McLaren Racing kicks off 2025 with five renewals

McLaren Racing has renewed partnerships with Alteryx, Medallia, Salesforce, Smartsheet, and Stanley Black & Decker ahead of the 2025 Formula 1 season.

Data and analytics from US software firm Alteryx will continue to support the team, in the aim of enhancing decision making during race weekends, and bolstering on-track performance.

Medallia meanwhile will retain its status as the official feedback partner of the UK-based team, providing feedback from fans and team members, as McLaren seeks to optimise its experience for fans and employees.

AI customer relationship management specialist Salesforce will remain as the team’s CRM platform, while Smartsheet will continue to serve as their technology partner, supporting their digital programmes, asset management, fan engagement, and race operations.

Finally, Stanley Black & Decker will continue as McLaren Racing’s tools and storage partner, in a deal intended to enhance the Constructors’ champions’ on-track performance and technological innovation.

These extensions come in the buildup to the upcoming Formula 1 campaign, which gets underway with the Australian Grand Prix in Melbourne on 16th March.

“It is fantastic to extend so many of our partnerships as we look to build on last year’s momentum and success,” said Matt Dennington, Co-Chief Commercial Officer at McLaren Racing.

“Our partnerships with these industry-leading brands across both the technology and commercial sector are critical in ensuring we continue to innovate and push boundaries across all areas of our business.”

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