Cognizant, the Aston Martin F1 team’s ink pack

The multi-year partnership between Cognizant Technology Solutions and Formula 1 team Aston Martin, signed last week, will be the US IT company’s most prominent sports association. As the title partner of Aston Martin Cognizant Formula One, Cognizant will act as a digital transformation partner.

“Basically, we are transforming the Cognizant brand and creating opportunities to get in touch with customers in various forums. Formula 1 is an important part of that equation, ”said Rajesh Nambiar, Chairman and Managing Director India, Cognizant, of Formula 1’s choice over other sports.

“Beyond Logos”

“The Aston Martin Cognizant Formula One team was the right partner for us as one of our strategic priorities for 2021 is increasing global brand awareness,” he told BusinessLine. A key factor in the decision to partner with Aston Martin was the ability to take sponsorship beyond logos on the chassis and activation on race day, he added.

Cognizant recently made new investments and assumed leadership roles in several key markets around the world that work well with some of the largest F1 markets. Formula 1 is also one of the most watched sports for the Global 2000 C-Suite, which is aimed directly at the company’s customers, he said.

Cognizant’s technological know-how paired with Aston Martin’s expertise in automotive engineering is an ideal combination.

Cognizant will play a key role in all facets of team operations, both on and off the track. From the factory floor to the customer experience to the pit lane and the checkered flag, the partnership brings together two high-performance cultures geared towards speed, winning results and the impressive power of technology.

The team will leverage Cognizant’s expertise in artificial intelligence, Internet of Things, cloud computing and digital engineering to optimize Aston Martin Racing’s operating systems.