Qualcomm joins Mercedes F1 family

Qualcomm Technologies and Mercedes have announced a multi-year partnership, which will see the Mercedes F1 team up with Qualcomm’s brand Snapdragon.

Mercedes will use Snapdragon’s platform to create fan engagement experiences, while also using Snapdragon and other Qualcomm technologies to increase their digital transformation and build a smart space at their campus in the UK.

The partnership will also see the Snapdragon logo feature on the Mercedes race car, driver race suits, clothing of senior team personnel, and inside the team garage and team trackside.

Don McGuire, SVP and CMO of Qualcomm Technologies, said:

“Snapdragon delivers premium experiences, and our partners are best in class. The Mercedes-AMG PETRONAS Formula One Team is the leading tech-forward team in F1, making them the ideal partner of choice for the Snapdragon brand. Together, we are committed to reimagining the fan experience by bringing Snapdragon to fans around the world.“

Toto Wolff, Team Principal and CEO of the Mercedes-AMG PETRONAS Formula One Team, said:

“Innovation is core to our business. It is just as important in connecting with our fans, and building the workplace of the future, as it is in the design and creation of our race cars. With the Snapdragon brand, we have the perfect partner to innovate and transform. We look forward to creating unique and bold solutions as we push ahead in these areas.“

Richard Sanders, Chief Commercial Officer of the Mercedes-AMG PETRONAS Formula One Team, stated:

“We are pleased to announce our collaboration with Qualcomm Technologies, and welcome them into our expanding partner ecosystem. With several exciting projects planned, our shared passion for technology and innovation will bring noticeable benefits to our fans, our partners, and our team. It is great to welcome the Snapdragon brand and to see the logo on our newly launched 2023 car. We look forward to broadening our collaboration as we embark on our renewed partnership.“