Google Extends McLaren F1 Partnership with a Pivot to Gemini AI

Google has confirmed a multi-year extension of its partnership with the McLaren Formula 1 Team, aiming to shift the commercial focus from its web browser, Chrome, to its artificial intelligence assistant, Gemini.

The announcement was made ahead of the Las Vegas Grand Prix weekend.

Google’s Global VP of marketing, Nick Drake, confirmed the renewal, noting that while the specific duration remains confidential, it is a multi-year agreement.

Drake noted that the team set the record for the fastest F1 pit stop in 2023 while utilising Google technology.

Drake emphasised the strategic value of the AI integration.

“The application of generative AI in the Formula 1 space is really, really exciting.”

“It’s great from a fan perspective, we see great applications for the drivers themselves, and obviously for the team and team performance,” Drake said. 

McLaren Racing CEO, Zak Brown, highlighted the operational synergy between the two organisations.

“When you put our two teams together, it kind of makes everyone feel like they’re on one team.”

“Google can take credit for our…on-track success because they contribute to that,” Brown added. 

Drake indicated that brand awareness remains a primary KPI for the partnership, with recent campaigns featuring drivers Lando Norris and Oscar Piastri yielding positive brand lift results.

“We’ve just seen incredible engagement from not just McLaren fans, but Formula 1 fans all around.”

“They love the combination of the drivers in a very human way using the technology to explain the sport,” Drake concluded. 

The original sponsorship began in 2022. Under the revised terms, branding for Gemini has replaced the Chrome logo on McLaren’s engine covers, coinciding with the launch of Google’s third Gemini model.

The partnership integrates Google’s technology directly into the team’s operations. Beyond branding, the team utilises Google Health and Android devices to facilitate communication between drivers and crews and to analyse pit-stop performance.

Commercially, McLaren is currently positioned as the reigning Constructors’ Champion for both the 2024 and 2025 seasons.

The team has gathered a bulk of partner roster exceeding 100 brands, including major entities such as Hilton, OKX, and the incoming naming rights sponsor, Mastercard.

To activate the renewal at the Las Vegas Grand Prix, Google is planning a takeover of the Sphere, displaying the McLaren F1 car reimagined through various artistic themes, including anime and Renaissance styles.

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