Haas F1 and Infobip Reimagine the F1 Fan’s Digital Experience

In the ever-evolving world of motorsport, where precision and performance rule the track, fan engagement is undergoing its own transformation - and the MoneyGram Haas F1 Team’s new partnership with Infobip is a timely accelerator. Announced ahead of the Miami Grand Prix, this collaboration is poised to redefine how Formula 1 fans connect with their favourite team, drivers, and content in a digital-first world.

Infobip, a global leader in omnichannel communication technology, will provide Haas F1 with a powerful cloud-based platform designed to deliver personalised, real-time messaging across channels. This includes SMS, email, WhatsApp, and in-app alerts - ensuring fans receive the right content at the right time, wherever they are. But this is more than just a communication upgrade. It signals a shift in strategy: away from broadcast-style engagement and toward deeper, data-driven fan relationships.

At its heart, this partnership is about relevance. In a sport where global audiences span time zones and cultures, engaging fans in meaningful, localised ways is both a challenge and an opportunity. Infobip’s platform will allow Haas to segment and tailor messages based on geography, interests, behaviours, and race calendars - turning generic communications into curated experiences. Whether it’s live race reminders, behind-the-scenes insights, or exclusive offers, fans can now expect a journey that feels bespoke, not broadcast.

Importantly, this also marks a growing trend in sport where fan experience is no longer confined to the venue or the race weekend. The ‘always-on’ supporter expects year-round content, access, and interaction. With Infobip, Haas can extend its digital reach well beyond the paddock, maintaining engagement between race days and building a more loyal, emotionally invested community.

For F1 as a whole, this partnership is reflective of a broader digital maturation. As the sport attracts younger, tech-savvy audiences through platforms like Drive to Survive and social media, the bar for engagement has risen sharply. Teams can no longer rely on legacy loyalty - they must earn attention through relevance, speed, and digital sophistication. Haas’s move with Infobip shows a clear understanding of this shift, and a willingness to lead rather than follow.

In the race for fan attention, speed and precision matter off the track as much as on it. Haas and Infobip are betting on smarter communication as their competitive edge - turning digital experience into a key part of the Formula 1 spectacle.