Technology companies have had a busy week announcing details of sponsorships in Formula 1.  Blackberry, fresh from the announcement of their new 10 device have signed up as official technology partner with Lewis Hamilton’s Mercedes team while Microsoft have extended the remainder of their agreement with Lotus Formula 1 from two years to four.
Both deals will highlight the role that each company has in contributing to the management and processes of the teams and go a long way beyond the traditional branding of chassis and race wear.
Microsoft Dynamics were pleased with the results of the first year of operation at the Lotus base in England and will continue to be directly engaged in the on-going business transformation within the company and in the racing team.
“Through the implementation of Microsoft Dynamics at our main base in Enstone, we are evaluating every aspect of how we work,” said Patrick Louis, Chief Executive Officer, Lotus F1 Team.  The improvements in efficiency allow us to become yet more competitive on the track.”
Microsoft, whose main European base is located in Sandyford, South Dublin, are also involved as technology partner with the British and Irish Lions for the summer tour to Australia and will be looking to deliver and develop a similar approach to business transformation.
“We can herald our partnerships with sporting teams as a best-practice for our existing and new clients,” said Christian Pedersen, General Manager, Microsoft Dynamics ERP Product Marketing.  “We are excited to strengthen our bond with Lotus further and look forward to see the manifestation of this hard work in the factory with even stronger results in 2013.”
McLaren has forged a similar partnership with Vodafone in recent years and the company had brought many of the learnings to bear on its own Irish HQ located only 400 metres from Microsoft.
This year Mercedes has joined the hi tech party by attracting big spending Blackberry, determined to reestablish their place in the smartphone market with the launch of the new ten device.
The approach is similar to Microsoft in terms of contribution to the business process but they will also be reaching out to fans and consumers through the joint development of apps.
Blackberry were big advertisers during the Superbowl and have made a major financial commitment to the new range.  It’s attractiveness will certainly be bolstered by appearing in content such as that below and it is good that sport is seen as a central part of the marketing effort on an international scale.

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