Lenovo’s Impact on Formula 1®

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Next year we’ll be celebrating a decade of working with Lenovo, and with the Formula 1 Lenovo Chinese Grand Prix taking place next weekend we’re putting a spotlight on our good friend’s role and impact on the motorsport. 

Lenovo’s ground-breaking role in F1 is now fully cemented in the sport, where technology isn’t just a tool but a turbocharged engine driving innovation at every turn. In the high-stakes world of F1, where victory is measured in milliseconds, Lenovo’s partnership is more than just a sponsorship; it’s the brain power behind the cutting-edge technology powering the adrenaline rush.

Picture this — the engines roar and it’s lights out and away we go”, Lenovo’s state-of-the-art solutions power up in the nerve center. From server rooms to pit lanes, their sleek laptops and cutting-edge handsets make sure every byte of data is captured, analysed, and transformed into actionable insights, quicker even than Max Verstappen himself.

During a single race weekend, a staggering 200 terabytes of data are processed. That’s the equivalent of streaming over 20,000 HD movies simultaneously. And over the course of 24 heart-pounding races in a season, the sport generates a mind-boggling 4.8 petabytes of data, the equivalent output of downloading over 111,848 Xbox games over a lifetime.

Innovation on and off the track

But Lenovo doesn’t just stop at providing the hardware; they’re revolutionising the fan experience too. As fans stepped into the Turn 19 Paddock Club Lounge at the Circuit of The Americas last year, they were greeted by a full-size kiosk avatar, ready to answer burning questions about the world of F1 with lightning-fast responses and dazzling graphics. There was also an exclusive game powered by augmented reality (AR) and virtual reality (VR) using Lenovo’s ThinkReality VRX all-in-one headset that let the fans complete a lap of the track in Austin, Texas. The headset allowed them to view the 3D track from different angles and get their names to the top of the leaderboard. 

Source: https://​www​.f1​-fan​site​.com/f1-…

Lenovo’s journey to Net-Zero

An important element to note, and one that’s imperative to TBT Marketing is that amongst the adrenaline-fueled excitement, Lenovo remains committed to a greener future. From offsetting costs, offering a carbon footprint checker, new liquid cooling technology to promoting environmental responsibility across the enterprise, as well as their Asset Recovery Services, Lenovo is steering themselves and Formula 1 towards a more sustainable path, aligning with their goal to reach net-zero emissions by 2050.

Dan Blake, Director at TBT Marketing has been working with Lenovo for nearly a decade and said Lenovo is more than a sponsor of F1, it’s a driving force, able to propel the sport into a thrilling new era of technology and sustainability. We see this drive not just with F1 but across many Lenovo projects.”

So, buckle up, because with Lenovo behind the wheel, the future of F1 has never looked brighter, or faster!

TBT Marketing has proudly been working with Lenovo since 2015, supporting them across business units, campaigns, and geos. And we look forward to seeing their contributions every race weekend, whether it is visible projects or behind-the-scenes support.

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