Adobe signs first Formula 1 partnership as Alpine's AI fan experience partner
Software company Adobe has become Alpine's official AI fan experience partner, according to The Race. It is Adobe's first commercial partnership in Formula 1, with major activations planned from the start of the 2027 season.
Adobe's first move into the paddock
Adobe has joined Alpine as its official AI fan experience partner, The Race reports. The American software company, known for Photoshop, Premiere Pro, Acrobat and the Firefly generative tools, has not had a commercial deal in Formula 1 before. We found only this one report so far, so the item is held for review.
What the deal covers
According to The Race, the partnership centres on AI-powered design tools for fans, built on AI agents and large language models. Alpine also gets Adobe's customer-experience software, including the Adobe Experience Platform, which is meant to give the team a real-time view of how fans engage with it. Adobe says more than 20,000 brands use its products to manage customer experiences.
Major activations are due to begin at the start of the 2027 season. More details are expected on Thursday evening in Austin at a networking event ahead of the United States Grand Prix, with Alpine marketing director Guy Martin and driver Pierre Gasly among the speakers.
Following a sports template
The Race compares the deal with Adobe's fan arrangements in other sports. In the Premier League, fans can create AI-generated emblems for their Fantasy Premier League teams, and Adobe also works with the NFL and MLB. Marissa Dacay, Adobe's vice president of enterprise marketing, said Formula 1 has become "so much more than what happens on the track". Martin described the team as entering "an incredibly exciting new era".
What to watch
The concrete tools fans will be able to use have not been described yet. The Race notes that Liberty Media now owns both Formula 1 and MotoGP, so further moves that connect fans across the two series may follow. Alpine's presentation in Austin should show how much of the plan is ready for 2027.