(By Alessandro Presta) According to the specialized portalsport“To”Aston Martin Officially made Aware (The United States is multinational in the IT sector) as new Title Sponsor Formula 1 Team. The multi-year agreement (signed in recent days) is valued between 20 and 30 million pounds sterling. The team will take the name “Aston Martin Cognizant Formula 1 Team” from the 2021 season.
Aston Martin is currently owned by a consortium of investors led by Canadian billionaire Lawrence Stroll (father of the F1 driver), who also owns a 25% stake with the British carmaker.
It took months to reach the final agreement: negotiations between Jefferson Slack (CEO of Aston Martin’s commercial and marketing districts team) and Gaurav Chand (Cognizant’s chief marketing officer) began in September 2020. The partnership marks a turning point for both organizations. Aston Martin is back in Formula 1 after 60 years of “taking a break” (most recently the team has achieved the Brand change Commercialized as Team Racing Point F1). For Cognizant, it is instead an excellent opportunity to increaseBrand awarenessEven outside the United States.
In addition to its main role as a main sponsor, Cognizant will also be Aston Martin’s partner in digital transformation. The goal is to implement the IT infrastructure using the best software solutions available to them. In fact, their services are completely in line with the digital needs of the moment. One of the first planned interventions is to improve the app and the website, in order to provide greater two-way interaction with fans.
Partnership news coincides with changes to the team’s social media channels on Instagram, Twitter, Facebook, YouTube, TikTok and LinkedIn. The new livery will be unveiled in February at Aston Martin’s headquarters in Gaydon (UK). On that occasion, the new drivers’ lineup, made up of former Ferrari driver Sebastian Vettel and Lance Stroll, will also be introduced.