Red Bull announce multi-year partnership with tech giant Oracle

Red Bull

Red Bull announce multi-year partnership with tech giant Oracle

The partnership was announced as a multi-year deal

Sam Hall

Thursday 25 March 2021 15:54

Red Bull has announced a new multi-year 'strategic partnership' with technology giant Oracle.

As one of the world's leading cloud infrastructure providers, Oracle is the latest US-based company to forge links with a Formula 1 team following Cognizant's deal with Aston Martin, while investment firms Dorilton Capital and MSP have partnered with Williams and McLaren respectively.

Through its "cutting-edge marketing cloud products," Oracle aims to provide an "enriched fan experience that will introduce new and exciting ways to engage and interact with the sport’s global audience".

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The team will also make use of Oracle's expertise in data analytics to expand and build upon its existing infrastructure with wider use of "artificial intelligence and machine learning" to improve performance both on and off the track.

Red Bull team principal Christian Horner said: “This is a hugely significant partnership for Red Bull Racing Honda.

"Oracle is a massive organisation that has been at the forefront of technical innovation for more than four decades.

"As one of the industry’s most recognised and trusted names in database management and cloud computing, Oracle brings huge capability, innovation and expertise to many of the world’s largest and most successful businesses.

"To be able to tap into that exceptional power and knowledge is a major step forward for our team.

"Oracle’s expertise will touch many areas of the business from the development of major fan engagement and brand-building mechanisms to providing rich new resources across the team, including within the engineering and design departments."

Ariel Kelman, the chief marketing officer at Oracle, described the partnership as "the perfect alliance of two organisations that share a passion for design, performance, and winning".

Kelman added: "Red Bull Racing didn’t win multiple drivers’ championships and constructors’ championships in its relatively young existence without pushing boundaries.

"Oracle is committed to working with Red Bull Racing Honda to discover and create the technologies and designs that will allow it to surpass expectations and set new standards in Formula 1.”