Formula One has named Marelli as its official telemetry services supplier after agreeing a new sponsorship deal with the Italian company.
Under the terms of the agreement, Marelli will provide the series with technology to transfer live data to the Formula One broadcast centre at each race, enabling production teams to enhance the quality and quantity of race information delivered to viewers.
In return, Marelli gains a range of commercial rights, such as the ability to use Formula One imagery and intellectual property for promotional purposes on a worldwide basis.
“Marelli embodies the history and innovation of F1,” Murray Barnett, the series’ director of sponsorship and commercial partnerships, said in a statement.
“This partnership is further evidence Formula One is creating bespoke, inspiring partnerships for each partner. We look forward to a strong, mutually beneficial relationship for many years to come.”
Speaking to SportsPro earlier this year, Sean Bratches, Formula One’s commercial managing director, said the series has a strategy in place to do more with the wealth of data each car generates during races.
Last year, for example, Formula One teamed up with Amazon Web Services (AWS), whose machine learning tools are now used by the series to make race predictions using performance statistics and give fans insight into decisions and strategies adopted by teams and drivers.
The series is also using live race data to create other new offerings, such as fantasy gaming and betting products, in a bid to lure a broader audience to motorsport’s glamour championship.
“Each of these 20 cars pushes out about 1,500 points of data every second during a Grand Prix,” said Bratches. “Our ability to leverage that data to create compelling betting markets will further engage fans, which will further enhance our objective of growing the sport.”
Bratches added that Formula One is seeking to use data to improve its broadcast product with enhanced graphics that enable viewers to glean deeper insights into the action on the track.
“We evolved our production conceit to look at it from the eyes of a 22-year-old avid fan who has told his or her friend, who’s also 22 but not a fan, to watch Formula One,” he said. “We want that non-fan to understand what is transpiring.”
The 2019 Formula One season continues this weekend with the Austrian Grand Prix at Red Bull Ring, where Britain's Lewis Hamilton will be vying for a fifth consecutive win.