Aditya ChaudhuriThis article contains information about the organisations enjoying branding presence across the assets of Aston Martin Aramco F1 Team as their official sponsors and partners during the 2024 FIA Formula One World Championship season.
Title Partner
Aramco
In February 2022, Aston Martin inked a long-term deal with Aramco, which saw the team renamed to “Aston Martin Aramco Cognizant Formula One Team”, Cognizant being the other title sponsor of the team at the time.
The partnership sees the two parties work towards developing high-performance sustainable fuels, advanced lubricants, highly efficient internal combustion engines, and deployment of non-metallic materials in vehicles.
Aramco and Aston Martin further extended their partnership in December 2023, which made Aramco the sole title sponsor of the team.
Global Partners
Peroni
In February 2021, alcohol-free beer brand Peroni Libera 0.0% signed a long-term partnership agreement with the British racing team.
As per the deal, Peroni provides its alcohol-free product to global audiences, also serving it at the events across the F1 calendar every season. The partnership also sees the Peroni Libera 0.0% branding feature on the Aston Martin race car and driver race suit.
Cognizant
Aston Martin’s return to Formula One was announced with a landmark sponsorship deal the carmaker signed with IT firm Cognizant. The pair joined hands together in January 2021, which saw Cognizant come on board as a title sponsor of the new team.
In October 2023, Cognizant and Aston Martin renewed their partnership, which saw the US tech firm become the team’s Global Technology Services Partner.
No longer a title sponsor of the team, Cognizant, as per the current agreement, works towards optimising the team’s operational efficiency along with continuing to support various Aston Martin initiatives and working towards joint sustainability.
JCB
The British manufacturer of equipment for construction, agriculture, waste handling, and demolition has been a sponsor of the team since 2019, since their Racing Point days.
JCB renewed its partnership with the team after their Aston Martin rebrand in 2021, with the deal putting the JCB logo on the team’s cars. The partnership was further renewed in February 2024 as part of a multi-year agreement signed by the two parties.
SentinelOne
Cyber security specialist SentinelOne signed a multi-year partnership agreement with the team in February 2021. The deal expanded its partnership with Aston Martin; the Mountain View, California-based company was already a partner of the Aston Martin company.
The current deal sees SentinelOne provide cyber security protection to the Aston Martin F1 team using its Singularity XDR platform.
The two parties renewed their partnership following a multi-year extension agreement in February 2024.
Juniper Networks
The Sunnyvale, California-based network solutions provider was announced as a partner of the team in December 2021.
The deal sees Juniper Networks serve as the team’s Official Networking Equipment Vendor, providing them with a network platform at their headquarters in Silverstone. The Juniper logo also features on the halo of the Aston Martin race car.
NetApp
In March 2021, Aston Martin F1 signed a multi-year partnership agreement with US cloud software and data management company NetApp.
As per the agreement, NetApp provides the team with data that helps them with strategic decision-making, performance gauging, and car refinements. It also provides data security in full compliance with the team’s intellectual property.
In February 2024, a partnership renewal was announced, which saw NetApp also become the team’s Global Data Infrastructure Partner.
EPOS
In June 2021, audio and video solutions company EPOS signed a deal with Aston Martin.
As per the deal, the Ballerup-based Danish company provides Aston Martin Aramco Esports Team with a range of products from its gaming portfolio.
Girard-Perregaux
Swiss watchmaker Girard-Perregaux was announced as the Official Timekeeper of the team in February 2021.
The deal puts the Girard-Perregaux branding on the Aston Martin race car. In 2021, the two parties also collaborated to launch the Laureato Chronograph Aston Martin Edition during that year’s Bahrain Grand Prix.
In February 2024, the two parties renewed their partnership.
Pirelli
Through its over-arching agreement with Formula One, Italian multinational tyre manufacturer Pirelli serves as the Official Tyre Supplier to all F1 teams, including Aston Martin Aramco F1 Team.
Bombardier
Canadian business jets manufacturer Bombardier signed a partnership agreement with Aston Martin in March 2021.
The partnership sees the two parties collaborate on custom design services for Bombardier business jets.
TikTok
Short-form social video platform TikTok became the team’s Official Creator Partner in July 2021.
The partnership sees the Silverstone-based outfit work with TikTok’s in-house creatives and community to explore engagement opportunities, including exclusive social output for their own TikTok account. TikTok also works on various social media campaigns with the team, like behind-the-scenes content featuring Aston Martin F1 personnel — from drivers and engineers to the chefs.
The partnership between the two was further extended in July 2023.
BOSS
Aston Martin F1 announced global fashion brand BOSS as their Official Fashion Partner in June 2022.
The partnership sees BOSS design and develop formal wear for the Aston Martin drivers as well as travel wear for the entire team. The partnership also puts BOSS’s branding on the Aston Martin race car.
Citi
Aston Martin roped in Citi Private Bank as a Team Partner in February 2023.
The partnership is an extension of the bank’s long-standing partnership with Aston Martin driver Fernando Alonso. The deal also puts the Citi branding on the halo of the Aston Martin race car.
AvaTrade
Aston Martin roped in online broker AvaTrade as their Official Trading Partner in February 2023.
The partnership puts the AvaTrade logo on the Aston Martin race car and various other team assets.
The two parties renewed the partnership in September 2023 for an additional year.
Globe-Trotter
Globe-Trotter was roped in by Aston Martin F1 as their Global Luxury Luggage Partner in February 2023 on a long-term deal.
Velocity Black
Velocity Black was announced as the team’s Official Luxury Lifestyle Partner in March 2023.
The partnership sees Velocity Black members gain access to the squad and drivers as well as VIP tickets to the Grand Prix and special events. Additionally, the Velocity Black logo features on the nose-cone of the Aston Martin race car.
Banco Master
Aston Martin F1 roped in investment and merchant bank Banco Master as their Official Brazilian Banking Partner in May 2023.
The agreement puts the Banco Master logo on the rear wing endplates of the Aston Martin race car.
Wolfgang Puck
In May 2023, Aston Martin announced a Global Partnership agreement with chef Wolfgang Puck.
The partnership sees Puck and his team create signature dishes for the team’s guests attending the races, with Puck’s logo also present on the Aston Martin race car for the Grands Prix being held near Puck’s restaurants worldwide.
Valvoline Global
Valvoline became the Official Lubricant Partner of the team in July 2023, ahead of that year’s British Grand Prix. The team ran a special livery for the 2023 British GP and had the Valvoline branding present on their car for the rest of the season.
As per the deal, Valvoline also supplies its products to enhance team performance.
ServiceNow
Santa Clara, California-based digital workflow solutions provider ServiceNow was roped in as the team’s Official Intelligent Platform Partner in November 2023.
The deal puts the ServiceNow branding on the Aston Martin race car. The team also have ServiceNow solutions integrated across their AMR Technology Campus infrastructure.
Financial Times
British daily newspaper Financial Times (FT) was announced as a Global Partner of the team in February 2024.
The deal puts the FT logo on the Aston Martin race car.
Regent Seven Seas Cruises
In February 2024, Aston Martin F1 signed a multi-year partnership agreement with luxury cruise line Regent Seven Seas Cruise, which came on board as their Official Global Cruise Line Partner.
The deal sees the two parties work on various activations for guests, with the Regent Seven Seas Cruises logo additionally featuring on the team’s race cars, driver suits, and official apparel.
Official Suppliers
Oakley
In March 2021, global eyewear brand Oakley was announced as an Official Partner of the team.
The multi-year technical supply partnership agreement sees the Aston Martin drivers endorse Oakley eyewear off the track.
OGIO
Global gear bag design and manufacturing company OGIO signed a multi-year deal with the team in April 2021, becoming their Official Team Luggage Supplier in the process.
stichd
PUMA Group’s stichd brand was announced as the team’s Official Merchandise Partner in June 2023, with the deal kicking off with the start of the 2024 F1 season.
The partnership sees stichd hold exclusive rights to design, produce, and distribute Aston Martin-themed fanwear apparel. stichd also serves as the team’s Official E-commerce Partner and has the rights for global distribution to sell branded apparel and accessories across both online and offline platforms.
Stilo
Milan-based Italian motorsport helmets manufacturer Stilo was announced as an Official Supplier of the team following a partnership agreement the two parties signed in June 2023.
As per the agreement, Stilo supplies the team’s pit crew with helmets.
OMP
In January 2024, the team inked a multi-year deal with Italian motorsport safety equipment and racing car accessories manufacturer OMP, which came on board as their Official Racewear Supplier.
As per the deal, OMP provides the team’s drivers and mechanics with racewear.
