Case Study: McLaren Racing achieves near‑real‑time content delivery with Brandfolder

McLaren Racing takes the fast lane in content delivery with Smartsheet and Brandfolder

McLaren Racing faced a bottleneck getting race-day photos and footage to fans and more than 50 partners: over 90 terabytes of image archives were managed manually, meaning assets could take several days—or up to a week—to be reviewed, tagged, and shared, slowing marketing and partner distribution across multiple racing series.

By implementing Brandfolder by Smartsheet as a central cloud DAM, McLaren enabled photographers to upload directly, used AI for automatic tagging and partner assignment, and reduced delivery times from days to hours. The change saved the content team hours each week, improved management visibility and team alignment, accelerated partner sharing, and helped deliver near–real-time content to fans.

McLaren Racing

Ed Green

Head of Commercial Technology