Technology services provider Intel has signed its biggest global brand tie-up, in a multi-million pound global marketing deal with BMW that will make it the headline sponsor of Formula One team BMW Sauber.
The news comes after rumours that Intel had signed a &£30m deal with the McLaren F1 team.
According to Anne Lewnes, vice-president of the sales and marketing group and director of partner marketing for Intel, “The deal marks the biggest global brand tie-up for Intel to date. It is the first time we have embarked on a brand tie-up of such magnitude.”
The deal, which will run for at least two years and is worth “tens of millions” of pounds, will see Intel partner BMW across three areas: technology, co-marketing and sponsorship. Intel technology processes and solutions will be integrated throughout the BMW corporation and its dealerships, and across its mass-market and high-performance cars. Lewnes says the deal is “perfect, because both companies are global brands that are admired, seen as being innovative and have synergy with technology.” She says technological developments within F1 racing mean the partnership is “a perfect fit”, as F1’s audience is similar to Intel’s target market, being predominantly male and technology-driven.
Lewnes adds: “Intel faces challenges in making the brand tangible, and with F1 we’ve found the perfect venue to showcase our brand.”
There has been much speculation surrounding which F1 team Intel would put its weight behind, but an Intel spokeswoman says: “The Sauber deal is the only high-level sponsorship we have arranged.”
BMW acquired the Sauber F1 team in June this year. The former BMW Williams team is now Williams F1.