The Mercedes AMG Petronas Formula One Team competes in the FIA Formula One World Championship and is based at the team’s Operations Center in Brackley, UK. Home to over 500 employees, the team is headed by multiple World-Championship winning Ross Brawn, and owned by Daimler AG along with shareholders Niki Lauda and Toto Wolff. The engines for the team’s Formula One cars are provided by Mercedes AMG High Performance Powertrains based in Brixworth, Northamptonshire.
As the Official Mobile Computing Partner for the Mercedes AMG Petronas Formula One Team, BlackBerry will collaborate with the team on technical and marketing opportunities. The new BlackBerry 10 platform will deliver tools and services for Mercedes AMG Petronas and fan engagement will be improved through the joint development of apps. BlackBerry 10 smartphones will also be used by the team so they can ‘keep moving’ throughout the Formula One season.
The new partnership sees the iconic BlackBerry branding featured prominently on the chassis and headrest of the F1 W04 Silver Arrow, the racesuits of Lewis Hamilton and Nico Rosberg, and on the team’s racewear kit. As the Official Mobile Computing Partner, BlackBerry and MERCEDES AMG PETRONAS will be working closely to develop the team’s use of the BlackBerry 10 platform at the team’s headquarters and at each Grand Prix.
Ross Brawn, Team Principal at the MERCEDES AMG PETRONAS Formula One Team reported that the team was very pleased to announce partnership with BlackBerry and that the team is looking forward to embracing the new BlackBerry 10 platform at both a technical and operational level, as well as collaborating with the team at BlackBerry to bring new mobile innovation to Mercedes AMG Petronas.
According to Frank Boulben, Chief Marketing Officer at BlackBerry, Formula One is all about precision engineering, design and innovation – three values that mirror the approach that’s gone into creating BlackBerry 10.
This partnership is meant to deliver value through technical and marketing collaboration. The team said that BlackBerry 10 is built to keep people moving, and believe the essence of this will be delivered at many levels through our partnership”.