McLaren Racing and Iron Mountain Global are using artificial intelligence to organize and preserve the team's historic racing media [1].
This initiative represents a shift in how Formula 1 teams leverage historical data to engage new fans while simultaneously using AI to drive on-track performance. By digitizing archives, the team aims to bridge the gap between its founding in 1963 [2] and the high-tech demands of the 2026 season [3].
Karen Feldman, Chief Marketing Officer of Iron Mountain Global, said she is leading the effort to showcase the team's legacy [1]. The project focuses on transforming raw archives into accessible digital assets that can be used for sponsorship activation, and fan engagement. These efforts were highlighted during the Miami Grand Prix weekend and at the British Grand Prix at Silverstone [3].
Beyond heritage, AI is deeply integrated into the team's technical operations at the McLaren Technology Centre in Woking, U.S. [1]. The team utilizes AI-driven analytics for car development and race-strategy simulations to maintain a competitive edge. The scale of this data requirement is immense, with approximately one petabyte of data generated each race weekend [4].
This technological push is also driving a new commercial era for the team. McLaren has signed eight AI partnerships in six months [5]. These collaborations allow the team to experiment with new sponsorship models, including specialized liveries that highlight their AI integrations during major race events [3].
By combining the preservation of the past with the predictive power of the future, McLaren is attempting to create a comprehensive digital ecosystem. The integration of AI into both the marketing and engineering departments suggests a strategy where data is the primary asset for both brand growth, and podium finishes [1, 3].
“McLaren has signed eight AI partnerships in six months.”
McLaren's approach signals a broader trend in professional sports where 'heritage' is no longer just about nostalgia, but a data-driven asset. By digitizing archives and scaling AI partnerships, the team is diversifying its revenue streams through tech-centric sponsorships while using the same computational power to optimize car performance, effectively turning its history and its telemetry into commercial products.
