Formula 1: Technological battlefield for technology companies

The world of Formula 1 is not only about engines roaring at over 250 km per hour, about competitions between drivers for first place, and the excitement of fans in the stands. Behind all this spectacularity lies a technological network that has captured the attention of major companies in the sector, becoming a battlefield for the exhibition of innovation and sponsorship. Technology companies have found in F1 an ideal stage to showcase their advancements and solutions, seeking not only the global visibility that this sport provides them, but also the possibility of developing software and products that can have applications beyond the race tracks. Valeria Abadi, Senior Vice President of Global Brand at Globant, highlights that her company's foray into Formula 1 aims to drive passion and elevate user and fan experiences through technology development. Globant's partnership with Formula 1 not only involves a sponsorship agreement until 2026, but also the creation of systems and technological products aimed at this sport. Among the projects to be developed is the improvement of the content delivery system on the pit wall, which will allow real-time transmission for F1 and its stakeholders. This collaboration will also include the company's advertising presence in broadcasts and on the tracks where the races are held. But Globant is not the only technology company that has ventured into the world of Formula 1 through sponsorships. Other companies such as AWS, HP, Oracle, and Dell have established agreements with various teams, not only to place their names on the cars and uniforms, but also to collaborate on the development of software and technological solutions that boost on-track performance and data analysis. For example, AWS has been sponsoring Ferrari and has significantly contributed to key aspects such as real-time decision-making, car redesign, data analysis, and machine learning. HP collaborates with Ferrari in using their equipment to operate on the track, while Oracle is one of the main sponsors of Red Bull and Dell is a key ally of McLaren. Regarding the placement of advertisements on the cars and drivers' uniforms, Abadi mentions that Formula 1 offers various branding options based on the level of sponsorship, allowing each team to determine the size and position of their sponsor logos. This diversity of technological sponsorships in F1 not only enriches the sporting spectacle but also drives innovation and the development of technological solutions that go beyond the race tracks.