Formula 1 announces new partnership with Workday

Formula 1® today announced Workday (NASDAQ: WDAY), a leader in enterprise cloud applications for finance and human resources, will become the Regional Finance & HR Enterprise Partner of F1® across the UK and Germany, showcasing the shared commitment both brands have to driving agility and real-time decision-making needed in a changing world.

Through this partnership, Workday will be in pole position within the world of technology that surrounds F1®, reaching the sport’s huge fanbase across the UK and Germany through social, digital, and content platforms all season long.

In addition, fans globally will connect with Workday through trackside and pit lane signage across several European Grand Prix™ races, starting with this weekend’s FORMULA 1 ARAMCO GRAN PREMIO DE ESPAÑA 2021. The presence in the pit lane has been specifically chosen to reflect the critical real-time decisions that are made in the key moments across a race weekend. The team judged to have made the smartest in-the-moment decisions will be awarded the ‘Workday Agility Award’ by F1®.

Ben Pincus, Director of Commercial Partnerships at Formula 1®, said:

“Whilst it’s usually the cars that grab the attention, it’s the people behind the machines that make the sport what it is. Formula 1 is a unique platform for global brands to engage business audiences around human performance, enabled through smart technology. There’s no sport in the world where human decision-making and innovation are more important, and through our partnership with Workday, we’ll bring those values to life.”

Christine Cefalo, CMO, at Workday, said:

“At Workday, we believe that agility and the ability to adapt in real time is critical for any organization to succeed in this changing world. Our partnership with F1® underscores the importance of speed in decision-making, not only in the racing world but in business. We’re thrilled to come together with such a leading sports brand with a passionate fan base and admirable presence across Europe to jointly tell stories to our communities in new and exciting ways.”