Mercedes-AMG Petronas F1 Team
Building the engine to power the most engaging fan experience in motorsport.
With over 30 million fans across social media, the Mercedes-AMG Petronas Formula One Team had no trouble reaching people, but their website wasn’t keeping up. It lacked the speed, flexibility, and depth that fans expect. And it wasn’t giving the in-house digital team the control they needed to deliver in real time.
F1 fans want more than race updates. They expect immersion, access, and a digital experience that matches the pace and precision of the sport.
We partnered with the Mercedes team and creative agency Collective to rebuild the platform from the ground up. The result is a modern, scalable foundation that evolves with the season and brings fans closer to the action.
Transformed a static site into a dynamic, fan-first digital platform
We launched the first version of the new platform in just 12 weeks, aligned with the start of the Formula One season.
increase in fan engagement year on year
Built on a headless architecture using Contentful and Netlify
Integrated Monterosa and Auth0 to support real-time race-day engagement
Implemented Algolia to power intelligent search and discovery
Enabled the in-house team to update and manage content with speed and ease
Delivered high-impact features including live updates, interactive car pages, and fan games
increase in views during non-race days
unique fans reached
The platform went live with zero downtime and full content continuity. Modular templates and streamlined workflows now give the digital team the ability to adapt quickly and stay ahead of the sport.
