The Haas Formula 1 team is enhancing its understanding of the American fanbase to gain an early advantage over upcoming American competitor Cadillac.
Their partnership with Infobip, a Croatian communications platform with significant revenue, will focus on fan engagement through new tools like an AI race companion named ‘RaceMate’.
Infobip aims to boost brand presence while providing technological solutions for Haas to deepen their connection with fans, ultimately increasing merchandise sales and track support.
With plans to introduce an AI version of driver Oliver Bearman and gamify race days through Augmented Reality, Haas is focusing on building a stronger connection with fans as they prepare to compete against Cadillac in 2026.
By leveraging innovative technologies and interactive experiences, the team aims to both understand and retain its fanbase while expanding its brand presence in a targeted manner.
