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Context

Context

‘HPE Discover’ in Las Vegas is Hewlett Packard Enterprise’s flagship annual conference, designed to showcase the company’s latest technologies, strategies, and partnerships. There are two HPE Discover events annually, one for the Americas and one for Europe, Middle East and Africa (EMEA). It’s primarily aimed at IT professionals, business leaders, and decision-makers in the tech industry.

In 2025, HPE partnered with AMD and the Mercedes-AMG PETRONAS F1 Team to showcase joint collaborations and technical developments across the respective partnerships.

Activation Overview

HPE hosted a joint panel discussion with AMD and the Team with the theme:

HPE and AMD Technology: F1 Innovation for Every Industry

With a distinguished panel featuring John Hampton, Corporate Vice President, Worldwide Customer Field Support at AMD; David Cadywould, Head of Core Technology at the Mercedes-AMG PETRONAS Formula One Team; and Cheri Williams, Senior Vice President and General Manager, Private Cloud & Flex Solutions at HPE, the discussion was moderated by Safy Fishov, Corporate Vice President at AMD.

The panel focused on the critical role of data in the world of Formula One, and how both HPE and AMD technologies power the Team's pursuit of peak performance. The panelists discussed the ways solutions like HPE GreenLake and AMD EPYC™ processors help deliver top-tier, reliable performance to the Team - both at the factory and on the track.

HPE and AMD featured further elements of the partnership as part of their presence at the conference, namely Race Simulators and branded imagery around their booths.

Objectives

Objectives

The discussion and showcase of collaboration served as a powerful partnership case study, illustrating to potential customers how similar technologies can be leveraged to optimise data infrastructure within their own organisations, driving efficiency, agility, and innovation.

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