Issue 29, 16 December 2011
With a fiercely proud prancing horse on one side and a taurine-fuelled bull on the other, British F1 team Vodafone McLaren Mercedes is fighting harder today for places on the grid than it ever has in its 45-year history. An uncompromising pursuit of technical excellence has always ensured success on the track, but as F1 catches up in becoming a more socially inclusive sport, a new race to prioritise fan engagement has begun. By humanising data and building ground-breaking corporate partnerships, McLaren is now fine-tuning for a pole position powered by people, not just petrol. It's go, go, go...
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