Global computer hardware and software manufacturer Qualcomm has expanded its partnership with the Mercedes-AMG Petronas Formula 1 (F1) motor racing team to serve as a senior partner of the Team’s F1 Academy entry and cover its driver, Doriane Pin.

Centered around Qualcomm’s Snapdragon brand, its logo will be featured on Pin’s car, her helmet, and overalls through the remaining five races of the F1 academy season, beginning with its race at the Spanish Grand Prix this weekend.

Snapdragon already features on the Mercedes F1 car livery as well as on race suits and Mercedes leisure wear sported by the team’s drivers and staff, and with the latest tie-up Qualcomm expands the brand’s association with the German team.

Computing technology is a major source of Mercedes’ sponsorship portfolio, with software company TeamViewer, cybersecurity firm CrowdStrike, and asset protection software provider Solera among the team’s top partners.

F1 Academy, currently in its second season, has seen its media exposure grow already across the year, and in May it was announced that global streaming service Netflix would be launching a documentary centered on the series set for 2025.

The multi-part series will include exclusive behind-the-scenes access to the races, the drivers’ personal stories, and their teams, and sponsors.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

The Netflix deal will see the F1 Academy series join the successful Formula 1: Drive to Survive on the platform which has significantly boosted its global viewership.

Earlier this year, F1 Academy secured a new rights deal for the series to be broadcast in over 160 international territories.

A total of 23 broadcasters will air the 2024 season following its inaugural television broadcast at the 2023 season finale, at the Circuit of The Americas in Austin, Texas.