Adobe and BWT Alpine plan AI fan experiences from 2027

Adobe and BWT Alpine Formula One Team have entered a global premium partnership that makes Adobe the team’s Official AI Fan Experience Partner. The deal, announced on 23 October 2026 in New Delhi, is built not around trackside branding but around an AI-powered engagement stack. The first fan experiences are scheduled to roll out from the 2027 Formula One season.

01 · Why F1, and why now

Formula One’s global fan base keeps growing, and with that growth comes a rising expectation: fans want connected, personalised interactions, not just broadcast moments. BWT Alpine is also planning for a shift in how consumers find brands. AI agents and large language models increasingly shape discovery and brand research, so visibility in AI search platforms is becoming part of the marketing mix.

Adobe’s technology will be used to tailor content, read audience preferences and lift engagement across digital platforms—while also giving fans tools to create and share their own expressions of support.

02 · The four workstreams

• AI-powered content: Adobe GenStudio will help the team produce tailored content for different markets and personalise variations by fan interest.
• Audience insight: Adobe Experience Platform will give a real-time, consolidated view of fan engagement for more precise customer experience orchestration.
• AI search visibility: Adobe Brand Visibility will track how BWT Alpine appears across leading AI platforms and spot ways to improve discoverability.
• Fan creativity: Adobe Express will open generative AI design tools so fans can create shareable content tied to their passion for Formula One.

03 · What CMOs should read into this

The announcement is a case study in treating sponsorship as marketing infrastructure. Adobe says more than 20,000 brands already rely on its solutions for Customer Experience Orchestration, anticipating customer intent and delivering relevant interactions. BWT Alpine plans to apply that same discipline to fan touchpoints—from tailored content to AI-search visibility to user-generated creativity.

Marissa Dacay, global vice president of enterprise marketing at Adobe, framed the partnership around a broader shift: “Formula One has become so much more than what happens on the track.” The useful signal for brand leaders is that the next fight for attention may happen inside AI answers and recommendation feeds, not just on the race weekend.

04 · The playbook inside the deal

For marketing teams, the deal maps to three moves: create a content supply chain that can produce personalised variants at scale, treat AI search visibility as a measurable performance channel, and hand a creative role to the audience. None of this depends on sports sponsorship alone; the same stack applies to any brand trying to stay relevant as LLM-based discovery grows.

The 2027 rollout gives BWT Alpine time to integrate data, content and search signals before the season begins—a useful sequencing point for leaders planning their own AI engagement roadmaps.

Source: Campaign India

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.