In the world of Formula 1, seconds matter. So do smooth systems, reliable technology, and effortless collaboration. That’s why Freshworks joining McLaren Racing as an Official Partner of the McLaren Formula 1 Team goes beyond a branding opportunity — it signals a high-speed transformation in how performance and customer experience (CX) are delivered, both on and off the track.
This exciting multi-year partnership, announced ahead of the Belgian Grand Prix, is already making waves. Freshworks, known for its AI-powered IT and CX solutions, now fuels one of the most recognized names in motorsport with its flagship ITSM product, Freshservice.
Let’s explore what’s under the hood of this partnership — and why it redefines modern customer and employee experiences in fast-moving, high-pressure environments.
A Seamless Start With a Shared Mission
At first glance, this collaboration feels natural. Freshworks builds uncomplicated, people-first software, and McLaren demands efficiency, reliability, and relentless focus on optimization. Both brands are focused on innovation. Both believe in smart simplicity. And now, both are driving toward a shared goal: eliminating complexity and boosting performance.
Zak Brown, CEO of McLaren Racing, captured it well:
“Boosting our efficiencies off the track is a key factor in improving our performance on it. With industry-leading partners such as Freshworks, we’re able to do just that, and I’m delighted to welcome them to the team.”
This partnership isn’t just about adding logos to race suits. It’s about adding horsepower to behind-the-scenes technology — the kind that ultimately impacts what happens out on the track.
Behind the Scenes: AI That Powers Performance
As the team jet-sets across continents during the race calendar, its IT operations move with it — often in real time, across different time zones. Managing service requests, troubleshooting issues, and maintaining security under that pressure isn’t easy.
That’s where Freshservice steps in.
With AI-integrated IT support, McLaren’s global IT operations are running smoother and with greater autonomy. Now, the team can handle service requests seamlessly during travel, setup, or race weekends. Without missing a beat, issues are resolved, downtime is minimized, and performance remains front and center.
Dennis Woodside, CEO of Freshworks, explained the impact:
“We partner with McLaren Racing to optimize their IT operations, enhancing their critical support for winning performance. Our enterprise-grade solutions are designed for ease of implementation, use, and configuration, accelerating McLaren IT’s capabilities with AI. We’re proud to deliver intuitive software that directly supports their mission to eliminate complexity on and off the track.”
Ultimately, the software makes work faster, simpler, and smarter — all key traits in both racing and world-class customer service.
Uncomplicated Tech, Elevated Experience
At its core, Freshworks doesn’t complicate things. It simplifies them. This philosophy aligns closely with McLaren’s current tech strategy — use fewer resources to do more, faster, and cleaner.
Freshservice, used extensively across McLaren’s IT team, helps:
- Reduce tech issues proactively
- Enable faster service delivery
- Minimize disruption during high-stakes operations
That’s not just helpful — it’s transformative. By removing friction from internal processes, McLaren ensures that its talent stays focused where it matters—on the track, in the garage, or behind the strategy desk. And that’s where true customer experience begins: with empowered employees using intuitive tools.
From Pit Lane to Helpdesk: How CX and EX Are Interconnected
Now, let’s dig deeper.
Formula 1 is high performance at its peak. However, off-track experience is just as critical as what happens at 300 kilometers per hour. McLaren operates like a global enterprise, especially across logistics, communications, technology, and innovation. The demands on its internal IT infrastructure are tremendous — and failure isn’t an option.
This is where CX and EX (employee experience) converge. With Freshworks’ support, McLaren’s IT team resolves internal challenges quicker and provides reliable support to personnel. The result? Faster decisions, fewer errors, and better performance. Behind every race-day success, there is an efficient desk agent and a trusted tech partner.
It may sound simple, but this alignment between internal support and external outcomes is often overlooked. And that’s what makes this partnership genuinely strategic.
More Than Branding: Real Results, Real Value
Of course, there is visibility to this partnership. Freshworks branding will now appear on McLaren cars and team kits for the remainder of the 2025 Formula 1 season and beyond. But that’s just the outer shell.
The real value lies in the shared innovation cycle. As McLaren’s operations become more agile, Freshworks’ solutions gain real-time feedback, stress-tested in demanding environments. This creates a loop of learning and improvement across products, support, and digital experience strategies.
As Freshservice continues to support McLaren’s global IT functions, it also reiterates a core truth: CX is no longer limited to customer-facing roles. Every digital tool that boosts responsiveness, reliability, and insight becomes part of the customer journey — no matter who uses it.
The Road Ahead: AI, Simplicity, and Speed
Looking forward, this partnership sets an example for other global enterprises. When organizations face complex, mission-critical demands, they must invest in solutions that balance power and simplicity.
Freshworks proves that ease of use and enterprise-grade performance can co-exist. In fact, they must.
Now, with McLaren as both a user and ambassador, that message hits a broader audience — from IT leaders and CIOs to frontline support agents.
As more businesses turn to AI to drive agility and reduce friction, partnerships like this will serve as blueprints for how powerful, uncomplicated technology accelerates everything from service desks to strategic wins.
Final Thoughts
The collaboration between Freshworks and McLaren Racing isn’t just about speed. It’s about creating intelligent, reliable systems that support every moment — whether during race-day pressures or everyday business processes.
As both teams race toward their respective missions, their shared commitment to CX, innovation, and seamless digital performance creates a compelling story for the broader tech and motorsport communities.
Because when people and systems work together, performance isn’t just improved. It’s transformed.
