Red Bull Racing expand AT&T deal to include on-car visibility
Red Bull Racing have expanded their partnership with US telecommunications giant AT&T to include on-car branding from the 2025 season.
Under the multi-year renewal, Texas-based AT&T’s logo will feature prominently on Red Bull’s car, in addition to driver and team member apparel.
The company’s branding will also be displayed on red Bull’s media backdrops and sponsorship boards.
Red Bull have won five Constructors’ Championships since the partnership first began in 2011, coupled with six World Drivers’ Championships.
Through the continued collaboration, AT&T will continue to provide its advanced network technology, including fiber and global VPN, helping the team collate and analyse data, in order to help bolster on-track performance.
During races, more than 250 sensors on Red Bull’s car is transmitted between the racing track to the team’s factory in Milton Keynes.
Red Bull’s volume of data has seen a more than five-fold increase since partnering with AT&T.
AT&T’s sports partnership roster includes a reported $17m to $19m (£13m to £14.6m) a year naming rights agreement for AT&T Stadium, the home of the NFL’s Dallas Cowboys.
The company has also served as the 5G innovation partner of the NBA and WNBA since 2019, in a deal worth a reported $30m £23.1m annually.
“The race begins long before the lights flash on the track, and AT&T is a crucial partner in ensuring we’re ready to win from day one,” said Christian Horner, CEO & Team Principal at Red Bull Racing.
“AT&T’s partnership allows us to transport ever increasing amounts of data for the comprehensive analyses that lead to more precise decisions in the development of our cars before, during, and after each race.”
Kellyn Kenny, Chief Marketing & Growth Officer at AT&T, added, “Our new, expanded partnership will open up even greater possibility.
“We will be able to tap into the years of collaboration we’ve had on the technical side, to not only tell deep, meaningful stories but to create new, innovative experiences that will delight and excite fans.”
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