Formula 1 teams are increasingly using sponsor partnerships to inform performance on track and provide tangible benefits to operations.
Partnerships are no longer just seen as stickers on the side of a car, advertising to millions in front of TV sets and smartphones. Now they provide accretive qualities that showcase success stories on the world stage.
American company Xerox is famous in the technology world for pioneering the first commercial photocopier, but its pivot to IT solutions and digital services has opened up more possibilities to help businesses optimise their operations.
The Aston Martin Aramco F1 team signed them as a global partner in 2024, and while they have helped boost the team’s operational efficiencies at the track and factory, they have also provided unique technology solutions.
One of those is the use of Augmented Reality (AR), which overlays digital information onto the real world in real-time. 3D objects, text or even videos can be displayed using cameras on a tablet, phone, or glasses.
“We provide global print solutions for the team, but we’re also looking at how to use our augmented reality [AR] applications and software too,” said Chief Marketing Officer Darren Cassidy in an interview with Aston Martin.
“That can work through goggles or on a device, i.e. a phone or tablet. It allows you to replicate the world in a digital environment, to allow the team to do work in a useful timeframe and create value.”
Utilising F1’s IT-rich environment
Cassidy highlighted how Aston Martin is using AR to help design the livery on its F1 cars, providing a 3D overview of how it looks on track and on TV.
This streamlines the process for certain races on the calendar that require sponsors to appear in specific ways, such as alcohol brands being 0.0% or no gambling, according to Cassidy.
“That’s a fast-moving item, changing a little from race-to-race with regional sponsors, different contractual obligations and so forth,” he explained.
“Our AR software allows Aston Martin Aramco to see the changed livery and make sure everything fits correctly and looks right before the physical work is done.”
It’s one of the reasons why F1’s IT-rich environment is a great way for technology companies to showcase what they have to offer, while adding value that ultimately translates to performance on track, according to Cassidy.
“This is really a starting point for the application. Once the technology is understood, the use cases will multiply.
“As an IT solutions provider, we’re doing this across a broad swathe of projects. It’s one of the most dynamic IT environments in the world, so there are opportunities to show what we can do.”
