Earlier this year, we explored how the McLaren Racing Club brings fans closer to the action with seamless digital experiences. But for a fast-moving team like McLaren, launching those experiences quickly means cutting out behind-the-scenes complexity. To ship new experiences faster, McLaren Racing needed to simplify identity across its systems. That’s where Auth0 comes in. By centralizing identity, Auth0 reduces operational overhead, freeing McLaren Racing’s teams to focus on delivering high-value fan experiences without adding to their engineering workload.
Securing the fan experience at scale
During race weekends and new car launches, the McLaren Racing Club platform sees massive spikes in traffic. When traffic surges, the login flow is typically the first system to experience stress, which can lead to slow response times and stalled apps—an unacceptable outcome for McLaren.
To manage login requests and help ensure only legitimate ones pass through, the team relies on Auth0, according to Dan Keyworth, Executive Director of Performance Technology and Systems at McLaren Racing. “What we needed was industry-leading security features, progressive profiling, and the ability to cater to the surge of fans over a race weekend, " Keyworth says. “We had already used Auth0 for the B2B side of the business so we had confidence in the platform.”
Using features like Universal Login and Native to Web SSO, McLaren Racing provides fans with frictionless access across the club’s web and mobile properties. The platform can handle millions of simultaneous authentications, enabling fans to get fast—and secure—access. As Keyworth observes, "It's important to maintain the trust of our fans. For McLaren Racing, that's the peace of mind that their logins are secure."
Giving time back to developers
Building a modern digital experience means letting your technical teams focus on innovation, not identity administration.
With McLaren Racing’s Auth0 implementation, a key objective was to free up valuable engineering hours, according to Gareth Davies, Auth0’s Chief Product Officer. “We wanted to give McLaren Racing’s developers a robust, secure toolkit so they could stop worrying about credentials and start focusing on features," Davies says.
Instead of building login flows from scratch, the team uses Forms, Actions, and progressive profiling to create customized experiences. This allows them to gradually serve users more personalized content and offer loyal fans early access to exclusive merchandise, all without adding friction to the user journey.
Automating the B2B partner hub
Beyond fan engagement, McLaren Racing needs a secure way to manage access for its 50+ corporate partners. "We were really after an identity solution that was good for both our fans and our commercial business on the B2B side,” Keyworth says.
Auth0 powers the McLaren Racing’s partner portal, helping the club scale smoothly from 500 to 1,000 partner users. By automating user account management, including onboarding and offboarding processes, with Enterprise SSO, McLaren Racing enables partners to get fast access to the assets they need, while the IT team spends less time on administrative tasks.
For McLaren Racing, getting identity right means the team does not have to compromise between security and a smooth digital experience both now and in the future. “As McLaren Racing explores new frontiers, whether that's managing AI agents, deeper personalization, or new digital ecosystems, Auth0 provides the secure identity layer that makes those connections possible,” Davies says. For fans and partners alike, that translates to getting the secure access they need—at speed.
Learn more about how McLaren Racing and Okta are driving the future of fan engagement.
