German software company will have its branding on the cars and race suits of drivers, including seven-time F1 world champion Lewis HamiltonLewis Hamilton of Mercedes GP. Picture: MARK THOMPSON/GETTY IMAGES
The remote connectivity provider will have branding on the cars and race suits of drivers, including seven-time F1 world champion Lewis Hamilton, from the Monaco Grand Prix and ePrix in May. Mercedes are the only manufacturer to compete in both series. F1 has attracted increased interest from the software sector in recent months, with Oracle partnering 2020’s runners-up Red Bull and Cognizant taking title sponsorship of the Aston Martin team.
“The attraction of F1, especially Mercedes, as a sport is the multitude of use cases,” he said. “That’s what attracts technology companies. It’s manufacturing, design, logistics, monitoring, analytics.F1 has introduced a budget cap this year, and Mercedes team boss and overall motorsport head Toto Wolff said the TeamViewer deal would be assigned a value as part of the financial rules.
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