Formula 1 has today announced the extension of its partnership with Lenovo, which will see the technology giant elevated to a Global Partner in a multi-year renewal starting from 2025. As part of this expanded relationship, Motorola, a subsidiary of Lenovo, will take on the role of Global Smartphone Partner of F1, further embedding cutting-edge technology into the sport.
Since first joining forces in 2022, Lenovo has played an integral role in the smooth running of Formula 1 operations. Its technology, including high-performance computing solutions, servers, edge devices, and hardware such as laptops and smartphones, has supported F1’s broadcast capabilities, bringing the excitement of the sport to millions of fans around the world. This latest deal not only extends Lenovo’s involvement but also deepens it, with the company set to serve as the title sponsor for two races each season and enjoy increased trackside branding at events.
Lenovo’s hardware has been crucial in creating custom content for Formula 1’s ever-expanding fanbase, with a particular focus on enhancing engagement across multiple platforms. Stefano Domenicali, CEO and President of Formula 1, expressed his delight at the continuation of the partnership, stating: “Lenovo’s creativity and passion for technology have supported F1’s ambition to create once-in-a-lifetime moments for fans. Today marks a new chapter in a partnership that will only continue to grow from strength to strength.”
Sustainability at the Forefront
One of the key aspects of this renewed partnership is Lenovo’s commitment to sustainability, a priority shared by both organisations. Lenovo’s Asset Recovery Service, which helps recycle obsolete hardware, aligns perfectly with F1’s broader environmental goals, including its drive to reach Net Zero by 2030. So far, F1 has successfully disposed of 95% of its outdated computing hardware in a sustainable manner, helping reduce waste and costs while maintaining data security.
Yang Yuanqing, Chairman and CEO of Lenovo, highlighted this alignment with F1’s future direction: “Our vision is to harness AI to create a smarter, more sustainable world. Through groundbreaking partnerships like the one with Formula 1, we are pushing the boundaries of innovation and performance, ensuring that cutting-edge advancements benefit all and create unforgettable experiences.”
This shared commitment to sustainability and next-generation technologies is a driving force behind Lenovo’s continued presence within Formula 1. The company’s focus on AI-powered solutions, including Motorola smartphones and AR/VR capabilities, ensures that both brands are well-placed to tackle the future of motorsport. As Luca Rossi, President of Lenovo’s Intelligent Devices Group, noted, “Our high-performance technology implemented across every level of the F1 organisation fills us with pride, and our collaboration is just beginning.”
Technology and Innovation in Motorsport
Throughout the past three years, Lenovo’s technology has helped F1 push the boundaries of what is possible in the sport. At the heart of this collaboration are Lenovo’s high-performance computing solutions and AI capabilities, which have been integrated into Formula 1’s live broadcasts. These systems have enabled Formula 1’s technical teams to address complex challenges in real-time, ensuring a seamless viewing experience for fans.
In addition, Lenovo’s contributions have been recognised through innovative features at Grand Prix events. For example, the FORMULA 1 LENOVO JAPANESE GRAND PRIX 2023 saw the introduction of the world’s first kiss-activated trophies, combining tradition with cutting-edge technology to elevate the podium celebrations. This integration of Lenovo’s technology with Formula 1’s global events showcase the potential of purposeful design in enhancing fan experiences.
Both organisations have also worked closely to identify new ways to improve operational efficiency, with F1 leveraging Lenovo’s edge computing and AI solutions. The partnership has allowed F1 to explore innovative methods to ensure the sport remains at the forefront of technological advancements, benefiting not only the teams and drivers but also the global fanbase.
Looking ahead, Lenovo’s increased involvement in Formula 1 is set to revolutionise the way the sport operates and is experienced by fans. With Lenovo’s title sponsorship of two races per season, and the continued collaboration on new and emerging technologies, both brands are poised to lead the charge in shaping the future of motorsport.
Looking to the Future
Lenovo’s global presence and technical expertise will continue to underpin its work with Formula 1 as both organisations move forward. As Lenovo expands its operations into new regions, including the Middle East and APAC markets, its partnership with Formula 1 will provide a crucial platform for innovation and growth.
Stefano Domenicali reflected on this future: “Our shared commitment to precision, innovation, and sustainability will ensure F1 remains the world’s most technologically advanced sport for years to come.”
Through this expanded collaboration, Lenovo is set to bring smarter technology to every aspect of the sport, ensuring that Formula 1 continues to deliver the thrills, drama, and excitement that fans around the globe have come to expect.