Aston Martin is set to change the name of its F1 team from next season.
The Silverstone-based outfit, currently branded as Aston Martin Aramco Cognizant F1 Team, will at least drop it's global technology services partner from title sponsorship.
Cognizant has been with Aston Martin since owner Lawrence Stroll rebadged the squad from Racing Point for the 2021 season and, at the Qatar Grand Prix, a strengthening of the relationship was announced with a joint effort across operational efficiency, diversity and inclusivity initiatives.
“Cognizant was Aston Martin’s first F1 title partner," said Stroll in a statement alongside the announcement.
"They completely understood how a high-profile sports marketing partnership could raise their international profile, and the first phase of our relationship has succeeded spectacularly in increasing their global brand awareness.
“As we enter this new phase of our partnership, we will deepen our relationship: we see things the same way, we have the same goals, and we work together in a truly unique and innovative way. It is a pleasure to work with such an ambitious and like-minded partner, so today’s announcement that they have chosen to extend their relationship with us speaks volumes for the harmony we enjoy together.
“What we’re seeing from working with Cognizant, is that they can really leverage their expertise in data, analytics and machine learning to make a marked difference to our efforts as a design team to build a faster racing car and become a leaner, more efficient organisation.
“I firmly believe that this is the way all sports marketing partnerships should be: true synergies. I couldn’t be happier with the pathway forward that we have established together.”
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Team name change
Whilst the strength of Aston Martin and Cognizant's partnership is strengthening, it seems the American company will lose its title sponsorship.
An Aston Martin spokesperson told RacingNews365.com: “Cognizant was our first title partner – and they engaged with Aston Martin in order to build the reputation of their brand. Cognizant is a $35b company with 300,000 employees – but three years ago it wasn’t a household name.
“Through the first phase of their partnership with us, they’ve achieved that – now, lots more people know who Cognizant are and what they do.
“This was always planned as phase two of that relationship – after achieving global brand awareness, they are deepening their partnership with us, they are applying their digital transformation to our business – both on and off the racetrack – and we are now building a deeper, broader relationship with them.
“The new team name will be confirmed in early 2024.”
Whilst no indication of what the new team name will be, Saudi Arabian oil brand Aramco would likely be the front-runner to take over sole title sponsorship of Aston Martin.
However, with the rise in F1's popularity providing a launchpad for business through team partnerships, there will no doubt be brands seeking a partnership - especially with a platform such as Aston Martin.
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