The year 2021 was full of change for Aston Martin, with the rebrand from Racing Point to Aston Martin Aramco Cognizant Formula™ (AMF1) and breaking ground on a new factory. The team also established plans to hire 200+ new people, all of whom would need to get up to speed very quickly. Bringing more change, the new FIA cost cap requires the team’s finance and operations groups to comply with new limits on the amount of money each team can spend in a season, demanding new thinking about how to ideally invest to optimize performance. Another key challenge involved providing brilliant content and experiences to the AMF1 fan membership program by enriching fan profiles. To increase its ability to attract more fans, the team needed help bringing together disparate data sources that could reveal insights to drive rapid and relevant marketing engagement. To embed a significant amount of change quickly, the team chose Cognizant as the digital transformation partner.