Why Big Tech Is Racing Into Formula 1
- Alucid Team
- Nov 20
- 1 min read
Formula 1 is back in Las Vegas, bringing the speed, spectacle, and global spotlight that only F1 can deliver. But the real action isn’t just on the track — it’s in the technology world.
Over the last few years, the biggest names in tech have been racing to align themselves with F1. And it’s no coincidence. Modern Formula 1 is powered by data, connectivity, cloud computing, cybersecurity, AI, and precision engineering. In other words: the exact things tech companies specialize in.
That’s why brands like HPE, IBM, Dell, Schneider Electric, Okta, AT&T and Cisco have become fixtures across the grid. These partnerships often go beyond logo placement: they typically involve technology deployment, integration into team operations, and co‐marketing synergies (e.g., computing power, analytics, simulation, digital transformation).
F1 is the perfect proving ground — a place where innovation is tested under extreme pressure and global attention.