Lenovo Expands Formula 1 Deal

Chinese technology behemoth Lenovo has expanded its deal with Formula 1 (F1). 

Through the multi-year renewal, the brand  becomes a global partner of F1 from the 2025 edition onwards in a deal that expands to include Lenovo’s Motorola brand as the official smartphone of the series.

The phones, as well as Lenovo computers, tablets, monitors, and other work technology, have been provided to F1 staff.

The deal first began in the 2022 F1 season and since then the company has furnished F1 with hardware devices, high-performance computing and server solutions that have been utilised across operations, including on-premises data collection.

The motor racing series also employs Lenovo’s AI solutions to enhance broadcast efficiency on-track and remotely, and help   a deal which will continue under the renewal.

According to ASN data, Lenovo (61.2%, ~US$44.5m) has dominated for its category for the Asian sponsorship market since Q421, with a quarterly average investment of almost US$4.6m during this period. The brand is tipped to spend almost US$13.1m in Q324, almost 2.9x of the quarterly investment average.  In terms of markets, Japan (78.8%), China (12.1%) and India (8.1%) are the three largest markets for its sponsorship spends. Some of the brands biggest spends are certainly in motorsports deals, including title sponsorship Japanese F1 worth US$10m and a Pan-Asian F1 deal worth US$5.3m+.