Motor racing’s top-tier Formula 1 (F1) series has brought on board technology innovation company Globant as an official partner until 2026.
The first project the duo will undertake focuses on improving the content delivery system used on the F1 teams’ pit wall during races. This real-time streaming service allows the 10 teams and key stakeholders “with unique multi-channel media.”
Globant will also work on the mobile app that F1 offers at each grand prix as part of the overall fan experience.
F1 will use premium Globant technology to “better connect fans digitally and help create once-in-a-lifetime moments for fans attending grands prix.”
This deal has been unveiled ahead of the upcoming Miami Grand Prix on Sunday (May 5).
Earlier this month, experienced sports marketing executive Joel Seymour-Hyde was named head of partnership management at F1.
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By GlobalData
Seymour-Hyde previously spent 16 years at Octagon but ended his long tenure with the international marketing agency last December.
Globant, meanwhile, announced a partnership with North America’s professional Major League Rugby competition last November.
The company also has a joint venture with the tech wing of Spanish soccer’s top-tier LaLiga.
