Adobe becomes AI fan experience partner of BWT Alpine F1 team

Adobe and the BWT Alpine Formula One Team have signed a global premium partnership. Under the deal, Adobe becomes the team’s official AI fan experience partner, providing software to create fan content and understand how fans engage.

The partnership starts with the 2027 Formula One season, and neither side gave financial terms. Adobe said the sport’s audience is growing worldwide, and that fans now expect more personal contact with teams.

Alpine will use Adobe CX Enterprise, a set of tools that runs a company’s marketing, content and customer data in one system. Adobe said more than 20,000 brands use its software for this kind of work.

The deal covers four areas. Adobe GenStudio, an AI tool for producing marketing content, will let the team make different versions of its material for fans in different countries. Adobe Experience Platform will give the team a real-time view of fan engagement, so it can send messages on the right channel at the right time.

The team will also use Adobe Brand Visibility, which tracks how a brand appears in answers from AI chatbots and search tools. Adobe said more people now use AI agents and large language models to find and research brands. Fans, meanwhile, will get access to Adobe Express, the company’s design app, to make their own images with generative AI.

“Adobe’s AI technology is powering new ways to drive fan engagement around the world,” said Marissa Dacay, Adobe’s global vice president of enterprise marketing.

Guy Martin, the team’s global marketing director, said Adobe would give Alpine the tools to build experiences that reach beyond the racetrack.

The team is based in Enstone, Oxfordshire, where it has worked since 1992 under earlier names including Benetton, Renault and Lotus. It races with Pierre Gasly and Franco Colapinto and employs about 1,000 people.

I am the Editor in Chief for TNW, covering technology not as a parade of launches and valuations, but as a system of influence, persuasion, (show all) I am the Editor in Chief for TNW, covering technology not as a parade of launches and valuations, but as a system of influence, persuasion, and change. I write about startups, venture capital, digital policy, and Europe ecosystem, with an eye on the larger story beneath them: who gets to build the future, who profits from it, and how Europe is learning to speak in a louder voice of its own. Before moving into senior editorial leadership, I've built my career for over +10 years across journalism, storytelling, content strategy, SEO, and digital publishing, with experience in SaaS, hospitality, art, and culture.

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