Tech is entering the sporting world in ever bigger ways. This week we saw Spotify join forces with FC Barcelona, now it’s Google’s turn. The search giant has gone in a slightly speedier direction, by sponsoring McLaren’s Formula One ambitions for the next few years.
The new partnership between the British automotive company and the American purveyor of tech goes beyond just a few stickers. Yes, Google will include its Android mascot on McLaren’s F1 livery. But it’s the new Chrome rims that are especially (visually) impressive.
Searching for Google
McLaren’s MCL36 Formula 1 race cars will feature Chrome branding on the wheel covers. The illustration above shows that it’s an inspired choice from a branding perspective. Drivers Lando Norris and Daniel Ricciardo will also sport similar branding on their suits and lids.
Formula E’s number 58 McLaren MX Extreme E race car, as well as drivers Emma Gilmour and Tanner Foust, will also carry Google branding from this year.
But that’s not where the sponsorship ends. The team will “…use 5G-enabled Android devices and Chrome browser across its operations during practice sessions, qualifying and races to support the drivers and team, with the goal of improving on-track performance.” There’s a joke about excessive RAM usage in there, but we don’t have the bandwidth to make it.
Google’s multi-year partnership will see it sponsoring both the McLaren Formula 1 Team and the McLaren MX Extreme E Team from this year. McLaren CEO Zak Brown said, “. By integrating platforms like Android and Chrome across our operations, our team will be better supported to focus on driving performance. We’re looking forward to an exciting partnership that spans across Formula 1 and Extreme E.”