More than Equal and Avenga Announce Strategic Data Partnership to Transform Talent Identification in Motorsport

LONDON, August 29, 2025: >= More than Equal and leading global engineering and data science firm, Avenga are joining forces to co-develop a breakthrough data and insight platform designed to transform how motorsport talent is identified, evaluated and developed. 

The platform is being created to support More than Equal’s Driver Development Programme and deliver advanced, real-time insights on driver potential using a blend of on-track performance data, physical and cognitive profiling, and psychological assessments. Developed in collaboration with elite engineers and performance experts, the platform aims to make driver development and talent identification more data-led, holistic, and objective, helping remove unconscious bias from a system that has historically favoured visibility over merit.

The strategic tool will power More than Equal’s own talent scouting, assessment, and athlete development processes.

Tom Stanton, CEO of More than Equal said: “There’s no shortage of female talent in motorsport, just a lack of evidence-based systems to identify and nurture it. Together with Avenga, we’re building a decision-making engine for high-performance sport, one that allows us to support female drivers in a more informed, personalised and scalable way.”

At the heart of More than Equal’s collaboration with Avenga lies a shared ambition to reshape the future of racing by using advanced technology to level the playing field. The partnership combines More than Equal’s unique expertise in high-performance female athlete development with Avenga’s deep capabilities in AI, machine learning, and digital product engineering.

The partnership brings together global engineering and sport science talent, including More than Equal’s team of high-performance coaches, psychologists, and driver development experts, and Avenga’s software architects and data scientists based across Ukraine, Germany, and beyond.

Ludovic Gaude, CEO of Avenga added: “This is more than just a tech build, it’s a strategic rethinking of what it means to nurture talent. Using our AI and product engineering capabilities, we’re proud to be building a tool that blends high-performance data science with human insight, and even prouder to be doing it for such an important cause – helping more women reach the top tiers of motorsport.”

The early results of this collaboration have already started to inform More than Equal’s broader Driver Development Programme, with a focus on how objective data can enhance decisions across scouting, development, and performance monitoring.

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ABOUT >= MORE THAN EQUAL

>= More than Equal is a global high-performance motorsport programme, with a mission to find and develop the first female Formula 1 World Champion. 

Driven by data and evidence, the organisation pioneers ground-breaking research into female driver performance, examining the key factors that influence success in elite motorsport. >= More than Equal identifies top female racing talent worldwide and delivers a bespoke Driver Development Programme, combining technical and tactical coaching, advanced physical preparation, and personal development to close the performance gap for girls and women in motorsport.

For more information, visit www.morethanequal.com. 

For media inquiries, contact media@morethanequal.com. 

ABOUT AVENGA

Avenga is an international consultancy and technology partner delivering unique solutions that solve complex business and societal challenges. With 6000+ specialists they operate globally and provide a full spectrum of services, including business and tech advisory, enterprise solutions, CX, UX and UI design, managed services, product development, and software development. Avenga serves a wide range of industries, from telecom and satellite operators to banking, manufacturing, automotive, mobility, and healthcare – driving their AI-first transformation. Their AI capabilities are embedded across all offerings, enabling organizations to drive intelligent automation, accelerate decision-making, and deliver highly personalized user experiences. Avenga is a part of the technology pillar within the family owned KKCG Group.

For more information, visit https://avenga.com/

For media inquiries, contact marina.domazetovska@avenga.com