Mercedes AMG Petronas Formula One Team (Mercedes AMG F1) and Qualcomm Technologies have partnered in a multi-year agreement, leveraging Qualcomm’s Snapdragon platform to create in-person and digital fan experiences.

The consumer product brand will power ‘disruptive’ experiences across global premium smartphones, gaming and XR devices, PCs, connected cars, and wearables.

The deal will see the Qualcomm Snapdragon logo featured on the new 2023 W14 E PERFORMANCE car, which was recently unveiled at the Silverstone circuit.

Commenting on the sponsorship, Mercedes-AMG F1 CEO and team principal, Toto Wolff, said: “Innovation is core to our business. It is just as important in connecting with our fans, and building the workplace of the future, as it is in the design and creation of our race cars.”

“With the Snapdragon brand, we have the perfect partner to innovate and transform. We look forward to creating unique and bold solutions as we push ahead in these areas,” he said

Qualcomm CMO and SVP, Don McGuire, added: “Snapdragon delivers premium experiences, and our partners are best in class. The Mercedes-AMG PETRONAS Formula One Team is the leading tech-forward team in F1, making them the ideal partner of choice for the Snapdragon brand.”

“Together, we are committed to reimagining the fan experience by bringing Snapdragon to fans around the world,” he said.

This announcement comes after Mercedes announced a multi-year contract extension with PETRONAS.