As Event Partner of the FORMULA 1 HEINEKEN DUTCH GRAND PRIX, CM.com has been the single platform behind every fan touchpoint for five years, from ticketing and cashless payments to personalized marketing, AI-powered support and a dedicated event app. One platform, one data foundation, one fan experience.
Every August, MASCOT Circuit Zandvoort transforms into one of the most electric venues in world sport. Hundreds of thousands of fans descend on the Dutch coast for a race weekend that has sold out for years running. CM.com supports Dutch Grand Prix in the success of every experience, from the moment a fan registers for pre-sale to the after-movie that lands in their inbox days after the race. Five years in, the partnership between CM.com and the Dutch Grand Prix has grown into something far bigger than any single product: a fully connected fan journey, powered by one platform, built on data that gets richer with every edition.
When Formula 1® returned to the Netherlands in 2021 for the first time in 36 years, the Dutch Grand Prix faced a challenge unlike most events: building the entire fan experience from scratch, with no existing systems, no historical data, and no room for error. Demand was extraordinary, tickets sold out instantly and hundreds of thousands of fans needed to be informed, guided, and supported across every step of their journey.
The ambition was clear from the start. The Dutch Grand Prix didn't want a collection of separate tools bolted together. It wanted one partner who could deliver the complete fan experience, from ticketing and payments to communication and on-site service, in a way that felt seamless, personal, and worthy of a F1® event.
We were looking for a partner that could not only help us optimise our ticketing process, but could create a superior fan experience. With the innovative software and data insights of CM.com, we were able to optimise the entire fan journey."
Teun Verheij, Head of Marketing Communications, Dutch Grand Prix
CM.com is Event Partner of the Dutch Grand Prix, delivering the full fan journey through one integrated platform. From the first pre-registration to the final post-event campaign, every touchpoint runs on the same connected infrastructure with fan data flowing between products to make each interaction smarter than the last.
One data foundation: Ticketing, app, service, and marketing data all feed into a single Customer Data Platform, building a unified fan profile that grows richer with every edition
One communication layer: Mobile Marketing Cloud and Mobile Service Cloud handle all fan communication via email, WhatsApp, and live chat, before, during, and after the event
One payments and service infrastructure: Cashless payments power every on-site transaction, while AI-powered support via the Race Engineer handles fan questions automatically at scale
The Race Engineer is the Dutch Grand Prix's branded AI assistant, available on both the website and the event app. What started as a flow-based chatbot has evolved into a fully agentic AI colleague, one that doesn't just answer questions, but acts on them. In 2025, it handled 95% of all fan conversations automatically, becoming the personal companion every fan carries into race weekend.
Book tickets for the race and the camping
Ticket support: Resending and personalizing tickets
Gives personalized travel advice per fan location
Real time monitoring of on-site issues
Answers live event questions around the clock
From the moment tickets go on sale, CM.com powers every step of the fan journey, selling over 300,000 tickets across the full event weekend. During peak moments, the platform handled thousands of simultaneous transactions without compromising speed.
A smart seat allocation system maximized flexibility by selling tickets first and assigning rows and seats at a later stage. Fans received their tickets directly in the Event App.
For those unable to attend, our official Resell platform enabled secure ticket transfers, while the organization retained full control over pricing and validity. On-site, CM.com’s entrance management ensured smooth access, supported by real-time dashboards providing real-time insights into visitor flows across all gates and areas.
Tickets and pre-registration linked directly to the CDP
Built-in fraud prevention at every stage of the ticketing flow
Self-service ticket flows reducing customer service pressure
Fully cashless on-site, food, drinks, parking, merchandise
The Dutch Grand Prix Event App is the fan’s ticket, guide, support line, and entertainment hub, all in one place. It is the only way to access the event. All tickets are stored in the in-app wallet, not as PDFs or separate downloads, but as secure, always-accessible mobile tickets.
Visitors can view a live interactive map in the app, showing food stands, merchandise, and the fanzone, enabling smooth navigation across the venue. At the same time, the organization has real-time insight into visitor flows, allowing crowd control to be managed in a safe and efficient way. As crowds build, real-time push notifications guide fans to quieter entrances and shorter queues. The Race Engineer is integrated into the app, ready to answer any question instantly.
Beyond navigation, the app offers exclusive content, a full music programme with favourites and reminders, and a gamification module that turns the circuit into a playground. Fans scan QR codes, unlock trophies, and compete for a ticket to next year’s race.
Every interaction feeds directly into the CDP, building a fan profile that becomes richer with every edition.
The results speak for themselves
What once required a large team of agents during peak weekend has become truly manageable, leaving the team free to focus on the interactions that genuinely need a human touch. The Dutch Grand Prix now runs its busiest period of the year with a fraction of the human support effort once required. Fans are better informed before they arrive, helped faster when they have questions, and engaged more personally throughout the year.
What sets this partnership apart is not any single product, it's the depth of connection built up over five years of working together. With every edition, the fan data grew richer, the AI agents got smarter, and the team gained more confidence in what the platform could do. The CDP sits at the centre, collecting data from ticketing, the app, service interactions, and marketing campaigns, feeding it back into every future touchpoint.
A fan who registers for pre-sale, buys a ticket, unlocks badges in the app, and asks a question via the Race Engineer, all of that flows into one profile, making every interaction a little smarter than the last. What started as an ambitious setup for a brand new event became something the Dutch Grand Prix could not imagine running without. Five years on, technology is no longer something managed around the event. What contributes to the absolute success.
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