Formula One has made another major change to its global sponsor portfolio by elevating Lenovo to the level of global partner from 2025.
The Chinese multinational will provide F1 with its technology devices, solutions and services to support Grand Prix’s both on site and remotely.
Regarding sponsorship, the firm will serve as title sponsor for two races per season, with branding for both the Lenovo group and its Motorola subsidiary increased trackside. The latter has also been named F1’s global smartphone partner.
Stefano Domenicali, F1 CEO and President, said: “I am delighted that Lenovo will become a Global Partner of Formula 1. Since joining the sport, Lenovo’s creativity and passion for technology and innovation have supported F1’s ambitions to create more once-in-a-lifetime moments for fans.
“Today marks a new chapter in a partnership that will only continue to grow from strength to strength. I look forward to continuing our work with Lenovo and using our shared commitment to precision, innovation and sustainability to ensure F1 remains the world’s most technologically advanced sport for years to come.”
Lenovo has been an F1 partner since 2020, supplying the global motorsports series with high-performance computing (HPC) solutions, hardware such as laptops, desktop computers, smartphones and workstations, and its asset recovery service. The latter will play a role in F1’s sustainability strategy.
F1’s elevation of Lenovo to a global partner comes shortly after the series named Santander its retail banking partner, with both deals coming midway through the 2024 F1 World Championship.
Yang Yuanqing, Chairman and CEO of Lenovo, said: “We are thrilled to elevate our partnership to the next level becoming a Global Partner of Formula 1. Our vision at Lenovo is to harness the power of AI to create a smarter, more inclusive and sustainable world, accessible to everyone.
“Through our groundbreaking partnerships, like the one with Formula 1, we are pushing the boundaries of innovation and performance. Together, we’re not just shaping the future of technology and motorsport, but we’re also ensuring that cutting-edge technological advancements benefit all, creating unforgettable experiences no matter where they are in the world.”
Marketing and sponsorship in F1 is not always a smooth process, however. The title sponsorship of the Sauber team has come under scrutiny recently, with the Dutch Gambling Authority requesting that the team remove branding of bookmaker Stake.com during the Dutch Grand Prix. Sauber would ultimately race with Stake branding.
