Adobe makes first move into F1 with Alpine deal

Adobe has made its first ever move into a Formula 1 commercial partnership by joining Alpine in a new deal focused around its AI products.

The American software giant, whose products include Firefly, InDesign, Premiere Pro, Acrobat and Photoshop, has become “the official AI fan experience partner” for Alpine with major activations set to begin at the start of the 2027 F1 season.

More details of the new tie-up will be announced on Thursday evening in Austin as part of the Axios x The Race Formula 1 Premium Playbook business networking event that takes place ahead of the United States Grand Prix.

Alpine global marketing director Guy Martin, driver Pierre Gasly, Adobe's global vice president of enterprise marketing Marissa Dacay, and Liberty Media president and CEO Derek Chang are among the speakers at the event.

The fan-focused partnership revolves around Adobe's AI solutions that utilise AI agents and large language models (LLMs), with fans promised “AI-powered design tools” in a similar vein to Adobe’s fan engagement deals with the English Premier League - where fans can create AI-generated emblems for their Fantasy Premier League teams, for example - as well as the NFL and MLB.

Dacay said: “Formula 1 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.

“Our partnership with BWT Alpine Formula 1 team showcases how Adobe's AI technology is powering new ways to drive fan engagement around the world, creating more personalised connections and providing fans different ways to share their passion for the sport.”

The partnership provides the Alpine F1 team with Adobe CX Enterprise, which Adobe calls a set of products that bring marketing, creativity and AI technologies together “to drive impactful fan experiences”.

Adobe says more than 20,000 brands use its products to drive customer experience orchestration, where businesses can anticipate customer demands and tailor engagement.

Alpine will also use the Adobe Experience platform for a real-time view into fan engagement “where the team can deliver the right message on the right channel, in moments that matter”.

Martin added that the team was “entering an incredibly exciting new era”, and said “creativity and personalisation will be at the heart of how we express our ambitions, our identity, and our connection with audiences and fans worldwide”.

“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.”