Aston Martin and Xerox pen global F1 partnership

The Aston Martin Formula One team have signed a multi-year global partnership with office technology and solutions company Xerox.

Contract:

• Xerox becomes a global partner of the Silverstone-based outfit
• The company will print telemetry data for the team and is exploring the use of augmented reality (AR) to assist with at-track operations and at the team’s wind tunnel
• Xerox will also provide Aston Martin with data-backed marketing insights

Context:

Xerox will be tasked with supporting Aston Martin’s digital technology functions both on and off the racetrack, especially at its technology campus in Silverstone. The deal also emphasises the team’s focus on securing partners that can work with them to increase their chances of moving towards the front of the grid.

This is most notably evidenced by the team’s technical collaboration with Aramco, Honda and Valvoline, but also through smaller deals like Circle8 which is assisting Aston Martin with talent acquisition. 

Comment:

“Xerox has long been a leader in innovation, and this partnership brings together two brands that thrive on precision and efficiency,” said Jefferson Slack, managing director of commercial for Aston Martin.

“We are excited to work with Xerox and leverage their expertise to enhance our team’s digital operations. As we push the boundaries of performance, this partnership will drive us forward.”

Coming next:

Xerox branding will appear on the Aston Martin cars for the first time at this weekend’s Las Vegas Grand Prix, prior to the partnership officially kicking off in 2025.

Go deeper:

• Aston Martin F1 team valued at ‘more than UK£1.5bn’ in latest private equity investment
• F1 team finances roundup: Is the budget cap working four years in?