McLaren and Haas land new sponsors ahead of US Grand Prix

The McLaren and Haas Formula One teams have announced new partnerships ahead of this weekend’s US Grand Prix.

Contracts:

• Information management specialist Iron Mountain becomes an official partner of McLaren
• Firm’s artificial intelligence (AI)-enabled digital platform will house McLaren’s content archives
• Iron Mountain will also secure and manage team’s ‘end-of-life IT assets’, according to a release
• Company’s branding will feature on both of McLaren’s race cars
• Water brand Vellamo Water becomes official hydration partner of Haas
• Multi-year deal grants Vellamo branding on the VF-25 car, driver helmets and water bottles, as well as in the team’s hospitality
• Vellamo will also create tailored hydration solutions for Haas
• Haas also announce official partnership with customer experiences specialist CSG

Context:

Iron Mountain is the latest technology firm to partner with McLaren, who already boast the likes of Google, Dropbox and Android as partners. Last month, the team added AI specialist Groq as a sponsor, continuing the growth of their commercial portfolio.

Meanwhile, US-based Haas’ has taken the opportunity of a home Grand Prix to unveil two new partnerships. Other sponsors of the team include title partner MoneyGram, cloud communications platform Infobip and crypto exchange Zoomex.

Comment:

“Our fans are at the centre of what we do, and we are passionate about sharing our storied past with them,” said Nick Martin, co-chief commercial officer of McLaren Racing. “With the integration of Iron Mountain, we will be able to bring to life more of the team’s rich history for our fans and partners as we look to shine a light on the McLaren Racing brand.”

“Vellamo Water is a fantastic addition to our partner portfolio,” said Ayao Komatsu, team principal of Haas. “Their premium water, sourced from Finland’s Ice Age aquifers, aligns with our pursuit of excellence. Hydration is critical in our sport, and Vellamo’s pure, electrolyte-rich water will help our drivers and team personnel perform at their best throughout the demanding F1 season.”

Coming next:

The US Grand Prix takes place at the Circuit of the Americas from 17^th to 19^th October, where both Iron Mountain and Vellamo will feature on the cars of their new team partners.

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