Amazon Web Services Inc. is strengthening its pole position in the public cloud market, adding Formula One Group as its latest marquee customer.

The public cloud infrastructure provider said Formula 1 is moving the majority of its information technology systems to the AWS cloud in order to take advantage of its machine learning and data analytics services. In particular, Formula 1 said it has big plans to leverage Amazon’s SageMaker service, which is a fully managed machine learning service for building and deploying deep learning models.

The idea is to provide better insights for fans into races as they happen, by training deep learning models using 65 years of historical race data that will be migrated to the Amazon DynamoDB database and Amazon Glacier data archive services. With this, Formula 1 will be able to make more informed predictions based on past history and provide fans with better insights into the strategies and decisions of its teams and drivers, it said.

“For example, Formula 1 data scientists can predict when the window of opportunity is opening and closing for teams to pit their cars for maximum advantage, as well as determine the best timing for changing tires,” the companies said.

Amazon SageMaker will also be able to provide a more accurate synopsis of each driver’s performance during races. This will entail using Amazon’s Kinesis service to capture race data in real-time, which can then be used to pinpoint who is pushing themselves to the limit.

“By leveraging Amazon SageMaker and AWS’s machine learning services, we are now able to deliver these powerful insights and predictions to fans in real time,” Pete Samara, Formula1’s director of innovation and digital technology, said in a statement.

Formula 1 will also make use of Amazon’s other services, including AWS Elemental Media, to power video workflows and provide an enhanced viewing experience for each race.

The benefits aren’t just for the fans, however. In addition, Formula 1’s Motorsports division is planning to use Amazon’s high-performance computing infrastructure to run more advanced simulations to test aerodynamic performance. This data will then be used to create new car design rules for Formula 1 intended to make the races fairer and more competitive.

Formula 1 is the latest in a string of high profile customers to switch to Amazon’s cloud this year, following in the footsteps of Zulily LLC, Oath Inc., Shutterfly Inc., Cox Automotive Inc., Comcast Cable and GoDaddy Inc.

Image: Formula 1/Facebook