Taking the chequered flag with Aston Martin Aramco Formula One

ServiceNow employees involved in the Aston Martin Aramco Formula One partnership

In 2023, Aston Martin Aramco Formula One (F1) made ServiceNow its official Intelligent Platform Partner to digitalise and automate its operations. The partnership has flourished, fuelled by creativity, collaboration, and passion.

Motorsports is male dominated, but this partnership was led by three female employees at ServiceNow. Each had a hand in driving the collaboration in a unique way.

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Trust and inspiration

When Kelly R., commercial account executive and a longtime F1 racing fan, learned about the partnership with Aston Martin Aramco, she jumped at the chance to be involved. She’s been able to contribute to the success of the Aston Martin Aramco business because of her understanding of both the sport’s needs and the power of the ServiceNow platform.

Elly K., senior technology consultant, used her consulting skills to help the team identify their working requirements and what they needed out of the ServiceNow platform. “I helped open their eyes to what our platform can do,” she says. “And by doing that, I was able to inspire them to want to do more with it.”

Building this trust with the team helped make their go-live launch a success. “It was quite a surreal experience when I turned up to the [Aston Martin Aramco] office to help with issues,” Elly says. “It was like I'd always been working with them. There was none of that day 1 awkwardness that you sometimes get when you're on a customer site. We chatted as if we'd known each other for years.”

Teamwork for the win

Brand Director Veera P. was involved in every part of the relationship. “My favourite thing about the partnership is the fact that I've been able to work with so many different people with amazing talent across both organisations,” she says.

“Whether it's the technical teams at Aston Martin Aramco delivering the actual product or the amazing creative teams here at ServiceNow, it's been very, very exciting to come in and really start building a project together with these teams.”

The road ahead

The business needs in motorsports are vastly different from those of many organisations and require a special approach. The ServiceNow partnership with Aston Martin Aramco has led to some unique innovations as a result.

“We've developed a mobile app to help transform their trackside, and we’re not going to stop there,” Kelly says. “We’re going to look to expand the platform to areas such as race operations and fan engagement. We've had lots of conversations about AI.”

With our AI platform for business transformation and the hard work and dedication of our employees, ServiceNow and Aston Martin Aramco will undoubtedly cross the finish line together.

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