Alex and Domo join forces to showcase the power of data in F1

Data. Speed. Precision. Alex's partnership with Domo demonstrates how data turns milliseconds into measurable advantage

Published

20 NOV 2025

Est. reading time

2 min

Alex has teamed up with AI and data products platform Domo, to showcase how data powers performance — on the track, in business and beyond.

Launching at this weekend's Las Vegas GP, the partnership will run through the 2026 season and is set to feature behind-the-scenes storytelling from AA23, data-driven fan experiences across his digital platforms and integrations that reveal how insight and instinct combine to drive success.

The collaboration will connect Domo’s enterprise data expertise with Alex’s world of high-performance analytics, showing how real-time insights, AI and human instinct combine to drive measurable results.

Our Thai racer is set to work with Domo on a set of 'Driven by Data' global initiatives throughout 2025 and 2026. They include:

Exclusive 'Full Throttle Intelligence' content that explores how data drives decision-making on and off the track.

Interactive experiences at Domo’s flagship Domopalooza 2026 event, where attendees will engage in real-time racing simulations powered by Domo.

VIP hospitality opportunities, where Domo guests will join Alex at select 2026 Formula 1 races for exclusive, behind-the-scenes access and a meet-and-greet experience.

Brand presence and digital integrations across Albon’s channels, bringing fans closer to the action and behind-the-scenes analytics.

"When I race, every fraction of a second matters and data is critical in helping find that last piece of performance," Alex said, when reacting to the news.

"I rely on it each time I get on track. Partnering with Domo feels natural because we share the same obsession with improvement, precision and performance.

"Whether it’s racing or business, the right insights can be the difference between good and great."

Josh James, Founder and CEO of Domo added: "Racing is a masterclass in how data transforms performance.

"Every team, every driver, every decision is backed by billions of data points and that same principle applies to the world’s best businesses.

"Alex embodies the perfect intersection of human instinct and data-driven intelligence."

Together, Domo and Alex are bringing to life a shared belief — that success today, whether in a Grand Prix or in a boardroom, belongs to those who turn data into action.

“We’re proud to bring together two forces shaping the future - Alex Albon’s competitive drive and Domo’s data innovation," said Aidan Lyons, CEO at FanCapital. "Together, they’re turning insights into impact, and redefining what’s possible in Formula 1 and fan engagement.”