REPORT: Americanization of F1 Goes One Step Further With a Mammoth New Sponsorship Deal

F1 is really targeting The US market aggressively. In the 2023 season, for the first time in about 40 years, we will have a Lav Vegas GP, making it the 3rd race in the United States. They announced recently that Las Vegas would join Austin and Miami in the F1 calendar.

Because of the emphasis shown by the sport towards the country, many tech giants have entered the pinnacle of motorsports as partners. In addition, F1 journalist Vincenzo Landino believes that there might be many other tech giants from the US that might enter the sport very soon.

Landino revealed the tech giant Salesforce may join as latest as Australian Grand Prix next week. ” It looks like we may have yet another American tech firm joining Formula One.”

“Qualcomm, which was already involved with Ferrari, they’ve extended their partnership. Lenovo, which we know recently sponsored F1, and Google. The other company, my number one company, was Salesforce. It is one of the largest US tech firms. There’s some branding that has been spotted at the Australian GP track in Albert Park,” said Landino.

Salesforce is an American cloud-based software company based out of San Francisco, California. The company is heavily involved in analytics, customer services, and application development.

Why are so many US tech firms joining F1?

Formula One is an evolving market in the United States of America. But it is also an attractive property for the country as it is so data-driven at its core. The sport is all about fine margins and with the help of data and technology; they are able to extract the most out of their equipment.

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This has led too many US tech firms to have deals with F1 recently. Prominent and known firms such as Cognizant, Oracle, Google, etc have joined hands with top F1 teams.

Google recently announced its partnership with the McLaren F1 team recently while cognizant has been a title sponsor for the Aston Martin team since the start of the 2021 season.

But Oracle has made the most eye-catching towards Red Bull for the 2022 season. Reportedly, the American firm has offered to provide sponsorship to the Austrian team in the range of $500 million.

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“We’re pushing the Oracle technical guys. But they’re responding in the best possible way. And that’s what makes this partnership very exciting,” said the Red Bull team boss.

It would be interesting to see what other big tech firms join the sport in the near future.