Red Bull Racing selects Oracle Cloud Infrastructure as partner for Formula 1 championship

Red Bull Racing Honda will leverage machine learning and data analytics from Oracle Cloud Infrastructure to optimise the way data is used across its business. From the track side, through the vehicle chassis and engine, into more information visible in the devices used by its global fan base.

Red Bull will use Oracle Cloud Infrastructure across its marketing applications and audience facing interfaces to provide insights into what is happening. Artificial intelligence and machine language will be used to manage data and improve performance of the engine and the chassis. Oracle Customer Experience applications are expected to boost fan experience and engagement for Red Bull Racing Honda enthusiasts around the world.

The Red Bull team declined to provide any more details during the global media announcement, citing confidentiality to protective its competitive edge across the Formula 1 World Championship. A 0.001 second advantage aggregated across the laps usually separates one team from another.

Formula 1 is a sport often described as being driven by data; teams have an obsession with analysis and minute details which could give them a competitive advantage on the track. This relationship, will include work to optimise and elevate the use of data in improving car performance for Red Bull. This comes in the form of a multi-year roadmap, touching on both on and off-track engineering operations, leveraging artificial intelligence and machine learning capabilities of Oracle Cloud Infrastructure.

Red Bull is also known in Formula 1 circles for being passionate about its global fan base, producing exceptional content and engagement opportunities. The partnership will leverage Oracle’s extensive Customer Experience applications portfolio including Oracle Unity Customer Data Platform, Oracle CrowdTwist Loyalty and Engagement, and Oracle Responsys Campaign Management to give fans easy access to statistics and metrics, so they can feel closer to the action on the track.

The hope is to provide the best possible fan experience, with greater insights and engagement opportunities during race weekends and opening up the world of Formula 1 to new fans globally.


Oliver Hughes, Red Bull Racing Chief Marketing Officer, added: “We are excited to bring a major partner such as Oracle into Formula 1, and with a focus on pushing the limits in everything that we do. Layering Oracle’s CX Marketing Cloud expertise with Red Bull Racing Honda’s creativity and global fanbase is going to open up the next chapter in our evolving journey, and hopefully deliver something unique and special for our fans.”


Red Bull Racing was founded in 2005 with the goal of shaking up the world of Formula One and doing things a bit differently. With Christian Horner, the youngest Team Principal in the paddock at the helm, the Team took the sport by storm claiming four back-to-back Formula One World Constructors’ and Drivers’ Championships between 2010 and 2013 against Ferrari and McLaren.

In 2021 the Team will be powered by Honda and fields Dutch ace Max Verstappen alongside Mexican driver Sergio Perez. The Team is also home to the world’s fastest pit stop crew, with a Guinness World Record breaking time to change four wheels of 1.82 seconds. Red Bull Racing Honda is based in Milton Keynes on the Red Bull Technology Campus where it works closely with sister companies Red Bull Advanced Technologies and the newly formed Red Bull Powertrains.

This is a hugely significant partnership for Red Bull Racing Honda. Oracle is a massive organisation that has been at the forefront of technical innovation for more than four decades. Oracle’s expertise will touch many areas of the business from the development of major fan engagement and brand building mechanisms to providing new resources across the Team, within the engineering and design departments.

Red Bull Racing Honda requires a cloud infrastructure platform with the highest levels of performance, scalability, and security. Oracle Cloud Infrastructure brings capabilities enabling Red Bull to expand its use of data science and analytics, so it can accommodate the growing and diversifying engineering work undertaken on the Red Bull Technology Campus.

“This is the perfect alliance of two organisations that share a passion for design, performance, and winning,” said Ariel Kelman, Chief Marketing Officer, Oracle.

Red Bull Racing selects Oracle Cloud Infrastructure
Red Bull is known in Formula 1 circles for being passionate about its global fan base, producing exceptional content and engagement opportunities.