Infobip and TGR Haas F1 Team have launched RaceMate, an AI-powered fan companion available through Apple Messages for Business and the WhatsApp Business Platform.
The tool gives fans conversational access to team race information, including grid positions, qualifying results, sprint outcomes and session schedules. It also tracks drivers Ollie Bearman and Esteban Ocon through standings and performance data.
RaceMate is the latest step in a partnership between the communications technology company and the Formula One team that began in Miami last year. The service is designed to give supporters a direct way to follow race weekends and access team information through messaging apps.
Race updates
The system draws on a knowledge base that includes driver biographies, team history and circuit information. It tailors responses to each user's level of knowledge and starts each interaction with a schedule check so fans can see what is happening at that moment.
Alongside race-weekend updates, the service offers fan activities between grands prix, including team knowledge quizzes with leaderboards, trivia features and the option to browse official team merchandise with a virtual try-on function in chat.
The launch reflects a broader push by sports organisations to use conversational AI to keep supporters engaged beyond live events. Messaging platforms are becoming an increasingly important channel for clubs and teams seeking direct digital relationships with fans, rather than relying solely on social media feeds or websites.
Messaging scale
Built on Infobip's AgentOS platform, the product is designed to handle interactions at scale while tailoring replies to individual users. Infobip positions it as a way for sports teams to maintain a continuous connection with supporters throughout a season.
For TGR Haas F1 Team, the move adds another layer to its fan engagement efforts as Formula One continues to expand its global audience. Digital services offering real-time statistics, team information and interactive features are becoming more common as teams look to strengthen loyalty among fans following races across different time zones and platforms.
Michael Heath, Senior Fan Engagement & CRM Manager at TGR Haas F1 Team, said RaceMate changes how the team connects with fans.
"TGR Haas F1 Team RaceMate powered by Infobip transforms how we connect with our fanbase on their terms," said Michael Heath, Senior Fan Engagement & CRM Manager, TGR Haas F1 Team. "An always-on companion that gives fans instant access to the race schedule, team race intelligence, team insights, and personalised experiences. We're not just launching an agent; we're building a deeper relationship with the global community that loves this team."
Fan reach
Ante Pamuković, Chief Revenue Officer at Infobip, said the project also shows the commercial potential of AI-based fan services in sport.
"With this AI-powered fan companion, we're putting technology in service of genuine relationships and demonstrating the business potential of conversational AI in sports," said Ante Pamuković, Chief Revenue Officer, Infobip. "It provides what modern fans expect, driving loyalty, expanding fan reach and engagement depth in the digital era."