Lenovo will become the global technology partner of Formula 1 starting from the 2025 season.
Lenovo, one of the world’s leading technology companies, has announced the expansion of its existing collaboration with Formula 1, elevating it to a global level starting in the 2025 racing season. Luca Rossi, President of Lenovo’s Intelligent Devices Group (IDG), stated that Lenovo will become F1’s global partner and technology partner, while Lenovo’s communication technology brand Motorola will also be positioned as F1’s global smartphone partner.
As a global leader in technology innovation, Lenovo is transforming its partnership, which began three years ago as an official partner of F1, into a global technology partnership for the new season.
Under the new agreement, Lenovo aims to enhance the visibility of F1 on the tracks and further strengthen the premium perception of its brands. Lenovo and Motorola logos will be featured across a wide range of materials, from race tracks to all F1-related materials. Additionally, consumer events held in the F1 Fan Zone and various activities at the F1 headquarters will enrich the fan experience.
During the three years of collaboration, Lenovo’s brand perception, particularly among motorsport fans, has gained significant momentum. According to Nielsen analysis, Lenovo’s perception among F1 fans increased by 56% from 2022 to 2023.
The solutions offered by Lenovo as F1’s global technology partner will be utilized across a wide range of areas, from operations on the track to digital transformation projects at F1’s headquarters.
AI-powered devices and advanced technology solutions are designed to meet the needs of motorsport, where speed and performance are critical. Lenovo will continue to support F1’s sustainability strategy while contributing to digital transformation and improving fan experiences.
Additionally, Lenovo’s marketing and communication activities will proceed in alignment with F1, reaching broader audiences. Luca Rossi, President of Lenovo’s Intelligent Devices Group (IDG), expressed his excitement about the strong collaboration, stating, “We are thrilled and excited to elevate our partnership with F1 to the next level. In the 2025 season, as F1’s global partner and technology partner, we will further enhance the premium perception of both Lenovo and Motorola among motorsport fans. This collaboration once again proves our shared commitment to innovation and performance.”
The new agreement between Lenovo and F1 highlights the AI-powered PC solutions presented by Lenovo at the Lenovo Innovation World event. More details about this expanding collaboration in the 2025 season will be announced in the upcoming period.
