A trio of teams from motor racing's prestigious Formula 1 (F1) have unveiled new commercial tie-ups as they prepare to participate in the 2025 Las Vegas Grand Prix, one of the premier events on the F1 calendar.
Constructors' championship winners McLaren Racing have renewed a deal with Google, Aston Martin have struck a new multi-year deal with human resources firm UKG, and Racing Bulls have tied up with the Yaamava Resort & Casino brand's venue in Las Vegas.
The McLaren-Google extension entails Google's AI assistant technology, Gemini, being placed at the centre of the collaboration between the two parties.
The first deal between the pair was struck in early 2022, followed by an extension ahead of the 2024 F1 campaign.
Across the Las Vegas race weekend, with the Grand Prix itself taking place late on Saturday (November 22), there will be a "dynamic creative" by Google, showcasing Gemini as a product, on the Sphere, the iconic Las Vegas music and entertainment arena. That installation will "feature the McLaren Formula 1 car, transformed in real time into a variety of visual styles."
Overall, Google will carry on as a primary partner of McLaren, who have already won the 2025 constructors' title and who will almost certainly provide the drivers' champion, with one of Lando Norris and Oscar Piastri set to be crowned.
Gemini made its debut, in terms of the partnership between McLaren Racing and Google, at the United States Grand Prix in October, where its branding was featured on the team's cars and racing suits.
Other Google products involved in the partnership include Pixel, Android, Google Health Devices, and Google Cloud.
Zak Brown, McLaren Racing's chief executive, has commented: "The introduction of Gemini marks an exciting next step, helping us continually explore how AI can support our team both on and off the track. Google is an incredible partner, and we look forward to continuing to push for innovation and excellence alongside them.”
McLaren also brought in information management brand Iron Mountain as a new commercial partner in mid-October.
Aston Martin's multi-year agreement with UKG, meanwhile, will see that brand become the UK-based team's human resources, pay, and workforce management partner.
The partnership has been struck to maximize "data-driven insights, both at the track and the Aston Martin Racing Technology Campus."
Sarah Hodges, UKG's chief marketing officer, explained: "It's our shared values of data, innovation, and team performance that make this partnership with Aston Martin Aramco the perfect fit for our global brands.”
In terms of the Aston Martin F1 commercial portfolio, the team - currently sitting seventh in the 10-team F1 constructors' standings - is title-sponsored by Aramco, while other prominent sponsors include the likes of Maaden, Cognizant, Pepperstone, Xerox, Puma, Glenfiddich, and Boss.
Finally, the partnership between Racing Bulls and Yaamava Resort & Casino will revolve around the latter's Las Vegas branch, Palms Casino Resort.
There will, over the next few days, be a range of activations at Palms Casino Resort for F1 enthusiasts, including viewing parties for both qualifying and the race itself, as well as appearances from Racing Bulls chief executive Peter Bayer and driver Liam Lawson.
In addition, the Yaamava Resort & Casino logo will appear on the rear wing endplate of the Racing Bulls' on-car livery across the race weekend.
Bayer has now commented: "Through this partnership, we’re thrilled to bring the energy of the Las Vegas Grand Prix directly to the guests of Yaamava’s Resort & Casino. This collaboration allows us to create truly memorable experiences for fans off the track at one of the most electric races of the season.”
Racing Bulls lie sixth in the 2025 constructors' table, 10 points ahead of Aston Martin.
The team - the junior side to Red Bull Racing - is title sponsored by Visa through a deal unveiled in early 2024, and is officially called Visa Cash App Racing Bulls (VCARB).
