The Aston Martin Formula 1 (AMF1) motor racing team, has announced the renewal and extension of its partnership with data technology and business service firm Cognizant.
Cognizant is a current title sponsor of the team, with the team known as Aston Martin Aramco Cognizant F1. Cognizant also provides its services to the team, delivering IT infrastructure, providing software, and aiding fan engagement.
The expanded arrangement between the two will see Cognizant continue to deliver the same services, while also helping to increase efficiency across Aston Martin Racing’s Technology Campus in Silverstone, England.
Cognizant has partnered with Aston Martin since its entry into Formula One in January 2021.
Cognizant will also help AMF1 in its sustainability and diversity initiatives, including crafting learning experiences for science, technology, engineering, or mathematics students.
Lawrence Stroll, executive chair of AMF1 stated: “Cognizant was Aston Martin's first F1 title partner […] the first phase of our relationship has succeeded spectacularly in increasing their global brand awareness."
Stroll continued: “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 organization.”
Cognizant is also a partner of the global sailing racing league SailGP.
Coming into the final third of the F1 season, Aston Martin has been securing a number of commercial tie-ups as of late to secure the organization's viability in coming seasons.
In September, the team renewed and extended its partnership with Ireland-based online trading broker AvaTrade for a further season.
In June, it also renewed its partnership with global short-form video platform TikTok to enhance the fan experience.
As part of the renewed deal, the AMF1 Team and TikTok have launched I / AM A FAN, a new fan engagement campaign to reach the global community of Formula 1 (F1) creators, fans, and enthusiasts.
