Fast tracking access for partners and fans
With 200 Grand Prix wins, 12 Drivers’ World Championships, and nine Constructors’ World Championships in their Formula 1 trophy cabinet, McLaren Racing is renowned for never settling for second best. That winning mentality doesn’t stop at the track — McLaren is committed to delivering outstanding experiences to their fans wherever they interact with the F1 team. That’s why McLaren Racing is revamping its fan engagement platform to transform the fan experience in time for the 2026 F1 season. Central to that vision is giving fans seamless access to the platform during periods of peak demand, such as new car launches and the Miami Grand Prix. To deliver a winning performance worthy of the brand, McLaren needed a reliable, scalable identity solution it could trust.
Performance at this level also depends on teamwork. Just as an F1 driver is supported by the wider race team, so McLaren Racing is supported by an extensive network of more than 50 brand partners, whose partnerships are crucial to the organization’s success.
To enable these partners to work effectively, McLaren Racing offers a B2B portal, where partners can access key brand assets and take actions such as securing Paddock Club tickets and purchasing co-branded merchandise. Partners need fast, secure, frictionless access to this portal so they can achieve their goals efficiently. However, to access the portal, partners previously had to contact the McLaren team, who managed user profiles manually. Removing this manual process would allow McLaren employees to focus on more high priority tasks, while giving partners faster access.
With the goal of doubling the number of active partner users from 500 to 1,000, McLaren needed a secure identity platform that would make it faster and easier to onboard users.
Driving growth with an identity provider with global scale
McLaren Racing considered building their own identity solution, but decided to stay true to their teamwork principle and partner with an identity expert. This would allow the company to focus on their core strengths.
McLaren Racing was impressed with Okta’s global reach, and the ability of the Auth0 Platform to provide secure, reliable access that can scale up to support its rapidly growing fanbase, as well as the sport’s rapid growth. With Formula 1 booming in popularity, Auth0 offered the robust platform it needed to handle the spikes of fan engagement during a busy F1 season.
Another key factor in McLaren Racing’s decision to choose Auth0 was its ability to automate user on and offboarding, helping the company to secure the partner portal and remain compliant. The ease of use would also allow the McLaren team to get started quickly with the platform, enabling them to quickly bring a better user experience to partners.
Revving up fan and partner experiences with Auth0
With just 1% of F1 fans likely to ever attend a physical race, McLaren Racing is determined to ensure they get the most from their digital interactions with the sport. Whether it’s sneak peeks behind the scenes or giving fans access to unmissable products and services, McLaren’s new fan engagement platform will turbocharge the fan experience. Using Auth0 to provide fans with frictionless access to the platform will be key to that process. With Auth0, McLaren will provide seamless Single Sign-On for every fan across web and mobile, allowing for easy interaction with McLaren content — all while being protected from common web attacks and identity fraud.
Auth0 scales to handle large peaks in traffic, ensuring McLaren Racing will be able to reliably handle the millions of fans that engage during popular events and races. With Auth0, the McLaren team will also be able to progressively profile users to build up a clear picture of their likes and preferences over time. This will allow them to tailor their services to offer a better, more personalized experience for every fan, such as rewarding loyal fans with early access to exclusive merchandise, helping to build even stronger relationships with fans.
McLaren Racing has also begun implementing Auth0 for their partner portal. By automating user account management with Enterprise SSO, McLaren will save time manually creating user accounts, allowing the team to concentrate on more strategic tasks. Increasing the efficiency of user onboarding will allow McLaren to onboard new partners more quickly, supporting their goal of expanding to 1,000 partner users. At the same time, automatically offboarding inactive users will improve the security of the partner portal by ensuring only the right people have access, helping McLaren remain compliant.
With Auth0, McLaren Racing will be able to give partners more control over creating, managing, and deleting their own user accounts, meaning they’ll no longer have to contact McLaren with access requests. Giving partners this ability to self-serve will empower them to use the portal in a more efficient, seamless way. The goal of this improved experience, along with an increase of new users, is to drive more orders and revenue for McLaren.
As McLaren Racing works hand in hand with Okta to roll out Auth0 across both their fan engagement platform and partner portal, they’re confident they’ve found an identity provider to help them in their mission: to be not just the best brand in Formula 1, but one of the best brands in sports.
About McLaren
McLaren Racing, founded by Bruce McLaren in 1963, is a globally renowned British motor racing team. They are known for their success in Formula 1, including 200 race wins and 12 Drivers' Championships. Beyond F1, McLaren competes in IndyCar, F1 Sim Racing, and F1 Academy. McLaren is also the only racing team to have achieved the Triple Crown of Motorsport.
