US software giant Oracle has extended and expanded its partnership with Red Bull Racing, becoming the title partner to the Formula 1 (F1) motor racing team.
Through the new agreement, the team will become known as Oracle Red Bull Racing.
The renewed part of the agreement will see the team continue to utilize Oracle Cloud Infrastructure (OCI) throughout its operations, as it has done since the pair first partnered last year.
This season, the use of OCI, which enables the team to “improve the accuracy of their predictions and sharpen their decision-making”, will take an expanded form, covering the team’s analytics-based race strategy, optimized engine development, artificial intelligence (AI) and machine learning-powered driver training, and fan experience.
In addition, Red Bull Powertrains will use OCI to assist with the development of its Formula 1 engines that are set to launch in 2026 under the sport's updated engine guidelines.
The agreement will also see the pair broaden the capabilities of the loyalty platform it launched last year called The Red Bull Racing Paddock.
Christian Horner, chief executive and team principal at Red Bull Racing, said: “Oracle Cloud enabled us to make race-day decisions that helped Max Verstappen win the 2021 drivers’ championship. Discovering and reacting to opportunities quickly is crucial to our success on and off the track, and Oracle is integral in that effort.
“Having Oracle as our title partner shows the confidence we have in their expertise and their ability to deliver a true competitive advantage.”
Ariel Kelman, executive vice president and chief marketing officer at Oracle, added: “Our commitment to this partnership reflects our belief that OCI is a strategic weapon on race day, helps create the most exciting fan experience in sports, and can define the future of F1.
“Oracle Red Bull Racing is, and will continue to be, the most forward-thinking and innovative F1 team in the world.”
Of the deal, Conrad Wiacek, head of sport analysis at GlobalData, commented: “Oracle’s expanded deal with Red Bull not only reinforces the idea of F1 being on the cutting edge of technological development but also highlights the strength of the work done by F1 owners Liberty Media in rebuilding the sport’s audience, especially amongst the younger demographics.
“Title sponsorships of this size and not new to Oracle, but this again highlights the reach of F1 as well as how important key themes such as AI and data analytics will be in the sport moving forward. Additionally, this deal gives Red Bull all the tools needed to once again challenge Mercedes in the upcoming season.”
Other partners to the Formula 1 franchise include Puma, Tag Heuer, Tezos, Honda, Mobil 1, and Esso.