Workday, the developer of enterprise cloud applications for human resources and finance, has renewed and expanded its existing strategic partnership with Formula 1 (F1), the prestigious motor racing series, in a multi-year deal.

The agreement, announced today (May 4) entails Workday becoming a regional partner of F1 across Europe, the Middle East, and Africa (EMEA).

Specifically, Workday will deliver its content across F1 channels, including having trackside branding at Europe-based Grands Prix, the series has said.

The initial tie-up between F1 and Workday was announced in May last year, with the firm at that point becoming the regional finance and HR enterprise partner of F1 in the key UK and Germany markets.

F1 has also now selected the Workday Human Capital Management system to “supercharge its internal business processes and harness the full power of its talent.”

Brandon Snow, managing director of commercial at Formula 1, said: “It’s vital we are able to provide [our employees] with the premium service that Workday offer, whilst also showcasing what Workday can do to our engaged audience … Our extended and expanded partnership will continue to see us use our unique platform to promote our shared values.”

Christine Cefalo, Workday’s chief marketing officer, added: “Our renewed and expanded partnership with F1 further underscores the ongoing importance of informed decision-making, not only in the racing world but for a changing world.”

In early April, F1 announced a five-year deal with Salesforce, a US-based customer relationship management provider, with the half-decade to see Salesforce work with F1 to expand the series' global fanbase.

The next race of the 2022 F1 campaign is the inaugural Miami Grand Prix on May 8.