Snapdragon and the Mercedes-AMG PETRONAS Formula One Team today announced a multi-year partnership that puts Qualcomm’s premium consumer brand on one of sport’s most iconic teams. The Snapdragon logo appears on the Mercedes-AMG F1 W14 E PERFORMANCE, revealed today at Silverstone — on the car, the drivers’ race suits, senior personnel clothing, and within the garage environment.
This is not just a logo deal. The partnership will use the Snapdragon platform to create fan experiences both in-person and digitally, and to build a world-leading smart campus at the team’s Brackley headquarters in the UK. Digital transformation, XR fan engagement, and connected experiences are all on the agenda.
Don McGuire, SVP and CMO of Qualcomm Technologies: “Snapdragon delivers premium experiences, and our partners are best in class. The Mercedes-AMG PETRONAS Formula One Team is the leading tech-forward team in F1, making them the ideal partner of choice for the Snapdragon brand. Together, we are committed to reimagining the fan experience by bringing Snapdragon to fans around the world.”
Following the Ferrari partnership in 2022, Qualcomm now has Snapdragon branding on two of F1’s most storied teams. The paddock’s most powerful tech brand just got even more visible.
Source: Mercedes-AMG F1