Iron Mountain will play a key role in McLaren Racing’s digital heritage transformation journey. Its AI-enabled digital platform will help to activate McLaren's legendary archives - transforming precious historical assets such as pioneering blueprints and vintage film and photography into intelligent, dynamic content.
By preserving, digitising and unlocking the value of these rich assets, McLaren Racing can connect its fans and partners globally to the memories and moments that define the team’s incredible journey, and tell new and inspiring stories that bring them closer to the action than ever before.
McLaren Racing will also benefit from Iron Mountain’s global leadership in secure, efficient and sustainable management of end-of-life IT assets.
The partnership begins from the 2025 United States Grand Prix, when Iron Mountain branding will feature on both McLaren Mastercard Formula 1 Team race cars, with additional branding touchpoints throughout the 2025 season and beyond.
Nick Martin, Co-Chief Commercial Officer, McLaren Racing, said: “Our fans are at the centre of what we do, and we are passionate about sharing our storied past with them. With the integration of Iron Mountain, we will be able to bring to life more of the team’s rich history for our fans and partners as we look to shine a light on the McLaren Racing brand.”
Greg McIntosh, Executive Vice President & Chief Commercial Officer, Iron Mountain, said: “We are proud to partner with the McLaren Mastercard Formula 1 Team, which embodies the spirit of innovation and high performance at Iron Mountain. Our AI-enabled digital platform will help to fuel new opportunities for success and transform McLaren Racing’s iconic heritage media - protecting these timeless assets for future generations, connecting them to fans and partners, and activating them to unlock value like never before.”
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