See how the Sahara Force India Formula One Team created fast, streamlined communication with fans through a single web site portal
Formula One racing
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Based in Silverstone, UK, the Sahara Force India Formula One Team was founded in 2008 when Dr. Vijay Mallya, chairman of India’s UB Group and Kingfisher Airlines, launched the first-ever Indian Formula One team. As a key competitor on the Formula One racing circuit that includes 20 races across four continents, Sahara Force India has experienced a stellar rise from the back of the grid in 2008 to sixth place at the end of the 2011 season. A young, fresh, aggressive team that is hungry for success both on and off the track, Sahara Force India takes a creative approach to everything from their commercial partnerships to media.
Although Sahara Force India is technically the national Formula One team of India, they pride themselves on being a global team with a worldwide fan base. In order to reach this global audience, Sahara Force India created a new interactive website, ForceIndiaF1.com, that acts as a portal to integrate the team’s social media with real-time video, news and information. Additionally, the website is the team’s primary tool for branding, communications and interactions with key members of the media. The challenge was to expand the site’s features and performance on a global scale, while ensuring that the website continues to perform reliably and quickly, even during unpredictable traffic spikes during race weekends.
- Migrated seamlessly to Internap hosting platform
- Increased focus on core competencies
- Created fast, streamlined communication with fans through single web site portal
In the Formula One racing arena, it is not enough to perform well on the track. The teams would go nowhere without the support of their global fan base. Sahara Force India differentiates itself by engaging fans and making them feel like part of the team. Their new website serves as a portal that integrates video, social media and information from several feeds so that fans can truly feel like they are part of the racing experience. Managed Hosting, Performance IP and CDN services from Internap help Sahara Force India perform off the track the same way that they perform on the track — reliably and consistently.