Aston Martin Aramco Formula One Team have announced a multi-year partnership renewal with ServiceNow, an AI platform for business transformation.
As per the deal, which began in 2023, ServiceNow has already helped the team streamline processes at their AMR Technology Campus and trackside as well as through automated IT and facilities requests.
The renewal will see ServiceNow’s advanced technology integrated into Aston Martin’s HR and finance operations for further efficiency. ServiceNow will also have its branding featured on “key areas” of the Aston Martin race car and driver race suit.
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Jefferson Slack, Managing Director of Commercial, Aston Martin Aramco Formula One Team, said:
“ServiceNow is a leader in business transformation, and we are thrilled to continue working together as we transition into a long-term partnership with them. Their advanced technology is set to revolutionise our team’s operations, and I look forward to seeing it develop as we head into the 2025 F1 season.“
Colin Fleming, Chief Marketing Officer, ServiceNow, added:
“Formula One and ServiceNow share the same DNA – precision, speed, and innovation – so extending our partnership with the Aston Martin Aramco Formula One Team is a natural next step. We’re excited to see how our technology is helping the team to work faster, more efficiently, and ultimately reach peak performance. Together, we’re pushing the limits of what’s possible, both on and off the track.“
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