Meta introduced Meta AI as an official team partner of the Mercedes-AMG Petronas Formula 1 team on Friday.
The partnership will debut at this weekend’s 2025 Austin Grand Prix — a connection that follows the Formula 1 team’s continuing partnership with WhatsApp, which was forged in November 2023.
To mark this new chapter, the team’s drivers George Russell and Kimi Antonelli will debut their racing helmets with a Meta AI logo on the top at the Austin racetrack.
“Bringing Meta AI to Formula 1 with Mercedes means fans can engage with the sport in smarter, more personalized ways — right from the apps they already love,” said Alex Schultz, chief marketing officer and vice president of analytics at Meta. “As a Formula 1 fan myself, I’m excited to see how people use AI to get closer to the action and connect with the sport like never before.”
Meta said this partnership is the latest step in bringing technological advancements from the world of AI to Formula 1 and its global fan base. As Formula 1 is known for its tech innovations and high-tech performance in motorsports, the companies said this partnership merges the two together and helps the team have access to Meta’s AI research and products that “enable people to create, connect and explore their interests.”
With Meta AI signing on to the team, the company said it’s now offering Formula 1 fans more tools to enhance the race experience both on and off the track. Fans can use Meta AI — on Facebook, Messenger, Instagram, WhatsApp or the Meta App — to analyze race strategies, share predictions with friends or revisit the season’s nailbiting moments.
Meta also noted that the partnership builds upon the team’s integration of Meta’s technology to connect with the team and its fans on WhatsApp, which the team uses to collaborate and communicate with each other. The WhatsApp logo is currently on the side of the team’s radio headphones during the race weekends.
“Partnering with Meta AI introduces new capabilities that support how we think, prepare and perform as a team. The ability to process data more efficiently and uncover deeper insights is a valuable asset in a sport where success is determined by marginal gains. It’s a natural fit to work with a partner who shares our commitment to continuous improvement and precision,” said Toto Wolff, team principal, chief executive officer and co-owner of Mercedes-AMG Petronas Formula 1 team.
