Zoom and Oracle Red Bull Racing partner on technology and marketing

Oracle Red Bull Racing (RBR) and Zoom today announced a new partnership that would integrate the Zoom platform into every Oracle RBR communication line. When Formula 1 (F1) racing is in season, I hardly ever miss a race, and over the years it has grown rapidly in popularity in the United States. I must confess that I am a huge fan of RBR. Last year around this time I had the opportunity to attend the Formula 1 US Grand Prix in my hometown of Austin, which you can read about here.

If you ever watch F1 live, there are times when we have shots from the driver’s seat, and when issues or challenges arise between the team and the driver, communication becomes key. These moments of communication become critical and are sometimes critical to the race. The data is sent from RBR’s technology center in Milton Keynes, where the information is communicated to the team on the ground at a race and then communicated back to the driver to make critical race decisions. It becomes exciting for fans to hear the communication of a team and its driver.

The Oracle RBR and Zoom partnership is huge for both parties. Zoom is the most popular communications platform. It had a rocky start early in its popularity but through its growth, it managed to scale and move quickly. Zoom’s workplace vision and move to the platform reveal that it won’t hit its ceiling any time soon. These company traits are complementary to those of RBR and its innovative and technological leadership in F1 racing.

Janine Pelosi, director of marketing for Zoom Communications, sat down with Christian Horner, CEO and crew chief of Oracle Red Bull Racing, and was able to ask him a few questions that appear in my analysis of the partnership.

Zoom Chat, meetings and events

Team members will use Zoom Chat to communicate between the campus in Milton Keynes and from the pit wall live at the race. The RBR team will be able to switch from chat functionality to enhanced conversation in Zoom Meetings. I asked in the interview between Pelosi and Horner how Zoom Meetings could improve communication between the RBR team and give video an advantage over audio. Horner alluded to the enhanced interactions you get when you communicate via video. It’s a different experience than audio and you can better measure a room through video.

I also think there is considerable potential to improve interactions between an F1 team, especially with the Zoom communication platform. Zoom recently created an App SDK that allows developers to create an app within a Zoom meeting. I was told in the interview that Red Bull Racing is open to working closely with Zoom to explore new and unique ways to use the Zoom platform to achieve team goals and objectives.

Although RBR was unable to elaborate beyond the collaboration, I think an RBR application within Zoom could give the team an advantage. In the Zoom app, data and analytics can be communicated between the team on the ground at the race and team members at the RBR Technology Center. Picture yourself on the Zoom call with team members pulling out a 3D rendering of the car or track and being able to communicate ideas and make decisions on the fly through a Zoom app.

RBR will also be using Zoom Events for the RBR team to connect with their fans. Fans and partners will be able to join RBR events through Zoom Events and participate in hybrid experiences. I am interested to see how RBR integrates these events into their existing Red Bull Racing Paddock app. Listening to the communication between the driver and the RBR team can be exciting when you watch it live. I imagine that when fans join RBR events, it would be even more exciting to see the RBR team communicate via video call.

I also asked the question of when the events will be broadcast live and how the video will be different from what is on F1.com. I was told in the interview that the live events will vary for partners and fans. I think it will depend on the location and convenience. RBR Zoom events will be specific to RBR content and not related to what is on F1.com. I am interested to see the difference in content and availability of RBR F1 content coming through these RBR Zoom Events. It’s not about creating the same content that comes from F1.com, but unique hybrid experiences and events from anywhere in the world for partners and fans.


As part of the partnership, Zoom branding will be displayed on the team’s RB18 cars, drivers and race jerseys, in the pit, garage and online. We should see some of these live at this weekend’s Heineken Dutch Formula 1 Grand Prix in Zandvoort, the Netherlands. I don’t think this association will surprise me very much. Zoom uses Oracle as one of its largest cloud infrastructure providers. Oracle provides data analytics to the RBR team, and this partnership between Zoom and RBR could be the fruit of that deepening relationship between Oracle and RBR.

I am excited to see this partnership between RBR and Zoom grow. I think his ability to quickly scale and adapt to change is exactly what is needed in a Formula 1 racing environment. I think he has a unique platform to give the fans the exciting interactions they want and the RBR team the technology. you need to win races.

Note: Jacob Freyman, Moor Insights & Strategy Co-op, contributed to this article.

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