If you know Pure, you know we have a thing for speed. So when we began working with the MERCEDES AMG PETRONAS Formula OneTM Team earlier this year, we did so with one challenge in mind – how can we help one of the top performing teams in one of the world’s fastest sports get even faster?

Today, we’re beyond psyched to unveil the Pure Pit Wall – an insights dashboard that will provide fans with elevated levels of in-race access to and engagement with the MERCEDES AMG PETRONAS Formula OneTM Team.

Built on Pure’s industry leading FlashArray technology, the Pure Pit Wall provides insights into the top ten drivers in each Grand Prix, as well as the strategy decisions made by the MERCEDES AMG PETRONAS Formula OneTM Team throughout the course of the race. While the team analyzes data derived from the hundreds of sensors on its cars, fans can follow along and make their own strategic hypotheses based on factors like tyre type and tyre wear.

At Pure, we are constantly looking for new and innovative ways to engage customers that go beyond the traditional marketing activations to showcase our technology in action. It’s our goal to give the MERCEDES AMG PETRONAS Formula OneTM Team an unfair advantage in every race; so now the storage arrays that follow the team trackside are complemented by the new Pure Pit Wall which provides the team’s fans with unique, involved ways to engage with the drivers and team during the tensest moments of each race.

“Data and IT are becoming increasingly important concerns in the world of professional sport, while fan engagement via multiple screens has become the norm,” said Paddy Lowe, Executive Director (Technical) at the MERCEDES AMG PETRONAS Formula OneTM Team. “Our partnership with Pure simplifies our IT infrastructure and has delivered significant performance upgrades – and the Pure Pit Wall dashboard helps extend those benefits directly to our fans.”


The MERCEDES AMG PETRONAS Formula One™ Team initially selected Pure Storage for its simplicity, performance and reliability. The team was faced with a unique challenge – massive data sets from car sensors that need to be turned into actionable insights without any downtime or lag. With compelling density from Pure Storage, the team was able to build and purchase a physical solution that is small enough to transport from race to race and sit trackside, while delivering the performance capabilities and capacity needed to meet the team’s tough requirements.

“The data we collect is extremely valuable, but lots of people need to analyze the data in as short a time as possible to maximize that value,” said Matt Harris, Head of IT at the MERCEDES AMG PETRONAS Formula OneTM Team. “IT’s pledge is to make all that data available quickly and reliably; Pure Storage ensures we deliver on that promise.”

Overall, Pure has helped the team cut the time required to manage storage by more than 90 percent. The team has been able to reduce response time for key database queries by 95 percent, while improving time needed to open critical data files by two-thirds. Additionally, trackside data center rack space required was reduced by 68 percent.

“The Pure Storage team brings issues to our attention before we are even aware of them. Our storage administrators used to spend, in aggregate, three days a week on storage issues. Now they spend, at most, three hours,” said Harris. “The support we receive makes Pure Storage an extension of our team – and now, an extension of the way we engage with our extremely passionate fan base.”

The Pure Pit Wall will be made publicly available for the first time at the British Grand Prix at Silverstone on July 10. We can’t wait to hear what you think, so check it out and, most importantly, tune in for the British Grand Prix to cheer on the MERCEDES AMG PETRONAS Formula OneTM team this Sunday!