Kevin Petit : Transforming a Race Driver’s Marketing with ES FUSION

How a top-level race driver, managing 130 sponsors with a two-person team, transformed his professional communications operation using ES FUSION as an intelligent DAM platform.

If you’re at all into European motorsports, Kevin Petit is a name you’ve certainly seen gaining traction. Kevin is France’s up and coming hill climb racing phenomenon. With already 10 years of professional racing behind him, Kevin holds some impressive titles : 2021 World Champion, 2025 European Champion and five times French Champion.

As the 2026 racing season is about to begin, Kevin is gearing up for no less than 13 races scheduled from April to September, including 10 counting for the European Championship.

Managing over 10,000 assets

If Kevin feels confident behind a steering wheel, managing a massive collection of photos, videos and other marketing assets for 130 active sponsors is a different beast. "Until recently, we didn’t have a formal asset management strategy in place, says Kevin’s marketing manager Hugo Lebrun. We just collected all our material in a Google Drive with a basic folder structure and relied mostly on memory to navigate to a given photo, video or sponsorship brochure. Whenever Kevin needed a file, he’d call me up and I searched manually".

But with 70 to 80 new photos added to the collection after every race, ten years of racing added up to over 10,000 images to manage. A photo of Kevin’s car sheltered under an umbrella, for instance, was impossible to locate without browsing thousands of files. And with sponsors changing every year, maintaining a stable visual reference across racing seasons had become a nightmare.

Also, validating the race suit colour scheme and sponsor displays involved days of back-and-forth emails, with the finalised suit often arriving only days before the season opener.

From chaos to clarity, with the help of AI

"Things changed when we moved our entire archive into Dalim ES FUSION and indexed every asset automatically with relevant metadata including year, event and technical quality, explains Kevin. This turned out to be a real game changer".

ES FUSION’s AI integration was also a key feature in getting the assets sorted out. The AI analyses visual content and detects sponsors present in the image (logos, even partially visible or stylised), sporting and emotional context (victory, podium, focus / concentration, etc), environment type (open roads or closed circuit) and other key subjects or elements within the frame. Today, a keyword search ('umbrella', 'victory', 'podium') returns a filtered selection in seconds, with further refinement by year or event.

Dalim ES FUSION also proved to be instrumental in speeding up the race suit design. "When the agency sent us their first draft, Hugo and I annotated the sketch directly in ES FUSION, inserted text comments, highlighted specific areas, and attached reference files, says Kevin. The suit was validated in a single exchange, versus seven days of emails the previous year. The finished suit was delivered well ahead of the season kickoff".

With these overheads sorted, Kevin can now focus on fine tuning his Nova Proto race car delivering a solid 0 to 100 km/h in 2.3 seconds and 280 km/h top speed on mountain roads ahead of the first race. We’ll be watching.

Kevin’s partners: https://www.kevinpetit.fr/partenaires/

Kevin’s race program: https://www.kevinpetit.fr/courses/