Qualcomm expands Mercedes sponsorship to include F1 Academy

The Mercedes Formula One team and Qualcomm have expanded their partnership to include the all-female F1 Academy series.

Contract:

• Qualcomm becomes the senior partner for the F1 Academy entry
• US-based software company’s Snapdragon brand will feature on the F1 Academy car, overalls and helmet of Doriane Pin

Context:

Qualcomm has been official partner of the Mercedes Formula One team since signing a multi-year deal with the Brackley-based outfit in 2023. The company follows similar moves from the likes of Cisco and Pepe Jeans, who have used their existing partnership with a Formula One team to directly invest in and support the fledgling all-female series.

Comment:

Richard Sanders, chief commercial officer of the Mercedes Formula One team, commented: “It is wonderful to expand our relationship with Qualcomm Technologies, highlighting the Snapdragon brand. Our shared passion for technology and innovation has seen several exciting innovations take place already within our existing relationship.

“We also both passionately believe in the power of technology to enrich lives through purposeful innovation. Expanding our relationship to our F1 Academy programme creates a powerful platform to do this and I am excited to see what we can achieve together.”

Coming next:

This expanded partnership comes ahead of the return of F1 Academy this weekend at the Circuit de Barcelona-Catalunya from 21st to 23rd June.

Go deeper:

• After decades of inaction, here’s how motorsport is creating more opportunities for women
• F1 Academy and Charlotte Tilbury: Why brands need to up their game when it comes to sponsorship