'I want Racemate to be the second screen': Infobip is helping TGR Haas to fund Formula 1 car development through an entirely new kind of fan engagement
Formula 1 is close to reaching 1 billion fans across the globe, rising from 12% year over year from 2024 to 2025., with the current figure standing somewhere around 800 million.
To try and capture some of this huge potential market, the TGR Haas team has partnered with Infobip, resulting in a novel way to stay engaged with fans while funding car development through merchandise marketing.
RaceMate is an AI-powered fan companion that provides conversational updates on the team’s grid positions, race and qualifying outcomes, and team race intelligence.
Gamified engagement across the racing schedule
At Silverstone, the home of the British Grand Prix, I spoke to Michael Heath, Senior Fan Engagement & CRM Manager at TGR Haas F1 Team, and Ante Pamuković, Chief Revenue Officer at Infobip, to discuss how RaceMate has changed the face of fan engagement throughout the 2026 season.
Following the launch, Haas ran several highly...
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