Case Study: McLaren Racing achieves 7x faster race-day asset distribution with Brandfolder

McLaren Racing speeds up marketing operations with Smartsheet and Brandfolder

McLaren Racing, a global motorsports and live-entertainment brand, needed to accelerate its marketing operations to keep pace with a packed race calendar and millions of fans. Manual processes for show-car bookings, asset cataloguing and distribution meant partner content and race-day photos could take days to reach stakeholders, while archival footage sat on hard drives and was hard to find.

By adopting Smartsheet and Brandfolder, McLaren automated workflows with forms and alerts, centralized digital-asset management, and used AI-driven tagging for instant discoverability. The change delivered measurable results: 7x faster distribution of race-day assets, 90 TB of footage migrated and made searchable, and real-time tracking of 800 brand assets during a major car-launch campaign—boosting team visibility, partner access and overall marketing efficiency.

McLaren Racing

Jessica Tomkins

Technical Analyst