Formula 1 (F1) motor racing team Haas has agreed a new multi-year partnership with Croatia-based cloud communications software firm Infobip.
The US-based F1 team – known as MoneyGram Haas F1, courtesy of a sponsorship deal with the titular financial services company – will utilize Infobip’s proprietary messaging platform to enhance its fan engagement, for example, by allowing fans to glean real-time information about the team utilizing conversational AI.
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Infobip will utilize this partnership as a route to further entrench itself in the US market, where it claims demand for its Rich Communication Services (RCS) messaging channels is “surging”.
Infobip chief business officer Ivan Ostojić commented on the deal, stating: “Our data shows that RCS traffic has grown exponentially over the last two years in North America and globally, and the channel has the potential to be transformational for customers.
“By supporting the team in using such channels and providing richer and more interactive experiences, we will help bring fans closer to the action.”
The firm is already engaged in the US motorsports market through partnerships with manufacturers Toyota, Nissan, and Mahindra.
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By GlobalDataThis Haas partnership will be inaugurated at the upcoming 2025 Miami Grand Prix, which will take place this weekend.
Recently, Haas has been the subject of uncertainty regarding team owner Gene Haas’ machine tools business, which has reported a "dramatic decrease in demand from both domestic and foreign customers" due to US President Donald Trump's trade tariffs.
A Haas statement had said that it had cut down on production, eliminated overtime, and stopped hiring at its sole manufacturing plant in Oxnard, California, while monitoring the impact of tariffs on its operations.
The company clarified that “tariffs will have a significant impact on Haas Automation’s business,” however, it is “optimistic that the Trump Administration will come up with solutions to provide relief for US manufacturers” that will allow Haas to continue manufacturing in the US.
A Haas F1 team spokesperson also claimed that the statement had no impact on the Haas F1 team itself.
The company has 1,700 workers employed at its Oxnard factory and more at factory outlets across the United States.
Haas has long been one of the backmarkers on the F1 grid and has struggled to match both the on-track performance of its rivals and the commercial performance.
In the 2024 campaign, the team finished seventh overall, scoring 58 points in a far more competitive display than in recent years.
This upward trend has continued into 2025, with Haas currently sitting sixth in the F1 constructors’ championship after five races.
