Cognizant Explains Why It Decided To Enter F1 With Aston Martin Despite Global Pandemic

Cognizant has said it expects its technology to have a “tangible impact on Aston Martin’s ability to succeed” in F1.

Aston Martin Racing F1 Cognizant title sponsorship - Formula1news.co.uk

After weeks of speculation, Aston Martin Racing today confirmed that US IT services corporation Cognizant will be its title sponsor next season.

In addition to providing the team with sponsorship dollars, Cognizant will be a “true digital transformation partner” of Aston Martin Racing and aims to contribute to their on-track success.

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Speaking to Formula1News.co.uk on Thursday, Gaurav Chand, the chief marketing officer (CMO) of Cognizant, explained their rationale for entering the sport while a number of sponsors are pulling out of F1 amid the global COVID-19 pandemic.

“Cognizant continues to increase its global reach and Formula One’s global fan base was a key consideration in seeking entry to the sport,” Chand told this publication.

“We entered into the Aston Martin Cognizant Formula One Team partnership because one of our strategic priorities for 2021 is increasing global brand awareness for Cognizant.

“Fundamentally, we are transforming the Cognizant brand and creating opportunities to engage with clients in different forums. Formula One is an important part of that equation,” he added.

Continuing, Chand emphasised that Cognizant will help Aston Martin Racing to harness its technical expertise in the hopes of improving its on-track performance over the coming seasons.

“A key contributing factor to the decision came as a result of conversations with Lawrence [Stroll], as we realised both our teams were at an inflection point.

“Aston Martin was returning to Formula One racing after 60 years, and Cognizant was returning to its own prominent role as the economic bellwether for the IT services industry.

“We also saw an ability to take the sponsorship beyond logos on the chassis and race day activation, and we expect our technology to have a tangible impact on Aston Martin’s ability to succeed in this sport,” he concluded.

Earlier today, four-time World Champion Sebastian Vettel, who joins the team from Ferrari, expressed his excitement and pride in being part of Aston Martin’s return to Formula One.

“I can’t wait to start working with Aston Martin Cognizant Formula One Team,” Vettel said in a statement.

“There’s so much for me to discover over the next few months and I’m incredibly determined to help make this team even more successful.

“Before we know it, we will be at the first race, seeing this famous name back where it belongs. I’m proud to be part of this journey,” the German added.

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