Formula 1 (F1) motor racing team McLaren has brought in information management brand Iron Mountain as a new commercial partner.
A deal unveiled today entails Iron Mountain working on activating the McLaren content archives, with the firm's branding to appear on both McLaren cars at the upcoming United States Grand Prix in Austin, Texas (with that race weekend running between October 17 and 19).
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The archive management will involve transforming previous historical McLaren assets into what has been called "intelligent, dynamic content."
The UK-based team – which has already won the 2025 F1 constructors' championship – has also said there will be "additional branding touchpoints throughout the 2025 season [ending in early December and Abu Dhabi] and beyond."
In addition, McLaren Racing will utilize "Iron Mountain's global leadership in secure and efficient management of end-of-life IT assets."
Aside from already winning the constructors' title, one of the two McLaren drivers – Lando Norris or Oscar Piastri – is likely to win the 2025 drivers' title, as they currently occupy the top two spots in that table, with six races left.
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By GlobalDataNick Martin, McLaren Racing's co-chief commercial officer, has said: "With the integration of Iron Mountain, we will be able to bring to life more of the team’s rich history for our fans and partners as we look to shine a light on the McLaren Racing brand.”
In terms of recent McLaren commercial activity, late September saw the team announce a new partnership with predictive AI firm Groq.
Groq, unrelated to the generative AI business Grok by X (formerly Twitter) owner Elon Musk, becomes an official partner of McLaren and will integrate its AI-powered LPU chip into team operations.
Greg McIntosh, Iron Mountain's executive vice president and chief commercial officer, added: "Our AI-enabled digitisation solutions will help to fuel new opportunities for success and transform McLaren Racing’s iconic heritage media – protecting these timeless assets for future generations, connecting them to fans and partners, and activating them to unlock value like never before.”
Elsewhere, the Haas F1 team has brought in water brand Vellamo as a new commercial partner.
Through a multi-year tie-up unveiled yesterday, premium natural mineral water and spring water brand Vellamo has become the US-based team's official hydration partner.
The deal has been struck in time for the US Grand Prix in Austin.
Vellamo branding will feature on the current Haas VF-25 race car, as well as on driver helmets and water bottles, and finally in team hospitality areas.
In addition, the team has said this agreement will entail the "creation of tailored hydration bottles," to support "performance and recovery under the intense conditions of Formula 1."
Ayao Komatsu, team principal at Haas, has commented: "Hydration is critical in our sport, and Vellamo’s pure, electrolyte-rich water will help our drivers and team personnel perform at their best throughout the demanding F1 season.”
The US-based F1 team is officially known as MoneyGram Haas F1, courtesy of a sponsorship deal with the titular financial services company dating back to late 2022.
