Adobe signs AI fan deal with Alpine Formula One Team

Adobe has signed a global premium partnership with BWT Alpine Formula One Team, becoming the team's Official AI Fan Experience Partner.

The deal centres on fan engagement as Formula One's global audience continues to grow.

Under the agreement, BWT Alpine Formula One Team will use a range of Adobe products to shape digital interactions with supporters. The work will cover content creation, fan data analysis, visibility across AI-driven search tools, and design tools that let fans create and share their own material.

The partnership is intended to help the team personalise fan experiences more quickly and respond to changing ways audiences discover brands and content online, including growing reliance on AI agents and large language models for search and research.

Fan focus

The companies highlighted four main areas of work.

One is a new content creation system built around Adobe GenStudio, which Alpine plans to use to produce tailored material for fans in different markets. Another is Adobe Experience Platform, which the team will use to build a real-time view of fan engagement across channels.

The partnership also includes Adobe Brand Visibility, a tool designed to track how a brand appears across AI search platforms, and Adobe Express, which Alpine intends to use to give supporters design tools to create their own images and posts linked to the team and the sport.

The move reflects a broader shift in global sport, as teams and leagues seek more direct relationships with audiences through digital channels. Formula One has become a particularly important test case because of its rapid international audience growth and the commercial value of fan communities that extend far beyond race weekends.

For Alpine, the deal adds a technology and marketing element to a brand that has sought greater reach beyond the track. Creativity and personalisation, the team said, will be central to how it presents its identity and ambitions to fans worldwide.

Marissa Dacay, Global Vice President of Enterprise Marketing at Adobe, linked the agreement to Formula One's wider cultural reach.

"Formula One has become so much more than what happens on the track, becoming a global sports phenomenon where engineering excellence, innovation, sustainability and cultural connection meet," said Marissa Dacay, Global Vice President of Enterprise Marketing at Adobe.

"Our partnership with BWT Alpine Formula One Team showcases how Adobe's AI technology is powering new ways to drive fan engagement around the world, creating more personalized connections and providing fans different ways to share their passion for the sport," Dacay said.

Guy Martin, Global Marketing Director at BWT Alpine Formula One Team, said the team viewed the partnership as part of a broader effort to reshape how it connects with its audience.

"We are entering an incredibly exciting new era for BWT Alpine Formula One Team, and creativity and personalization will be at the heart of how we express our ambitions, our identity, and our connection with audiences and fans worldwide," said Guy Martin, Global Marketing Director at BWT Alpine Formula One Team.

"Adobe is an incredible partner for this journey, giving us the tools to bring our vision to life in new and unexpected ways. Together we have an opportunity to create experiences that extend far beyond the racetrack," Martin said.

AI strategy

The agreement also shows how software groups are positioning AI tools in the sports sector through marketing, fan data and digital discovery, rather than only back-office uses. By focusing on content production, audience insights and AI search visibility, Adobe is tying its products to one of the world's more commercially active sports properties.

More than 20,000 brands use Adobe products for customer experience orchestration, which combines marketing, creative work and AI in a single system, according to the company. In Alpine's case, that approach is meant to influence each fan touchpoint, from discovering the team through AI-led search to receiving personalised content and creating branded designs.

The fan experience work is expected to begin with the 2027 Formula One season and continue beyond it.