Aston Martin Races To Key Renewal

Aston Martin Aramco Cognizant Formula 1 Team (AMF1 Team) has renewed and extended its partnership with Cognizant.

The renewed agreement sees the US-based multinational business technology firm continue as the global technology services partner to the UK-based Formula 1 team.

According to Insider Sport, the value of the deal is thought to be between £20m and £30m per season.

AMF1 Team first partnered with Cognizant in January 2021 and since that time has benefited from the firm’s IT infrastructure, including software and digital fan engagement solutions.

According to a statement, the renewal of the partnership is set to include ‘a joint effort to optimise operational efficiency across the new AMR Technology Campus in Silverstone, England,’ where Cognizant will roll out its Internet of Things ‘smart factory’ technology, which will support the creation of a new modern and efficient headquarters for AMF1.

The two organisations have also highlighted a continued focus on joint sustainability, community, and inclusion initiatives as key to the new deal. This includes a drive toward zero-emission commitments through energy-efficient technologies and promotion of STEM education in the UK and US.

Further advancement of the team’s inclusion initiatives is also on the horizon as part of the AMF1 Team’s Make A Mark initiative. The programme, which was launched with Cognizant, is a mutual inclusion programme that celebrates the likes of International Women’s Day, Black History Month, PRIDE and Women In Engineering.

Lawrence Stroll, Executive Chairman, AMF1 Team, said, “Cognizant was Aston Martin’s first F1 title partner – they completely understood how a high-profile sports marketing partnership could raise their international profile, and the first phase of our relationship has succeeded spectacularly in increasing their global brand awareness.

“As we enter this new phase of our partnership, we will deepen our relationship: we see things the same way, we have the same goals, and we work together in a truly unique and innovative way. It is a pleasure to work with such an ambitious and like-minded partner, so today’s announcement that they have chosen to extend their relationship with us speaks volumes for the harmony we enjoy together.

“What we’re seeing from working with Cognizant, is that they can really leverage their expertise in data, analytics and machine-learning to make a marked difference to our efforts as a design team to build a faster racing car and become a leaner, more efficient organisation.

“I firmly believe that this is the way all sports marketing partnerships should be: true synergies. I couldn’t be happier with the pathway forward that we have established together.”

Ravi Kumar, Chief Executive Officer, Cognizant, added, “It is the ultimate validation of our relationship with AMF1 Team that we have decided to renew our partnership with the team.

“Our relationship with AMF1 Team is a window into the expertise and capabilities we can provide as a major technology brand. No business operates at the cutting edge of performance and technology like a Formula One team, so getting the opportunity to come in, analyse AMF1 Team’s business needs and devise a series of solutions that not only improve performance but also maximise efficiencies demonstrates just what Cognizant can do for any business.

“Partnering with AMF1 Team has opened our eyes to the opportunities offered by a huge – and growing – global platform like Formula One. In terms of visibility, the F1 experience is immense: a truly international sport with huge annual engagement.

“We are enormously proud of the distance we have already travelled together. There is plenty more common ground ahead, and we look forward to building even closer ties with AMF1 Team.”