Formula One has always been a sport defined by speed, precision, and cutting-edge technology. Now, artificial intelligence is shifting into high gear, becoming an integral part of the race both on and off the track.
In the last six months alone, Liberty Media's F1 and its 11 teams have signed eight new AI partnerships, according to research firm Ampere Analysis. This surge reflects a broader trend where tech-driven collaborations are reshaping the landscape of motorsport.
One standout example is nine-time constructors' champion Williams, which has teamed up with AI company Anthropic. The partnership leverages Anthropic's Claude model to enhance team operations and race strategy. "It's much more than a sticker on a car or a billboard," says Williams' board advisor Peter Kenyon. "We see it as one of our differentiating points: how can this partner help us in that journey back to the top?"
Gone are the days when F1 cars were plastered with tobacco brand logos. Today's partnerships are increasingly centered on AI and tech firms that help teams decode complex datasets while gaining massive global exposure. "What Anthropic and our tech team are doing is understanding the opportunities and integrating those into our business," Kenyon adds. "We want to showcase their technology in the pursuit of getting Williams back to the top."
AI is also proving essential as teams navigate new regulations and a strict $215 million cost cap. "Efficiency is one of the ubiquitous benefits of AI products," notes Adam Lewis, a senior analyst at Ampere Analysis. "That creates a natural synergy between teams and AI brands."
The numbers back this up. Technology led the top 10 spending categories for F1 teams last season, hitting an estimated $769 million—a 41% jump from the previous year, per SponsorUnited. AI and machine learning brands now account for four of the top 15 new sponsorship investors, including $65 billion-valued cloud infrastructure company CoreWeave, which partners with Aston Martin's F1 team.
As the 2025 season unfolds, F1's total team sponsorship has reached $2.54 billion, making it the second-highest-grossing sports property behind only the NFL. With AI accelerating both performance and partnerships, the race for innovation is just as thrilling as the one on the track.