Sports

Top F1 Team Partnerships: McLaren, Mercedes, More

Formula One (F1) teams are busy announcing their latest partnerships ahead of the season’s kick off in Bahrain this weekend.

Here is an update on the latest highlights.

McLaren:

In a multi-year deal, Google will become the official partner of McLaren’s Formula One team and the McLaren MX Extreme E Team.

To improve on-track performance, McLaren will use 5G-enabled android devices and the Chrome browser across its operations during practice to collect insightful analytics and data.

MCL36 F1 cars will carry Android and Chrome branding on the engine and wheel covers, with the drivers, Lando Norris and Daniel Ricciardo, donning the branding on their helmets and race suits.

Google branding will also be visible on the Number 58 McLaren MX Extreme E race car, and on the suits of drivers, Emma Gilmour and Tanner Foust.

McLaren CEO, Zak Brown, said he is excited to welcome the technology brand to the McLaren racing family.

“By integrating platforms like Android and Chrome across our operations, out team will be better supported to focus on driving performance,” Brown said.

“We look forward to an exciting partnership that spans across Formula 1 and Extreme E,” he said.

Google vice president of marketing, Nicholas Drake, said the similarity between McLaren’s and Google’s views on inclusion and sustainability makes it an exciting partnership opportunity.

“We’re bringing more innovation to platforms, like Android and Chrome, and seamlessly connecting them to other Google services to optimise McLaren’s race day performance,” Drake said.

McLaren will also expand its partnerships with Dell Technologies and Alteryx for the 2022 season.

Mercedes:

In further updates of cryptocurrency’s integration into sports, Mercedes has welcomed exchange platform, FTX, as a long-term partner.

The multi-season partnership will see the FTX logo featured on the cars and drivers while also appearing on the team’s trucks, garage, and trackside hospitality and communication venues.

In addition to branding recognition, Mercedes will work with FTX to cerate FTX Pay, NFT collections and CSR initiatives.

Mercedes-AMG Petronas F1 team CEO and principal, Toto Wolff, said Mercedes is looking forward to the partnership’s ability to create more opportunities for fan engagement.

“Their innovative spirit and creative energy in such a rapidly developing global industry make them a well-matched partner in our own relentless pursuit of performance,” Wolff said.

Red Bull:

Ahead of the season, Red Bull has announced a $150 million deal with Singapore-based cryptocurrency platform, Bybit.

The three-year partnership aims to grow fan engagement by releasing crypto assets to fans.

Ferrari:

In an announcement made late last year, Ferrari confirmed Banco Santander will once again be a major sponsor for the team.

The deal will make the bank a premium partner and will feature its branding on the Ferrari F1 cars, the drivers’ race suits, and their caps.

During the partnership, Santander will help Ferrari become carbon neutral by 2030.

Ferrari chairmen, John Elkann, said Ferrari is excited to be working with the bank to achieve carbon neutrality.

“It’s an honour to team up again with a global financial institution like Santander, which is committed to responsible banking and has shown leadership in renewable energy finance all around the world,” Elkann said.

Alpine:

BWT along with multiple other organisations like Binance, will join Alpine for the 2022 season.

The water treatment company, which previously sponsored Aston Martin, will become the team’s title sponsor causing a team rename to ‘BWT Alpine F11 Team.’

Alpine sales and marketing vice president, Cédric Journel, said the team is excited to partner with an organisation focused on sustainability, clean water and plastic reduction.

“We will use the huge global platform F1 provides to support BWT in their fight against the unfair distribution of clean, safe and healthy drinking water,” Journel said.

AlphaTauri:

AlphaTauri has announced a global partnership with Hong Kong based international logistics company, Flex Box Ltd.

The partnership will see the team’s new 2022 F1 car carry the Flex Box logo on the front wing endplate and nose throughout the season.

Aston Martin:

Aramco will become the Aston Martin team’s new major partner to help the team move towards the F1’s goal of using 100% sustainable fuels.

The Saudi Arabian fuel company will work with Aston Martin on the development of highly efficient combustion engines and high-performance sustainable fuels.

Williams Racing:

High-performance alkaline battery manufacturer, Duracell, will enter a multi-year partnership with Williams Racing.

The two organisations will collaborate across a variety of marketing initiatives including engagement in e-sports activities.

Alfa Romeo:

The Alfa Romeo F1 team have extended their long-term partnership with brewery, Singha Corporation.

Singha’s logo will be visible on the drivers Valtteri Bottas and Guanyu Zhou, as well as on the team’s clothing and kits.

Haas:

Like many other organisations around the world, Haas has severed its Russian connections with sponsor, Uralkali, however to close the budget gap, Gene Haas, Haas founder and sole stakeholder, will provide additional capital to support the upcoming season.



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