Motorsport’s new home

From racetrack to digital stage.

Motorsport is entering a new era. Once reserved for purists, it has become a cultural phenomenon- fuelled by global streaming platforms, films, and a new generation of fans drawn to its drama and precision. Yet for many, the sport remains complex and inaccessible, its digital experiences outdated.

For Porsche, a brand synonymous with engineering excellence, this moment was an opportunity to reimagine what motorsport could be. The ambition: to create a digital home that captures the emotion, craftsmanship, and speed that define Porsche.

Insight

Igniting connection.

Motorsport is exhilarating, but also intimidating. Overlapping global and regional streaming entertainment series’, complex technical regulations and fast-shifting race strategies often overwhelm even seasoned followers.

For newcomers, the barrier to entry feels even higher, as motorsport is experiencing a cultural surge, with streaming series and blockbuster films drawing in new audiences worldwide, making accessibility and inclusivity more urgent than ever.

Porsche recognised that the thrill of competition is universal, but to inspire the next generation motorsport needed to become as accessible, and engaging as any other form of entertainment. The challenge was clear, simplify without diluting, and transform complexity into clarity, connection and culture.

Idea

Instant access to the heart of Porsche Motorsport.

AKQA and Porsche created the Porsche Motorsport Hub. A single, definitive definition that puts fans in the driver's seat of the brand's global racing universe.

Launched in just four months to coincide with the legendary 24 Hours of Le Mans, the platform embodies Porsche’s engineering principals of speed, precision, and performance. Every element was designed to make the world of Porsche Motorsport as immersive as being trackside.

Powered by a MACH framework the platform performs like Porsche itself; lightweight, responsive, and built for peak performance. It turns motorsport from a seasonal event into an always-on experience, where every fan can be part of the race.

Impact

Setting a new standard.

The Porsche Motorsport Hub became the definitive home for racing enthusiasts worldwide. During Le Mans 2025:

Users surged by 645% year-on-year
Page views increased 673%
Engagement rates jumped from 64.5% in 2024 to 72.0% in 2025

More than a digital transformation, this was a cultural one. Porsche and AKQA built a living ecosystem that celebrates speed, connection, and human ingenuity. Defining what it means to be a motorsport brand in the modern age.