Formula 1 has renewed its strategic collaboration with Workday, a pioneer in enterprise cloud software for finance and human resources, ahead of the inaugural Miami Grand Prix.

Workday will now serve as the sport’s Regional Partner, reaching out to the sport’s massive fan base in Europe, the Middle East, and Africa (EMEA). Workday content will be delivered across F1 media, including significant trackside branding at European Grands Prix, as part of the expanded relationship.

F1 has also chosen Workday’s Human Capital Management (HCM) to supercharge its internal business processes and harness the full force of its talent for a changing environment as it continues to seek ways to digitally accelerate.

The combination of the additional sponsorship and the use of the Workday HCM system highlights the existing synergies between Workday and F1, where real-time data, agility, and the ability to make informed 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,” Snow concluded.

CMO of Workday Christine Cefalo added: “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.”

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