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Valloni / News  / Formula 1: AT&T Expands Partnership with Oracle Red Bull Racing
18 October 2024

Formula 1: AT&T Expands Partnership with Oracle Red Bull Racing

It is well known that technology plays an important role in Formula 1 motor racing and AT&T announced, on 16 October 2024, an extension of its partnership with Oracle Red Bull Racing starting in 2025.

In Formula 1, milliseconds count and can make the difference between winning and losing. Due to the advanced network technology of AT&T, data flow supports 4 billion consistently reliable equations, for every F1 race globally.

In fact, 250 sensors on the car transmit, in near real time, data from track side to the racing team headquarters and then back to the pits, enabling split second decisions to be made that can lead to victory.

Such precision minimises errors and maximises performance, ensuring that every decision is supported by accurate near real time information transported from the car to the team’s operations room.

 

A view of the Oracle Red Bull Racing Operations Room at Milton Keynes United Kingdomtech

Commenting on the expanded partnership, the CEO & Team Principal of Oracle Red Bull Racing, Christian Horner stated:

“Oracle Red Bull Racing highly values AT&T’s contribution to our team and we consider their partnership and expertise in connectivity as mission-critical to our operation at the racetrack.”

Whilst the Chief Marketing and Growth Officer of AT&T, Kellyn Kenny, remarked:

“We will be able to tap into years of collaboration we’ve had on the technical side, to not only tell deep, meaningful stories but to create new, innovative experiences that will delight and excite fans.”

And added:

“By combining AT&T’s state-of-the-art connectivity solutions with Oracle Red Bull Racing’s pursuit of excellence, the collaboration promises to keep pushing the boundaries of what’s possible.”

Sponsorship of sports events, teams and individuals, at all levels, is a valuable marketing tool and source of funding and a multibillion-dollar global industry, projected to grow to around US$190 billion by 2030!

We advise on sponsorship deals, including sponsorship agreements, and for further information e-mail Prof Dr Ian Blackshaw, the Author of the Book; ‘Sports Marketing: Legal, Fiscal and Practical Aspects,’ at ‘blackshaw@valloni.ch’.