Red Bull announces new title sponsor

US tech giant Oracle has become the title sponsor of the Red Bull team following Honda’s official withdrawal from Formula 1. The racing team from Milton Keynes will henceforth trade as Oracle Red Bull Racing.

The US company follows Infiniti, which acted as title sponsor from 2013 to 2015, and Aston Martin, whose name was adopted from 2018 to 2020. Honda was only added to the end of the team name for the 2021 season.

Oracle joined Red Bull in March 2021. At that time, a multi-year contract was announced, which has now obviously been increased. Since 2013, the company has been the sole title sponsor of Team USA in the America’s Cup, owned by company founder Larry Ellison. The role was previously shared with BMW.

Red Bull emphasizes that using Oracle Cloud Infrastructure (OCI) had a direct impact on Max Verstappen’s successful cover campaign last year, increasing the number of strategy simulations performed by 1000x and improving their accuracy by 10x.

“Oracle Cloud enabled us to make race-day decisions that helped Max Verstappen win the 2021 Drivers’ Championship,” said Red Bull Team Principal Christian Horner. “Quickly recognizing and reacting to opportunities is crucial to our success on and off the racetrack.”

Formula 1: Red Bull wants to involve fans

Oracle is an essential part of this effort. “Every element of our performance is determined by data analysis. The fact that we were able to win Oracle as a partner shows our trust in their expertise and their ability to give us a real competitive advantage,” emphasizes the Briton of the synergy effects.

In the coming season, the team aims to “expand the use of Oracle Cloud in its key areas of work (…), including analytics-based racing strategy, optimized engine development, driver training powered by AI and machine learning, and a bespoke fan experience.”

The team also intends to expand its fan engagement platform, the Red Bull Racing Paddock. Marketing chief Oliver Hughes says the deal “will enable us to advance our ambitions in terms of fan engagement, which is a key part of our marketing strategy.”

“We want to take fans with us on our competitive journey in Formula 1 and put them right at the heart of the racing action, and Oracle’s world-class innovation and technology will help us achieve that goal,” said Hughes.


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