Aston Martin, a luxury sports car manufacturer, has announced US-based IT Firm Cognizant Technology Solution as its title sponsor for the 2021 F1 season.
Formula One is also known as Formula 1 or F1, the highest international auto racing class for single-seater racing cars sanctioned by the Fédération Internationale de l’Automobile (FIA).
Aston Martin is returning to Formula 1 after more than 60 years and marks the landmark moment in the sport’s history. Aston Martin previously competed in Formula 1 as a manufacturer between 1959 and 1960.
The rebranded team will be officially known as the Aston Martin Cognizant Formula One Team. Cognizant calls it a New Era of Innovation at the F1 starting Line. Both the firm did not provide the financial details, but Stroll said the partnership is “significantly larger”.
Why this is a Masterstroke from Cognizant CEO
Empowering the Digital Transformation
According to race fan, Aston Martin F1 team owner Lawrence Stroll met Cognizant CEO Brian Humphries near their homes in Switzerland to finalize the deal. Cognizant CEO Brian expressed interest in having a more global reach and growing Cognizant’s business outside of the United States.
He added, “I want Cognizant to be more than just a sponsor of the team, not just a tiny logo on a car, one of 20 stickers”. It is much more a partnership than a sponsorship.
Cognizant will play a key role, as a true digital transformation partner and empower the team with the best IT infrastructure and software solutions on the market for this multiyear association.
Cognizant is already busy with the brand new website going live and makeover of social media channels of the official Aston Martin Cognizant Formula One™ Team Instagram, Twitter, Facebook, YouTube, TikTok, and LinkedIn channels.
Cognizant will be the global partner for everything to be done in IT with Aston Martin, whether Formula One or the road car.
Dominating the future of Auto Tech
Latest Technologies and innovations play a crucial role in successful luxury car brands. This partnership will allow Cognizant Technology Solution to execute products related to Auto Tech, 5G, Internet of Things, cloud computing, digital engineering, data analysis, and AI. This partnership is undoubtedly going to attract some business For Cognizant from other luxury auto manufacturer.
A Solid Marketing Strategy For Cognizant
The company pays a hefty amount for title sponsorship; the very first benefits is marketing and advertisement. F1 is very popular and indeed will display Cognizant Technology Solution as a global leader in digital transformation and IT services.
Suggested Read: 5 Reasons: Why Cognizant Executives are leaving