Shift. Control. F1: Aston Martin returns to Formula One with Cognizant as title partner

by Autocar Pro News Desk , 08 Jan 2021


Aston Martin is back in Formula One after six decades. The luxury British car brand has announced a multi-year title partnership with Cognizant, one of the world’s leading IT brands with ambitious plans to broaden its global reach.

The team will be known as Aston Martin Cognizant Formula One Team when it lines up on the starting grid for the new season and makes its race debut at the start of the 2021 Formula 1 season in Melbourne.

Cognizant's role in digital transformation
In a sport where technology and innovation take centre stage, Cognizant will play a key role, not merely as a sponsor, nor even as a behind-the-scenes service provider, but also as a digital transformation partner with a real purpose. The multiyear association brings real energy to the new era of Aston Martin in Formula One, with Cognizant ideally placed to empower the team with the best IT infrastructure and software solutions on the market.

In March, Aston Martin will unveil its F1 car livery to the world at its global headquarters in Gaydon, Warwickshire, including the introduction to its driver line-up, featuring four-time World Champion Sebastian Vettel and multiple Grand Prix podium finisher Lance Stroll.

The blast from the past is back after 60 years.

Commenting on the return to F1, Lawrence Stroll, Chairman, Aston Martin Cognizant Formula One Team, said: "The return of Aston Martin to Formula One after more than 60 years away is a landmark moment in the history of the sport. Everyone knows what Aston Martin stands for, but the Formula One team will allow us to take the essence of the brand to new places, building on the strong foundations laid by the previous iterations of the team. I'm hugely proud that we can start this new chapter with the support of Cognizant. In today's world, as the digital revolution continues, I can't think of a more suitable or valuable partner to work with us as we strive to make Aston Martin one of the greatest teams in the sport."

Brian Humphries, CEO of Cognizant, said: “We are absolutely thrilled to be the title partner of Aston Martin Cognizant Formula One Team. Our global brands have much in common. We are both innovative, forward-looking firms that like to move fast, stay focused, and lead from the front. We understand the incredible power of today's advanced technologies and how to harness them to engineer unique customer experiences. We're excited by the promise of this deep and mutually beneficial partnership."

Otmar Szafnauer, CEO and Team Principal, Aston Martin Cognizant Formula One Team, commented:
"We're just two months away from the start of the season, so it's fantastic to celebrate the new era of Aston Martin in Formula One by welcoming Cognizant as our title partner. Innovation and technology are central pillars for any Formula One team, and this long-term partnership is more than just a branding exercise. With a new factory already under construction, Cognizant's expertise and resources will add value in all areas of our IT operations and make a valuable contribution to our performance on-track."

Jefferson Slack, Managing Director – Commercial & Marketing, Aston Martin Cognizant Formula One Team: "This is a really special moment as we welcome Cognizant as the primary partner of the Aston Martin Formula One Team. As we take this iconic brand back to the pinnacle of racing, it's hugely motivating to have the support of a true powerhouse in Cognizant, a Fortune 200 company with nearly 300,000 employees. It's a multinational that's making a real impact across the globe with great vision from Brian Humphries and the senior leadership team. Cognizant will be integral to our future success and a partner in the truest sense, unleashing its capabilities as a digital transformation agent. Like Aston Martin, it's a company with aggressive targets and ambitions, and will flourish in the global spotlight of Formula One."

Sebastian Vettel, Aston Martin Cognizant Formula One Team, one of the team’s drivers, said: "I can't wait to start working with Aston Martin Cognizant Formula One Team. There's so much for me to discover over the next few months and I'm incredibly determined to help make this team even more successful. Before we know it, we will be at the first race, seeing this famous name back where it belongs. I'm proud to be part of this journey."

Lance Stroll, Aston Martin Cognizant Formula One Team, another team driver, said: "Seeing Aston Martin back in Formula One is a huge deal – especially with a new title partner, Cognizant. Whenever I'm at the factory, you can feel the buzz and energy. We're ready for this. There's so much hunger in the team, and I just can't wait to get the season started."