Formula 1

The mission was to give F1 back to the fans. For the creation of a new era of digital products, we had three guiding principles: a reason to visit every day, value the fan commitment, and a winning race experience.

We combined content, services, and sports data to deliver unique fan experiences, from live blogs and fantasy games to multimedia content and unique live race data and comprehensive results. These personalised experiences adapt pre, during, and post-race, engaging over 300 million fans dynamically and personally.

Built on a composable and flexible architecture that provides a common, unified system for both fans and F1’s internal teams, seamlessly distributing content, interactions, and transactions across multiple channels and products across a connected experience ecosystem.

Scope / Role

Digitas UK has acted as Formula 1's strategic digital partner for 10+ years. There was an initial phase of reimagining and rebuilding the core F1 products (web and app), and supporting platform (fast publishing, shared services, subscriptions, data) from the ground up (2017-19), before moving to a continuous delivery partnership model (2020 onwards).

• Co-pitch lead (2017), and lead for subsequent renewals
• Technology & Product Partner, Programme + Client Lead (2017-2022)
• Exec Lead / CTPO, including hands-on orchestration and strategy (2019-2026)

Outcomes

• Multi-fold increase in digital audience (web + app) 2018-2022; 2022 results here: unique users 113m (+63%), page views 1.6bn (+24%); 2025 results here
• Major growth in new target markets (e.g. 300% increase in US visitors to formula1.com 2019-2023) and key demographics (e.g. 43% of fanbase under 35, up from 30% in 2018)
• Growth in fandom (90% fans say they’re emotionally invested in race outcomes, 61% engage with F1 content daily, and 94% say they intend to follow Formula 1 five years from now)
• 4.8★ iOS app rating (84k reviews), up from 2.8 (2018-2020, maintained through 2026)
• Enabling significant (estimated 9-figure) new revenue streams (e.g. see Liberty Media 2023 results here)
• Future-fit, composable, MACH-based platform (e.g. Next.js, Design System, Contentful, AWS, GCP/Apigee, Salesforce; see BuiltWith)
• 96 (Performance), 100 (SEO), 100 (Accessibility) Google Page Speed Scores

You can't compress a decade of F1 into a few bullets, but these are the parts the public scoreboard can vouch for. Many stories to share here!