LONDON: With anticipation building for almost 12 months and a monumental amount of work undertaken behind the scenes, Aston Martin is back in Formula One.
The team has flaged off its new era in F1 by signing on US IT major Cognizant as title partner and will be known as Aston Martin Cognizant Formula One Team when it lines up on the starting grid for the new season.
The multi-year association sees Cognizant's role not merely as a sponsor, nor even as a behind-the-scenes service provider, but as a "true digital transformation partner with a real purpose" to empower the team with the best IT infrastructure and software solutions on the market.The announcement coincides with the first elements of a brand-new website going live and facelifts to the team’s social media channels, with greater insights than ever before coming soon to the official Aston Martin Formula One Team Instagram Twitter, Facebook, YouTube, TikTok and LinkedIn channels.
In March, the team's car livery will be unveiled at Aston Martin’s global HQ in Gaydon, including the introduction to its driver line-up, featuring four-time World Champion Sebastian Vettel and multiple Grand Prix podium finisher (and Stroll's son) Lance Stroll.
Stroll noted: “The return of Aston Martin to Formula One after more than 60 years away is a landmark moment in the history of the sport. Everyone knows what Aston Martin stands for, but the Formula One team will allow us to take the essence of the brand to new places, building on the strong foundations laid by the previous iterations of the team. I’m hugely proud that we can start this new chapter with the support of Cognizant. In today’s world, as the digital revolution continues, I can’t think of a more suitable or valuable partner to work with us as we strive to make Aston Martin one of the greatest teams in the sport.”
Brian Humphries, CEO of Cognizant, added: “We are absolutely thrilled to be the title partner of Aston Martin Cognizant Formula One Team. Our global brands have much in common. We are both innovative, forward-looking firms that like to move fast, stay focused, and lead from the front. We understand the incredible power of today’s advanced technologies and how to harness them to engineer unique customer experiences. We’re excited by the promise of this deep and mutually beneficial partnership.”
Otmar Szafnauer, CEO & team principal, said: “We’re just two months away from the start of the season, so it’s fantastic to celebrate the new era of Aston Martin in Formula One by welcoming Cognizant as our title partner. Innovation and technology are central pillars for any Formula One team and this long-term partnership is more than just a branding exercise. With a new factory already under construction, Cognizant’s expertise and resources will add value in all areas of our IT operations and make a valuable contribution to our performance on-track.”
Jefferson Slack, managing director – Commercial & Marketing, Aston Martin F1, opined: “This is a really special moment as we welcome Cognizant as the primary partner of the Aston Martin Formula One Team. As we take this iconic brand back to the pinnacle of racing, it’s hugely motivating to have the support of a true powerhouse in Cognizant, a Fortune 200 company with nearly 300,000 employees. It’s a multinational that’s making a real impact across the globe with great vision from Brian Humphries and the senior leadership team. Cognizant will be integral to our future success and a partner in the truest sense unleashing its capabilities as a digital transformation agent. Like Aston Martin, it’s a company with aggressive targets and ambitions, and will flourish in the global spotlight of Formula One.”
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