UKG announces a new multi-year partnership by joining the Aston Martin Aramco Formula One Team as its official HR, pay, and workforce management partner

Fort Lauderdale, Florida – The worlds of high-speed racing and advanced workforce technology are converging in a new partnership that both sides describe as a natural alignment of values, ambition, and data-driven performance. UKG, a global leader in AI-powered HR, pay, and workforce management, has announced a multi-year collaboration with the Aston Martin Aramco Formula One™ Team, becoming its Official HR, Pay, and Workforce Management Partner. The deal brings together an elite motorsport organization known for its precision engineering and a technology company that helps tens of thousands of businesses optimize the performance of their own teams.

For UKG, the move reflects a widening strategy to amplify its presence on a global stage and highlight the role that intelligent workforce operations play in modern performance. And for Aston Martin Aramco, the partnership underscores the team’s commitment to blending people-focused leadership with the sophisticated technological systems that underpin Formula One’s relentless pursuit of competitive gains.

UKG has long positioned itself as an innovator in understanding how organizations work at the most fundamental level. Its technology platform synthesizes incredibly large datasets to provide managers and leaders with insights that help them run their teams more effectively. In many ways, the company argues that the complexities of workforce oversight—tracking shift patterns, optimizing schedules, responding to organizational needs—mirror the challenges faced by top-tier racing teams. Both arenas require precision, adaptability, and the ability to respond immediately to new information.

This parallel was emphasized by Sarah Hodges, Chief Marketing Officer at UKG, who said: “We help over 80,000 organizations across 150 countries use the value of workforce intelligence to drive performance, including giving leaders the clarity to see around corners in an increasingly complex global economy. It’s our shared values of data, innovation, and team performance that makes this partnership with Aston Martin Aramco the perfect fit for our global brands.”

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The alignment Hodges describes is not simply philosophical. UKG’s platform is built around the idea that workforce intelligence can dramatically improve how organizations anticipate challenges and deliver results. It is particularly focused on frontline employees, who make up nearly 80 percent of the global workforce and whose day-to-day experience often shapes organizational outcomes. By using AI to cut through noise and reveal patterns hidden in workforce data, UKG aims to help companies create environments where employees can consistently perform at their best. These capabilities now stand to assist one of the most demanding teams in sports.

For Aston Martin Aramco, the partnership represents another step in strengthening the internal systems that support its Formula One operations. The team has undergone rapid growth and modernization in recent years, investing heavily in both infrastructure and talent. With its state-of-the-art AMR Technology Campus at Silverstone and new performance tools coming online—including a cutting-edge wind tunnel—Aston Martin Aramco has positioned itself to compete at the highest levels of the championship.

But the team acknowledges that engineering excellence is only part of the picture. Formula One operations require meticulous coordination across hundreds of people: engineers, strategists, mechanics, technicians, logistics experts, and countless others working under extreme pressure and tight timelines. Thriving in that environment requires not only skill and experience but also systems that help leaders manage complexity.

Sophie Ackland, Chief People Officer at Aston Martin Aramco, highlighted this human dimension, saying: “At Aston Martin Aramco we understand that great businesses are powered by great people. Our partnership with UKG brings that belief to life in one of the most demanding and dynamic performance environments in the world.”

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The team’s emphasis on people mirrors the broader narrative surrounding Formula One’s evolution. While the sport has always been associated with speed, engineering, and mechanical innovation, it is now equally shaped by analytics, sustainability goals, and human-centric leadership structures. As the series moves deeper into a new era defined by energy-efficient technologies, new technical regulations, and ever-increasing competition, managing and inspiring people has become as critical as optimizing aerodynamic performance.

UKG’s involvement underscores that shift. The company’s Workforce Operating Platform, built on what it describes as the industry’s largest workforce dataset, gives organizations the ability to track, analyze, and act on workforce trends in real time. It supports compliance in complex regulatory environments, helps teams adapt to rapidly changing conditions, and provides leaders with the insights needed to allocate resources effectively. These tools, UKG argues, are just as relevant inside a factory or hospital as they are inside a Formula One garage.

The partnership also reflects Aston Martin Aramco’s broader organizational philosophy—a blend of historic legacy and forward-looking innovation. The brand traces its roots back to 1913 and has long been intertwined with performance and craftsmanship. Its return to Formula One in 2021, supported by owner Lawrence Stroll, marked a renewed commitment to competing at the top levels of motorsport. Since then, the team has continued expanding its footprint through new facilities, advanced technologies, and an increasingly visible presence across global racing platforms.

Its driver lineup also reflects a balance of experience and development. Veteran competitors Lance Stroll and two-time World Champion Fernando Alonso headline the team on track, while a growing roster of reserve and development drivers—including Felipe Drugovich, Stoffel Vandoorne, and Jak Crawford—support long-term competitiveness. The team additionally fields Swiss racer Tina Hausmann in the all-female F1® Academy series, emphasizing a commitment to broadening participation in motorsport.

Off the racetrack, Aston Martin Aramco maintains initiatives aimed at fan engagement and social impact. Through its I / AM platform and Make A Mark program, the team supports sustainability, inclusivity, and community outreach. Collaborations with organizations such as Racing Pride, Spinal Track, and the Aleto Foundation help promote accessibility, leadership development, and equality, while the team’s energy-efficiency efforts are recognized through ISO 50001 compliance.

UKG’s own mission complements many of these initiatives. The company’s focus on people-first AI, ethical innovation, and workforce empowerment aligns with broader societal expectations about how large organizations should integrate technology with human well-being. The partnership therefore extends beyond branding; it signals a shared belief that success—whether on a factory floor or a Formula One grid—emerges from the connection between data-driven insights and human potential.

As the 2025 season progresses and the Aston Martin Aramco team continues adapting to the constantly shifting competitive landscape, the collaboration with UKG is expected to influence how the organization handles the day-to-day challenges of running a modern racing operation. From optimizing internal workflows to supporting staff across the technology campus and at racetrack events, UKG’s capabilities may quietly become part of the team’s efficiency gains.

What is clear is that both sides view the partnership as a long-term opportunity rather than a branding exercise. In a sport where milliseconds matter and organizational consistency can determine championship outcomes, the integration of advanced workforce intelligence tools could offer advantages that extend well beyond typical sponsorship arrangements. In the coming years, the collaboration may serve as an example of how elite sports teams increasingly rely on the same technologies that power leading global businesses—bridging the gap between the precision of racing and the science of workforce management.