Aston Martin Aramco Formula One Team has inked a new multi-year partnership with Xerox, a leading global provider of digital print technology and related solutions.
As part of the deal, the office technology leader has become the team’s global partner.
The agreement, which commences next season, will see Xerox aid Aston Martin on and off the track with digital technology solutions in a variety of sectors, such as managed print services, augmented reality, and marketing analytics.
The brand’s identity will also be displayed on the Silverstone-based team’s machinery during the Las Vegas Grand Prix weekend, which runs from November 21 to 23.
Jefferson Slack, Commercial and Marketing Managing Director at Aston Martin, said, “Xerox has long been a leader in innovation, and this partnership brings together two brands that thrive on precision and efficiency. We are excited to work with Xerox and leverage their expertise to enhance our team’s digital operations. As we push the boundaries of performance, this partnership will drive us forward.”
Xerox Chief Growth and Disruption Officer, Deena LaMarque Piquion, commented, “Just as the Aston Martin Aramco Formula 1 Team relentlessly pursues peak performance on the track, Xerox empowers businesses to accelerate their digital transformation journey with cutting-edge solutions. Together, we are shaping a new future – where agility meets innovation, and businesses achieve excellence at the speed of F1.”
The collaboration comes just days after the unit’s other agreement with PUMA, which has become the official sportswear, athleisure, and technical gear partner.
