\n Find out more<\/p>\n <\/a>\n <\/p>\n
The archive management will involve transforming previous historical McLaren assets into what has been called\u00a0 “intelligent, dynamic content.”<\/p>\n
The UK-based team \u2013 which has already won the 2025 F1 constructors’ championship \u2013\u00a0has also said there will be “additional branding touchpoints throughout the 2025 season [ending in early December and Abu Dhabi] and beyond.”<\/p>\n
In addition, McLaren Racing will utilize “Iron Mountain’s global leadership in secure and efficient management of end-of-life IT assets.”<\/p>\n
Aside from already winning the constructors’ title, one of the two McLaren drivers \u2013 Lando Norris or Oscar Piastri \u2013 is likely to win the 2025 drivers’ title, as they currently occupy the top two spots in that table, with six races left.<\/p>\n
Nick Martin, McLaren Racing’s co-chief commercial officer, has said: “With the integration of Iron Mountain, we will be able to bring to life more of the team\u2019s rich history for our fans and partners as we look to shine a light on the McLaren Racing brand.\u201d<\/p>\n
In terms of recent McLaren commercial activity, late September saw the team announce a new partnership with\u00a0predictive AI firm Groq.<\/p>\n
Groq, unrelated to the generative AI business Grok by X (formerly Twitter) owner Elon Musk, becomes an official partner of McLaren and will integrate its AI-powered LPU chip into team operations.<\/p>\n
Greg McIntosh, Iron Mountain’s executive vice president and chief commercial officer, added: “Our AI-enabled digitisation solutions\u00a0will help to fuel new opportunities for success and transform McLaren Racing\u2019s iconic heritage media \u2013 protecting these timeless assets for future generations, connecting them to fans and partners, and activating them to unlock value like never before.\u201d<\/p>\n
Elsewhere, the\u00a0Haas F1 team\u00a0has brought in water brand Vellamo as a new commercial partner.<\/strong><\/p>\nThrough a multi-year tie-up unveiled\u00a0yesterday, premium natural mineral water and spring water brand Vellamo has become the US-based team’s official hydration partner.<\/p>\n
The deal has been struck in time for the US Grand Prix in Austin.<\/p>\n
Vellamo branding will feature on the current Haas VF-25 race car, as well as on driver helmets and water bottles, and finally in team hospitality areas.<\/p>\n
In addition, the team has said this agreement will entail the “creation of tailored hydration bottles,” to support “performance and recovery under the intense conditions of Formula 1.”<\/p>\n
Ayao Komatsu, team principal at Haas, has commented: “Hydration is critical in our sport, and Vellamo\u2019s pure, electrolyte-rich water will help our drivers and team personnel perform at their best throughout the demanding F1 season.\u201d<\/p>\n
The US-based F1 team is officially\u00a0known as MoneyGram Haas F1, courtesy of a sponsorship deal with the titular financial services company dating back to late 2022<\/a>.<\/p>\n ![\"Email](\"https:\/\/www.sportcal.com\/wp-content\/themes\/goodlife-wp-B2B\/assets\/images\/newsletter-new.svg\")
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