Formula 1® Australian Grand Prix™
CREATING A MORE CONNECTED, DATA-DRIVEN MAJOR EVENT
Bringing fragmented customer data together on AWS to create a trusted foundation for deeper audience insight and future innovation.
The Australian Grand Prix Corporation (AGPC) is responsible for staging two of Australia’s largest international motorsport events, including the Formula 1 Australian Grand Prix.
AGPC operates within a complex digital ecosystem, with customer information generated across ticketing, marketing, e-commerce and other operational platforms. With data distributed across individual systems, creating a consistent view of customers and using that information effectively across the organisation was increasingly challenging.
PMY partnered with AGPC to bring this information together through a Unified Data Platform (UDP), built within a new Amazon Web Services (AWS) cloud environment.
Creating a Single Customer View
At the heart of the platform is a Single Customer View, bringing together customer records from across AGPC’s ecosystem into a more consistent, accurate and enriched view.
PMY implemented the data ingestion pipelines, cleansing and integration required to consolidate these sources, alongside a custom API layer designed to provide a scalable and standardised foundation for connecting additional customer and operational systems.
The platform uses AWS services including Amazon ECS and AWS Fargate for containerised data ingestion, Amazon S3 for scalable data storage, and AWS Lambda and Amazon SQS to support event-driven processing and integration workflows.
Expanding the connected data ecosystem
Following the initial implementation, PMY expanded the Unified Data Platform to incorporate additional digital, e-commerce, social, operational and crowd intelligence data.
The expanded platform introduced further automated data pipelines and API integrations, continued to enrich the Single Customer View and optimised AGPC’s AWS environments across development, testing and production.
Supporting live event operations
The platform has since supported live event operations, with hourly customer data ingestion operating reliably without errors or disruption during the 2026 Australian Grand Prix.
A custom REST API also provided AGPC’s emergency communications platform with automated, near-real-time access to customer data, demonstrating how the platform can support operational requirements as well as longer-term customer insights.
Building for what comes next
The result is a scalable cloud data foundation that gives AGPC a more connected view of its customers and creates the infrastructure required to continue expanding how data is used across the organisation.
With its Unified Data Platform established on AWS, AGPC has a foundation for richer audience insights, more sophisticated customer engagement and future analytics and AI initiatives.
KEY OUTCOMES
- UNIFIED CUSTOMER DATA ACROSS PREVIOUSLY DISCONNECTED SYSTEMS
- CREATED AND EXPANDED A TRUSTED SINGLE CUSTOMER VIEW
- IMPROVED CUSTOMER DATA QUALITY THROUGH CLEANSING AND UNIFICATION
- ESTABLISHED AUTOMATED INGESTION AND INTEGRATION PIPELINES
- CREATED A SCALABLE API FOUNDATION FOR ADDITIONAL SYSTEMS
- BUILT AND OPTIMISED AWS ENVIRONMENTS ACROSS DEVELOPMENT, TESTING AND PRODUCTION
- SUPPORTED LIVE EVENT OPERATIONS WITH RELIABLE HOURLY DATA INGESTION AND NO OBSERVED ERRORS OR DISRUPTIONS
- ESTABLISHED A SCALABLE FOUNDATION FOR FUTURE ANALYTICS AND AI
PMY is a full-service provider of technology, data and creative solutions for the live environment. Operating across APAC, the USA and EMEA, PMY delivers strategy, design and operational services across the technology ecosystem, supported by proprietary intelligence solutions and deep experience across sport, entertainment, venues and major events.
