- Rebranded outfit to be named Aston Martin Cognizant Formula One Team
- Cognizant to provide IT services aimed at improving team’s operating systems
- Reports of partnership first emerged in December
The Aston Martin Formula One team have officially announced multinational professional services company Cognizant as their new title sponsor.
The multi-year agreement will see the team, who have rebranded from Racing Point ahead of the 2021 season, be known as Aston Martin Cognizant Formula One Team. Financial terms were not disclosed.
Reports that Cognizant, which is headquartered in the US state of New Jersey, was in advanced negotiations with Aston Martin first emerged last month. The deal marks a fresh start for the team following its rebrand, with Best Water Technology (BWT) no longer the main sponsor, having been so for Racing Point during the last campaign.
With BWT out as title partner, and with it the eye-catching pink livery, Aston Martin have teased a switch to the famous British racing green colour ahead of their car’s official launch in March.
As part of their collaboration, Aston Martin will leverage Cognizant’s artificial intelligence, Internet of Things, cloud computing and digital engineering expertise to help overhaul the team’s operating systems.
Cognizant will also use data to inform decisions trackside, including simulations and predictions based on real time and past performance data. Furthermore, the company will help build immersive experiences for fans, drivers and factory engineers to assist with fan engagement, training and improving car performance.
The announcement coincides with the first elements of a new website going live and facelifts to the team’s social media channels, with the promise of greater insights in the lead up to and during the new season.
“Innovation and technology are central pillars for any Formula One team, and this long-term partnership is more than just a branding exercise,” said Otmar Szafnauer, chief executive and team principal of Aston Martin Cognizant Formula One Team.
“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.”
Brian Humphries, chief executive 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.”