Mercedes AMG Petronas ‘keep moving' with Blackberry partnership

By Eric Akasa

As the new Silver Arrow, the MERCEDES AMG PETRONAS F1 W04, completes its first laps this morning at the Jerez circuit in Spain, the team is delighted to announce a significant new partnership agreement with Blackberry (NASDAQ: RIMM, TSX: RIM).

As the Official Mobile Computing Partner for the MERCEDES AMG PETRONAS Formula One Team, Blackberry will collaborate with the team on technical and marketing opportunities. The new Blackberry 10 platform will deliver tools and services for MERCEDES AMG PETRONAS and fan engagement will be improved through the joint development of apps. Blackberry 10 smart phones will also be used by the team so they can ‘keep moving’ throughout the Formula One season.

The new partnership sees the iconic Blackberry branding featured prominently on the chassis and headrest of the F1 W04 Silver Arrow, the race suits of Lewis Hamilton and Nico Rosberg, and on the team’s race wear kit. As the Official Mobile Computing Partner, Blackberry and MERCEDES AMG PETRONAS will be working closely together to develop the team’s use of the Blackberry 10 platform at the team’s headquarters and at each Grand Prix.

Ross Brawn, Team Principal at the MERCEDES AMG PETRONAS Formula One Team commented: “On the day that our new Silver Arrow, the F1 W04, is launched, we are very pleased to announce our partnership with Blackberry. We are looking forward to embracing the new Blackberry 10 platform at both a technical and operational level, as well as collaborating with the team at Blackberry to bring new mobile innovation to MERCEDES AMG PETRONAS. It is especially pleasing to be able to launch this exciting partnership today as the latest Silver Arrow takes to the track with Blackberry branding.” 

Frank Boulben, Chief Marketing Officer at Blackberry, said: “Formula One is all about precision engineering, design and innovation – three values that mirror the approach that’s gone into creating Blackberry 10. It is a natural fit for Blackberry to partner with the MERCEDES AMG PETRONAS Formula One Team to deliver value through technical and marketing collaboration. We have built Blackberry 10 to keep people moving, and we believe the essence of this will be delivered at many levels through our partnership”.