With the 2026 season of elite motor racing series Formula 1 set to begin this coming weekend, a number of the now 11 teams on the grid are tying up last-minute commercial deals to support their participation.
Aston Martin F1 has struck a new partnership with AI firm Cohere, which becomes the team’s official generative AI partner.
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Through the multi-year partnership, Cohere branding will feature on both Aston Martin cars, currently driven by Lance Stroll and former F1 world champion Fernando Alonso, on both the side of the chassis and on the wing mirror arm.
Additionally, as the official generative AI partner of the team, the team's personnel will gain access to Cohere’s ‘North’ agentic AI platform, which will allow them to conduct “secure generative and search AI capabilities” across team operations.
Cohere becomes the second artificial intelligence firm to partner with Aston Martin in as many months after Cognition.
The UK-based team has secured several new sponsors heading into the 2026 season, including energy drink brand Celsius, luxury Swiss watch brand Breitling, sleep technology company Eight Sleep, and Meccano, the British brand of construction sets.
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By GlobalDataMeanwhile, the Racing Bulls team has partnered with software company Octave, making it the team’s new asset lifecycle management partner.
Octave branding will feature on the nose of Racing Bulls’ two cars across the 2026 campaign, as well as on the chassis bargeboard.
Racing Bulls will adopt Octave’s ‘Attune’ enterprise software, through which the team will manage assets organization-wide, helping to minimize downtime and improve development reliability.
The Red Bull-owned team recently announced a multi‑year renewal and expansion of its global partnership with credit card giant Visa.
The 2026 F1 season begins with the Australian GP in Melbourne from March 6 to 8 and will run through 24 rounds until the final race in Abu Dhabi in early December.
