McLaren partners with Iron Mountain to digitise historic archives
Iron Mountain has been announced as an Official Partner of the McLaren Formula 1 Team and will support the team's digital heritage initiatives from the 2025 season onwards.
Digital heritage
The partnership centres on Iron Mountain's role in McLaren Racing's digital heritage transformation. Iron Mountain is set to use its AI-enabled digital platform to preserve and digitise McLaren's archives, which include pioneering blueprints, vintage film, and photography. This effort aims to transform these historical assets into dynamic digital content.
According to the companies, the process of digitisation will allow McLaren Racing to unlock the value of its extensive archives. The transformation is intended not just to safeguard these documents and media, but also to enable the sharing of new stories and historical moments with fans and partners worldwide. The digital content will aim to bring a more engaging experience, connecting people with the team's past achievements and history.
Branding and activation
From the 2025 United States Grand Prix, Iron Mountain's branding will be visible on McLaren's Formula 1 cars. Additional branding is planned at various points throughout the 2025 season and beyond, further integrating the partnership into the team's activities and communications.
Iron Mountain will also manage McLaren Racing's end-of-life IT assets, drawing on its established expertise in secure asset lifecycle management on a global scale.
Connecting fans
Nick Martin, Co-Chief Commercial Officer of McLaren Racing, commented on the announcement and the new partnership's expected impact on the team's engagement with fans and partners. He 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 at Iron Mountain, also highlighted how the company's technological capabilities will serve McLaren Racing's archival preservation and fan engagement objectives. He said:
"We are proud to partner with the McLaren 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."
Ongoing commitment
McLaren Racing has consistently focused on expanding its connections with fans and showcasing its achievements in global motorsport. The new digital archive will allow fans to access previously unseen material and will support the team's efforts to highlight its historical milestones and legacy.
The partnership is also part of McLaren's broader commitment to sustainability, digital transformation, and security in its operations, working with organisations that can help safeguard its intellectual property and support its ongoing growth.
As the partnership launches at the 2025 United States Grand Prix, both organisations anticipate that the collaboration will not only secure McLaren's historical records for future generations but also support new fan engagement strategies by bringing archival content to the forefront of its brand activities.