Formula 1
N° 2, St James's Market,
London, SW1Y 4AH,
United Kingdom
London, SW1Y 4AH,
United Kingdom
44 20 3909-1000
Leisure and Hospitality
Formula 1 Technographics
Formula 1 Technographics, Software Purchases, AI and Digital Transformation Initiatives
Discover the latest software purchases and digital transformation initiatives being undertaken by Formula 1 and its business and technology executives. Each quarter our research team identifies on-prem and cloud applications that are being used by the 5000 Formula 1 employees from the public (Press Releases, Customer References, Testimonials, Case Studies and Success Stories) and proprietary sources.
During our research, we have identified that Formula 1 has purchased the following applications: Getty Images for Content Management in 2021, Salesforce Marketing Cloud Personalization (ex Interaction Studio, Evergage) for Personalization and Product Recommendations in 2022, Amazon Elemental MediaConnect for Call Center in 2020 and the related IT decision-makers and key stakeholders.
Our database provides customer insight and contextual information on which enterprise applications and software systems Formula 1 is running and its propensity to invest more and deepen its relationship with Getty Images , Adobe Systems , Catapult or identify new suppliers as part of their overall Digital and IT transformation projects to stay competitive, fend off threats from disruptive forces, or comply with internal mandates to improve overall enterprise efficiency.
We have been analyzing Formula 1 revenues, which have grown to $3.20 billion in 2024, plus its IT budget and roadmap, cloud software purchases, aggregating massive amounts of data points that form the basis of our forecast assumptions for Formula 1 intention to invest in emerging technologies such as AI, Machine Learning, IoT, Blockchain, Autonomous Database or in cloud-based ERP, HCM, CRM, EPM, Procurement or Treasury applications.
Formula 1 Tech Stack and Enterprise Applications
Content Management
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Getty Images | Legacy | Getty Images | Content Management | Content Management | n/a | 2021 | 2021 |
In 2021, Formula 1 implemented Getty Images as its Content Management solution. Getty Images serves as the Official Photographic Agency for Formula 1 and provides motorsport photography and near real time distribution to support F1 marketing and media operations globally.
The implementation centralizes media asset distribution and archive management, with Getty Images operating capture ingestion, metadata tagging, rights tracking, and distribution workflows for race weekend output and season archives. The Getty Images deployment emphasizes metadata and rights management capabilities typical of Content Management systems to enable rapid syndication to broadcasters, digital platforms, and marketing channels.
Operational scope covers United Kingdom and global customers, centralizing content management and distribution across Formula 1 marketing and media teams. Governance is oriented around race calendar delivery windows and media rights orchestration, positioning Getty Images to manage operational distribution, archive stewardship, and ongoing content provisioning for F1 stakeholders.
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Digital Asset Management | Content Management |
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2015 | 2015 |
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Video Editing | Content Management |
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2019 | 2019 |
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eCommerce
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Salesforce | Legacy | Salesforce Marketing Cloud Personalization (ex Interaction Studio, Evergage) | Personalization and Product Recommendations | eCommerce | n/a | 2022 | 2022 |
In 2022, Formula 1 implemented Salesforce Marketing Cloud Personalization (ex Interaction Studio, Evergage) as its Personalization and Product Recommendations platform to support marketing, sales, and service functions across digital and onsite channels. The deployment was aimed at converting rapid viewership growth into sustained engagement by delivering individualized experiences tied to fan profiles and driver preferences.
The implementation configured real-time recommendation engines, profile-based personalization, decisioning logic, and automated content personalization within Salesforce Marketing Cloud Personalization. Capabilities were used to personalize email content, surface product recommendations in post-race communications, and drive onsite offers at Paddock Club and race-day retail, with automation supporting chatbots and self-service flows.
Integrations explicitly tied the personalization layer into Salesforce Customer 360 and Salesforce Data Cloud to unify sales, service, and marketing data in real time, enabling contextual actions when fans register, stream on F1 TV, or attend events. Operational coverage included race weekends, online streaming through F1 TV, commercial sales workflows, and CRM-driven engagement across regions where Formula 1 operates, aligning purchase history and engagement history with driver affinity signals.
Governance focused on a shared customer view, standardized sales processes, agent templates, and tooling to improve response speed and consistency across commercial sales, CRM, and customer service operations. Outcomes reported in 2022 included first contact resolution at 86% and fan satisfaction reaching 88%, and the personalization program supported serving more fans in 2022 than in the prior four years.
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CRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Amazon Web Services (AWS) | Legacy | Amazon Elemental MediaConnect | Call Center | CRM | n/a | 2020 | 2020 |
In 2020 Formula 1 deployed Amazon Elemental MediaConnect as the core transport component of its cloud-IP distribution platform, M2A CONNECT, to support Media and Broadcast live video distribution. The deployment was scoped as a global media distribution architecture with central control at HQ UK and focused on acquiring, securing, and distributing live race streams to broadcasters and OTT partners.
Amazon Elemental MediaConnect was configured to provide encrypted IP transport with entitlement controls and packet-recovery capabilities. Functional capabilities implemented included secure stream acquisition, entitlement management for partner access, packet-level recovery for transport resilience, and cloud routing that enabled flexible endpoint targeting and failover within the Media and Broadcast workflow.
The implementation integrated MediaConnect directly into the M2A CONNECT platform to orchestrate feeds to broadcasters and OTT partners, operating across Formula 1s global distribution footprint while retaining operational control at the UK headquarters. Operational coverage included broadcast engineering and media operations teams responsible for feed provisioning, entitlement assignment, and monitoring of packet-recovery metrics.
Governance for the solution centered on cloud-based distribution policies and partner entitlements, with rollout focused on live race event workflows and partner provisioning processes. The deployment delivered reliable, encrypted IP transport with entitlements and packet-recovery, enabling flexible cloud-based distribution to partners.
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Customer Analytics | CRM |
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2020 | 2020 |
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Customer Data Platform | CRM |
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2022 | 2022 |
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Customer Data Platform | CRM |
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2022 | 2022 |
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Customer Support | CRM |
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2015 | 2015 |
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Data Management Platform | CRM |
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2022 | 2022 |
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Digital Advertising Platform | CRM |
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2018 | 2018 |
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Digital Advertising Platform | CRM |
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2018 | 2018 |
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Digital Advertising Platform | CRM |
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2018 | 2018 |
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Marketing Automation | CRM |
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2017 | 2017 |
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Marketing Automation | CRM |
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2019 | 2019 |
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Marketing Automation | CRM |
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2022 | 2022 |
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Sales Automation, CRM, Sales Engagement | CRM |
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2022 | 2022 |
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EPM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Environmental, Social, and Governance (ESG) | EPM |
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2022 | 2022 |
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ITSM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Application Performance Management | ITSM |
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2017 | 2017 |
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TRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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AML, Fraud and Compliance | TRM |
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2018 | 2018 |
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PaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Transactional Email | PaaS |
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2015 | 2015 |
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IaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Application Hosting and Computing Services | IaaS |
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2019 | 2019 |
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Application Hosting and Computing Services | IaaS |
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2020 | 2020 |
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Content Delivery Network | IaaS |
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2020 | 2020 |
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Content Delivery Network | IaaS |
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2019 | 2019 |
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Content Delivery Network | IaaS |
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2019 | 2019 |
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CyberSecurity
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Secure Email Gateways (SEGs) | CyberSecurity |
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2014 | 2014 |
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Managed Services Provider (MSP)
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Hybrid & Public Cloud MSP, Infrastructure & Network MSP, Workplace & Communications MSP, Security MSP | Managed Services Provider (MSP) |
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2026 | 2026 |
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IT Decision Makers and Key Stakeholders at Formula 1
| First Name | Last Name | Title | Function | Department | Phone | |
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| No data found | ||||||
Apps Being Evaluated by Formula 1 Executives
APPS RUN THE WORLD tracks software evaluation trends across 2 million companies worldwide, including buyer insights from Formula 1 IT executives and key decision makers. This section highlights Formula 1's latest recorded technology evaluations, including Salesforce Loyalty Management for Customer Loyalty on 2026-03-16. As part of ARTW Buyer Intent and technographics insights, these findings provide useful visibility into the Formula 1 digital transformation priorities and AI adoption trends.
| Date | Company | Status | Vendor | Product | Category | Market |
|---|---|---|---|---|---|---|
| No data found | ||||||
FAQ - APPS RUN THE WORLD Formula 1 Technographics
Formula 1 is a Leisure and Hospitality organization based in United Kingdom,
with around 5000 employees and annual revenues of $3.20 billion.
Formula 1 operates a diverse technology stack with applications such as
Getty Images, Salesforce Marketing Cloud Personalization (ex Interaction Studio, Evergage) and Amazon Elemental MediaConnect,
covering areas like Content Management, Personalization and Product Recommendations and Call Center.
Formula 1 has invested in cloud applications and AI-driven platforms to optimize efficiency and growth,
collaborating with vendors such as Getty Images, Salesforce and Amazon Web Services (AWS).
Formula 1 recently adopted applications including
Tata Communications Managed Services in 2026, Salesforce Marketing Cloud Personalization (ex Interaction Studio, Evergage) in 2022 and Salesforce Data Cloud in 2022,
highlighting its ongoing modernization strategy.
APPS RUN THE WORLD maintains an up-to-date database of Formula 1’s key decision makers and IT executives,
available to Premium subscribers.
Our research team continuously updates Formula 1’s profile with verified software purchases,
vendor relationships, and digital initiatives identified from public and proprietary sources.
Subscribe to APPS RUN THE WORLD to access the complete Formula 1 technographics profile,
including detailed breakdowns by category, vendor, and IT decision makers.