Qualcomm becomes senior partner of Mercedes F1 team’s academy entry and driver Doriane Pin in new expanded deal

The logo of Qualcomm's Snapdragon brand will be emblazoned on Mercedes driver Pin's vehicle, helmet, and outfits for the next five races of the F1 academy season.

The Formula 1 team, Mercedes-AMG PETRONAS F1 Team has announced an expanded collaboration with the leading hardware and software manufacturer, Qualcomm.

With this new agreement, the brand will support the team’s F1 Academy entry and driver Doriane Pin as a senior partner.

As part of the deal, the logo of Qualcomm’s Snapdragon brand will be emblazoned on Pin’s vehicle, helmet, and outfits for the next five races of the F1 academy season, beginning with this weekend’s Spanish Grand Prix.

Snapdragon is already a part of the Mercedes F1 vehicle livery, racing suits, and leisure clothing used by the drivers and personnel of the team. This new partnership further strengthens Qualcomm’s relationship with the German team.

Richard Sanders, Chief Commercial Officer of the Mercedes-AMG PETRONAS F1 Team, commented, “It is wonderful to expand our relationship with Qualcomm Technologies, highlighting the Snapdragon brand. Our shared passion for technology and innovation has seen several exciting innovations take place already within our existing relationship. We also both passionately believe in the power of technology to enrich lives through purposeful innovation. Expanding our relationship to our F1 Academy programme creates a powerful platform to do this and I am excited to see what we can achieve together.”

Don McGuire, Senior Vice President and Chief Marketing Officer of Qualcomm Incorporated, said, “We are excited to expand our relationship by joining as a senior partner of the team’s F1 Academy entry, and support the inclusion and development of female drivers, like Doriane Pin. As part of our expanded relationship, we will continue to highlight the groundbreaking experiences that only Snapdragon can deliver, including the next generation PCs featuring the Snapdragon X Elite platform.”

The second season of F1 Academy has already experienced an increase in media coverage this year. In May, it was revealed that Netflix, a global streaming service, will be releasing a documentary on the series, which is scheduled for release in 2025. Exclusive behind-the-scenes access to the races, the drivers’ biographies, and their teams and sponsors will all be included in the multi-part series.

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