The Mercedes-AMG Petronas Formula One Team has announced a major expansion of its partnership with Meta, introducing Meta AI as an official team partner in a move that deepens the intersection between Formula One, artificial intelligence, and fan engagement.
A New Dimension to F1 Intelligence
Under this new collaboration, fans can now use Meta AI across the company’s suite of apps — including Facebook, Instagram, WhatsApp, and Messenger — to analyse race strategies, share predictions, edit multimedia content, and revisit season highlights in real time.
As part of the integration, the Meta AI logo will appear on the helmets of George Russell and Kimi Antonelli, symbolising the team’s broader commitment to technological innovation on and off the track.
Building on a Digital Foundation
This announcement builds upon Mercedes’ existing relationship with Meta’s platforms, particularly WhatsApp, which has been the team’s official messaging partner since 2022. The expansion signals how Formula One’s leading teams are increasingly turning to AI-driven partnerships as they evolve into tech-forward global brands.
Across the paddock, similar collaborations are accelerating — McLaren has partnered with Groq and Iron Mountain, Aston Martin with CoreWeave and Arm, while Racing Bulls and Williams have each integrated AI-led design and data analysis tools through partners such as Neural Concept and Brillo.
Voices from the Partnership
“Partnering with Meta AI introduces new capabilities that support how we think, prepare, and perform as a team,” said Toto Wolff, CEO and Team Principal of Mercedes-AMG Petronas F1. “The ability to process data more efficiently and uncover deeper insights is a valuable asset in a sport where success is determined by marginal gains.”
Alex Schultz, Chief Marketing Officer and VP of Analytics at Meta, added: “Bringing Meta AI to Formula One with Mercedes means fans can engage with the sport in smarter, more personalised ways — right from the apps they already love.”
A Multi-Year Bet on the Future
The partnership officially launched at the United States Grand Prix, marking the start of a multi-year collaborationfocused on fan engagement through Meta’s suite of platforms. As F1 continues to merge sport, technology, and storytelling, the Mercedes–Meta alliance positions both brands at the forefront of how AI can redefine fan experience and performance strategy in motorsport.
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IMAGE: Mercedes F1
