Artificial Intelligence (AI) is becoming a key part of Formula One, a sport already known for its high technology. In recent months, eight new AI partnerships have been made by teams in the league.
One team, Williams, has partnered with Anthropic and its Claude model to improve operations and race strategy. Peter Kenyon, an advisor at Williams, said this partnership is not just about branding but about using AI to help the team win again.
Traditionally, F1 cars were covered in tobacco brand stickers, but now partnerships often focus on tech companies that use AI to analyze data and support teams. This benefits both the teams and the sponsors.
AI is also helping teams deal with new regulations and budget limits. According to SponsorUnited, technology spending by F1 teams last season was $769 million, up 41% from the previous year. AI brands are among the top sponsors, including CoreWeave, which partners with Aston Martin.
In 2025, F1’s total team sponsorship reached $2.54 billion, making it the second-highest-grossing sports league after the NFL.
AI is also helping teams with administrative tasks and decision-making during races. For example, Red Bull uses AI to help engineers make faster decisions on track. Teams like McLaren are even using AI for TV broadcasting and designing trophies.
Lenovo, a global partner of F1 since 2022, provides laptops and devices that support race operations. Arthur Hu from Lenovo said F1’s focus on technology creates endless opportunities for innovation.