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Canto > Case Studies > Accelerating Digital Content Management in Racing: A Case Study on Maserati MSG Racing

Accelerating Digital Content Management in Racing: A Case Study on Maserati MSG Racing

Technology Category

Application Infrastructure & Middleware - Middleware, SDKs & Libraries
Wearables - Tags & Patches

Applicable Functions

Sales & Marketing

Use Cases

Facial Recognition
Perimeter Security & Access Control

The Challenge

Maserati MSG Racing, a Monaco-based team and one of the founding teams of the Formula E racing series, was facing challenges in managing and organizing their digital assets. The team needed a way to consolidate and organize digital assets to quickly locate media for promotional purposes and share content with trusted partners. The hectic Formula E race schedule often features back-to-back races in different parts of the world, requiring their website and social media content to be constantly updated in real-time. The marketing department was receiving daily requests for digital assets from partners and media, necessitating a system to keep them organized and allow quick and easy access to time-sensitive content. Without a central library where partners could search for assets, the team had difficulty fulfilling content requests quickly. This often led to miscommunication and delays.

About The Customer

Maserati MSG Racing, formerly known as ROKiT Venturi Racing, is one of the founding teams of the Formula E racing series. Based in Monaco, the team has been pushing the boundaries of performance for electric vehicles since 2014. Over eight seasons, the team has made a significant impact on the sport, with their most successful season culminating in a 2nd place finish in the 2021-22 team’s championship. The team uses digital assets to promote its brand across social media and share content with media outlets and business partners.

The Solution

Maserati MSG Racing turned to Canto, a digital asset management solution, to address their content challenges. The implementation process involved transferring content from the past seven seasons into the Canto library. After migrating existing assets, a new organizational structure was created using folders, tags, and metadata, enabling the team to easily find specific photos to fulfill media requests, promote races on social media, and highlight the race team’s accomplishments on the company website. Race photographers could quickly upload images into the Canto Connect app, which automatically tags and categorizes them according to metadata. Once the content is in the main Canto library, it is reviewed to determine what needs to be made available to partners. Canto Portals were used as dedicated, unique spaces for each partner to access their content. Each Portal is a one-stop-shop for all media-related aspects of the partnership, including content like press releases, race day photos, images of race attendees, and branding packs.

Operational Impact

The implementation of Canto has significantly improved the way Maserati MSG Racing manages its digital assets. The team can now organize and distribute content faster and more efficiently, leading to a significant shift in how the digital team handles workflows and services to their partners. The user-friendly partner portals have strengthened relationships with partner organizations by providing access to the digital assets they need to promote their own brands. With AI-driven tags and global access, it’s quicker for the team to onboard sponsors. For the upcoming Formula E season, the team has undergone a comprehensive rebranding for Maserati MSG Racing as part of its new partnership with Italian manufacturer Maserati. The transition was made seamless and streamlined with the help of Canto.

Quantitative Benefit

Content requests are fulfilled twice as fast as before the implementation of Canto.
The team can now respond to media requests quickly, keeping social media channels updated.
The team's overall productivity has improved.