Seven-time Formula One world champion Lewis Hamilton has teamed up with AI-powered answer engine Perplexity.
This is the first time Perplexity has entered the world of sports sponsorship, with the deal aiming to “innovate and enhance the sports and technology fields respectively.” This is also the first AI sponsorship deal for the Scuderia Ferrari HP driver.
The deal will put the Perplexity logo on Hamilton’s race helmet. The two parties will also work together on several social media campaigns and content series.
Ryan Foutty, Vice President of Business, Perplexity, said:
“Whilst we looked at a variety of options across the grid, it was very clear that Lewis Hamilton was the best partner for us. We see a great opportunity to grow awareness of Perplexity and its capabilities through Lewis’s reach. The helmet branding exposure is significant, and across his channels, he has a vast amount of fans who are really engaged and love following him. Perplexity is all about giving you fast, accurate answers to your questions and building on that, it’s about curiosity, not just answering questions but continuing the curiosity and asking better questions.
“F1 is incredibly cerebral, it’s all about technical strategy and its fans very much mirror that, so there’s a great opportunity to introduce Perplexity to F1 fans around the world. With all his success, he also stands for greatness and excellence, and those are brand values that we want people to associate with Perplexity – the faster you learn, the better equipped you are to pursue excellence in whichever domain you’re in for us. We immediately saw a great alignment with both the Perplexity brand and the product. F1 is a truly global sport which is synonymous with speed and the pursuit of excellence.
“Perplexity is all about giving you fast, accurate answers to your questions and building on that it’s about curiosity – not just answering questions but continuing the curiosity and asking better questions. F1 is incredibly cerebral, it’s all about technical strategy and its fans very much mirror that, so there’s a great opportunity to introduce Perplexity to F1 fans around the world. We want Perplexity to be integrated into the fabric of culture and sport is a big aspect of that. In general, we’re interested in working with talent who stand for the pinnacle of excellence in sports. It could also be teams, but we’re particularly interested in talent, so we’ll continue to seek out the best people in their particular sport.
“There needs to be that alignment where the person or organisation is genuinely engaged with Perplexity so there’s that opportunity for authentic storytelling and we certainly found that with Lewis. There are many other sports that we think align with our core values and characteristics around being technical, cerebral and strategic. F1 is one of the best examples, but there’s a wide variety out there and those are the types of sports we’re interested in working in.“
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