that have dominated the sport, with technology companies now accounting for a greater share of commercial activity.
Kenyon said Williams and Anthropic are working with the team’s technology staff to identify where AI can be used in the business and demonstrate the technology in a racing environment. Formula One teams operate under a cost cap, which F1 said has increased to US$215 million for 2026.
Adam Lewis, senior analyst at Ampere Analysis, said efficiency is a common benefit associated with AI products, creating a commercial fit between teams and AI companies.
Technology was the largest spending category among Formula One team sponsors last season, reaching an estimated US$769 million, according to SponsorUnited, up 41% from the previous year.
SponsorUnited also reported that AI and machine learning brands accounted for four of the top 15 new sponsorship investors. One example is CoreWeave, the cloud infrastructure company, which has a partnership with Aston Martin F1 team.
Formula One team sponsorship reached US$2.54 billion in the 2025 season, according to SponsorUnited. SponsorUnited’s 2025 – 26 report put the total US$460 million above 2024, in 382 deals and 358 brands.
The figure placed Formula One behind the National Football League, which generated US$2.7 billion. AI companies are entering a sponsorship market where technology is already the largest spending category.
Teams use AI for operations and race support
At Oracle Red Bull Racing, Oracle said it is working with the team on an AI-powered strategy agent. The system is designed to automate data collection and surface information for engineers during changing race conditions.
Jack Harington, group partnership lead for Oracle Red Bull Racing, told Reuters the use of AI has moved beyond basic search functions. He said newer systems are being used to provide decision support rather than only retrieve information.
Oracle Red Bull Racing has a partnership with Oracle, the software company valued at US$494 billion. Harington said AI helps engineers focus on their main responsibilities by reducing time spent on supporting tasks.
F1 applies AI beyond the teams
Formula One has adopted AI through commercial and operational partnerships. Its work with Amazon Web Services includes machine learning and cloud tools for F1 Insights on live broadcasts.
AWS also said its generative AI tools were used to produce hundreds of trophy design iterations for the 2024 Canadian Grand Prix. The trophy was later crafted by a silversmith in the United Kingdom.
Lenovo has worked with Formula One since 2022 and is one of the sport’s global partners. Arthur Hu, Lenovo’s global chief information officer, told Reuters the company provides laptops, devices, and AI PCs for race delivery. Formula One said Lenovo’s role was elevated to Global Partner from 2025. Lenovo’s work with F1 includes devices and infrastructure used to support race operations and remote work in race weekends. Hu said Formula One’s technical environment creates room for further use of technology in its operations.
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