Mercedes F1 team signs on with Qualcomm and G42

Brackley-based team land pair of multi-year deals.

The Mercedes Formula One team have signed multi-year deals with semiconductor firm Qualcomm and the G42 artificial intelligence (AI) cloud computing company.


  • G42 to provide AI tools to solve on-track issues for Mercedes
  • Qualcomm's Snapdragon brand to leverage fan activations

Context: While this represents G42's first step into the world of Formula One, Qualcomm has jumped ship from Ferrari to Mercedes. Notably, the company had only signed on with the Italian team this time last year.

Comment: Richard Sanders, chief commercial officer of Mercedes, said: “Applied artificial intelligence is a fascinating industry; to collaborate with G42, one of the leading exponents in this area, is very exciting for the team. Through G42’s ground-breaking technology, we look forward to exploring ways of delivering value for both the team and our partners.”

Consequence: Moving forward, G42 will assist Mercedes by improving the accuracy of actionable insight and efficacy of insight delivery to find marginal gains, while Qualcomm will look to accelerate Mercedes' digital transformation and create a world-leading smart space at the team's campus in the UK. 

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