The Aston Martin and Cadillac teams from motor racing's iconic Formula 1 (F1) series have each brought in a new commercial partner in the build-up this weekend's Austrian Grand Prix.
Cadillac F1, the latest entry into the elite motor racing series, have struck a multi-year licensing deal with motorsport memorabilia producer Memento Exclusives, while Aston Martin have brought in cybersecurity firm Zscaler.
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Zscaler becomes Aston Martin's global cybersecurity partner, with its branding to feature on the nose, seatbelts, and wing mirrors of the team's AMR26 race car – as well as on the drivers' overalls – in Austria this coming weekend.
Aston Martin will also use Zscaler technology to secure its assets from online harm.
Jefferson Slack, managing director for commercial and marketing at Aston Martin F1, commented: "Zscaler’s belief in our long-term vision both on and off track reflects the momentum we are continuing to build across our business. Partnerships like this play an important role in supporting the future of our organisation and strengthening the technology ecosystem around the team.”
In terms of Aston Martin F1's sponsors, Aramco is the team's title partner, while Maaden, Honda, and CoreWeave are the other major partners.
The Cadillac F1-Memento Exclusives agreement, meanwhile, will allow fans to access and purchase licensed team products designed by Memento.
These include show cars, replica car parts (including steering wheels, wheel rims, nose cones, and front wings), and simulators, to celebrate Indiana-based Cadillac's debut season as an F1 outfit.
The show cars are produced for exhibitions or demonstrations, while the smaller items are available to be purchased or experienced by supporters.
The motorsport memorabilia brand extended an existing deal with Aston Martin F1 in mid-April.
Cadillac, meanwhile, announced Excel Sports Management as its exclusive agency of record for commercial sales and strategy that same month.
Both teams are underperforming on track so far this season – Aston Martin currently sits 10th in the F1 2026 constructors' standings, while Cadillac is 11th.
