Posted across its digital and social channels on 30 March, a trio of spot activate TeamViewer’s new five-year parallel partnerships with the Mercedes-AMG Petronas Formula One Team and the Mercedes-EQ Formula E Team.
The three online short films were spearheaded by a hero ‘The Power’ spot celebrating the double race team tie-up which will see the software company provide both Mercedes teams with remote connectivity solutions and technology which it believes will drive greater performance.
Accompanying the lead video are a pair of films featuring the F1 team’s principal Toto Wolff, plus drivers Valterri Bottas and Lewis Hamilton talk about the benefits of the new partnership with TeamViewer and exploring themes including technology advantages and sustainability.
The partnership, which will see TeamViewer branding on both cars as well as drivers’ racing suits, will also see TeamViewer software seeks to ensure both race teams become more efficient by optimising remote operations and enhancing connectivity between trackside teams and those at its base in Brackley.
The manufacturer also says TeamViewer will work with its team as it seeks to achieve its net zero emissions goal through expanded remote working.
“We are thrilled to announce this new partnership with TeamViewer,” said Toto Wolff, CEO and Team Principal, Mercedes-AMG Petronas F1, and Head of Mercedes-Benz Motorsport.
“Motorsport is a proven catalyst for technology and business development, and we are excited to work together on both fronts over the coming years. It is a dynamic and ambitious brand, and a perfect fit for the pioneering spirit of Mercedes-Benz in motorsport.
“By working together across F1 and FE, we can drive gains in technology performance, and we will help optimise remote operations for many companies across the globe. In addition to our own ambitions in terms of sustainability, we are convinced that the growth of companies like TeamViewer will make a meaningful difference to CO2 emissions on a much greater scale. I’m excited to welcome them to the team – and looking forward to seeing their brand enter the global stage with our Monaco races in May.”
Oliver Steil, CEO, TeamViewer, added: “We are very proud to become an official partner of Mercedes-Benz, one of the most iconic brands in motorsport. TeamViewer and Mercedes share the same values of performance, innovation, and engineering. This partnership is a key pillar in our strategy to build a truly global tech brand, while creating new opportunities to transfer use cases from the fastest-moving and most data-driven sports into the industrial environment of our customers.
“We are excited to provide the Mercedes Formula 1 and Formula E teams with our leading connectivity solutions for remote diagnostics and collaboration – making them faster, more efficient, and more sustainable. Joining forces with the most successful teams in motorsport underpins our strategy to grow stronger for longer and generates additional value for our customers, employees and shareholders.”
Comment:
According to Mercedes, the dual deal sees TeamViewer become the first brand ever to pen a simultaneous new Mercedes partnership with both its Formula 1 and Formula E teams. Mercedes, at present, is the only auto manufacturer to compete in both series.
The racing partnerships follow fast in the footsteps of the software company recently becoming the new shirt sponsor of global footballing giant Manchester United in a deal that was activated through a video called ‘Push New Boundaries’.
That is a lot of new global sports inventory to acquire in a short space of time and TeamViewer’s marketers and agencies are sure to be busy in the coming months to maximise value and return on investment.
The last time we can remember such a relatively little known brand make such a huge, multi-property sports marketing investment was last year when the chemical giant Ineos bought the former Team Sky, become the title partner of Ben Ainsley’s Ineos Team UK America’s Cup team and sponsor Mercedes-AMG Petronas F1 too.
Leave a comment
You must be logged in to post a comment.