Mercedes have struck a deal with technology company Qualcomm, which will see their semiconductor brand Snapdragon - a former Ferrari sponsor - appear on the W14 cars in 2023. The company is a leading 5G modem and chip producer for flagship smartphones in some of the worlds biggest brands, including Samsung and OnePlus. This latest agreement comes after a technical collaboration was announced in September between Qualcomm and Mercedes-Benz AG to bring 'advanced digital capabilities' to their road cars. Snapdragon's logos appeared on the wheel guards and rear wing of the W14 during their car launch, after splitting with Ferrari at the end of the 2022 season. RacingNews365.com understands the deal with Ferrari was worth a total of $25 million in terms of cash and technical support. Ferrari also ended its relationship with blockchain brand Velas in a deal that was worth $30 million per annum, leaving a $55 million hole in losses for the team.
Snapdragon to enhance Mercedes fan experience
The partnership will leverage the Snapdragon brand to enhance both the "in-person and digital fan experiences," and will invest in the team by creating a world-leading "smart space" at their campus in the UK. Qualcomm also has other "exciting projects" planned for the future with Mercedes, according to Chief Commercial Officer Richard Sanders. “We are pleased to announce our collaboration with Qualcomm Technologies, and welcome them into our expanding partner ecosystem," he said. "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.”
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