Aston Martin champion inclusivity in multi-year Arm deal

The Aston Martin Formula One Team have secured a multi-year partnership with Arm, which will serve as their AI compute platform partner.

From the start of the 2025 Formula 1 season, the company’s branding will feature on the rear wing of Aston Martin cars.

Arm will also receive brand visibility on Aston Martin’s F1 Adacemy cars and racing uniforms.

In addition to supporting the Oxfordshire-based team’s on-track performance, Arm will also aim to promote inclusivity and gender equity within motorsport through the new collaboration.

Jessica Hawkins, Head of F1 Academy at Aston Martin, will become an Arm ambassador, driving opportunities for women in motorsport.

The partnership will include initiatives intended to create pathways for women across motorsport, with Arm  also becoming the presenting partner for the team’s International Women’s Day activities.

Arm are the latest sponsor to team up with Aston Martin, following the team’s recent deals with Pepperstone, Puma, Glenfiddich, and Xerox.

“Arm’s expertise in compute and AI technology will play a significant role in enhancing performance and driving forward engineering innovation inside the team, to help deliver performance on the track,” said Andy Cowell, CEO of the Aston Martin Formula One Team.

“This partnership brings an opportunity to push the boundaries of what we can achieve off track too with a clear focus to champion women in STEM and motorsport, aligning with our own goals to create an inclusive and diverse culture and attract the very best talent as part of our Make A Mark strategy.”

Ami Badani, Chief Marketing Officer at Arm, added, “We are excited to partner with Aston Martin Aramco to foster new pathways for talent in STEM and women in motorsport, while also advancing performance on the track and in the car through leading edge AI technologies from Arm.”

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