Formula 1 announces expanded strategic partnership with Workday in multi-year deal

Formula 1® is delighted to announce the renewal and expansion of its strategic partnership with Workday (NASDAQ: WDAY), a leader in enterprise cloud applications for finance and human resources. The multi-year extension will see Workday now become a Regional Partner of F1® – reaching the sport’s huge fan base across Europe, the Middle East, and Africa (EMEA). The expanded partnership also includes the delivery of Workday content across F1 channels, including prominent trackside branding at European Grands Prix.

In addition, as F1 continues to identify ways to digitally accelerate, it has selected Workday’s Human Capital Management (HCM) to supercharge its internal business processes and harness the full power of its talent for a changing world.

The combination of this expanded sponsorship and selection of the Workday HCM system, underscores the existing synergies between Workday and F1, where access to real-time information, the agility to respond quickly, and the ability to make informed decisions under pressure are vital 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.”

Christine Cefalo, CMO, at Workday, said:

“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.”