Data & Analytics
SAS
Turning data into decisions, at 280 km/h and in the boardroom.
About SAS
Who they
are
SAS is a global name in data and analytics, the software behind decisions in banking, healthcare, manufacturing and the public sector.
A race car is one of the most data-dense machines there is. Every lap produces telemetry that has to become a decision before the next one starts, which is the same problem SAS solves for its customers every day.
The Fit
The same question, at racing speed
Motorsport makes the value of data visible. An engineer has one lap to read the numbers and change something that matters, and everyone in the garage sees whether the call was right.
That is what makes the paddock a good room for this conversation. Guests see analytics doing something they can watch happen, rather than hearing about it in a slide deck.
How it shows up
On the car,
in the paddock
Business events
Hjelte on stage at SAS events, with the car on display and hot laps for guests.
Track-day hosting
Guests hosted at the sponsor track day at Zandvoort in April 2026.
A story people remember
Data to decision, told through a race weekend instead of a case study.