Business: Red Bull confirm expansion of its partnership with AT&T
Red Bull has announced a multi-year extension and expansion of its partnership with AT&T starting in 2025, a collaboration that "has been pivotal in driving technological advancements and race-day performance for over a decade."
Since AT&T joined forces with the Austro-British outfit, the data volume has increased over five times, which has made the connectivity even more important.
To be exact, AT&T’s advanced network technology, including fiber and Global VPN, helps Red Bull collect, analyse and utilise data between grands prix and during race weekends.
Enabled by AT&T’s technology, data flow supports 4 billion equations for every F1 race globally. Data from over 250 sensors on the car is transmitted in near real-time from trackside locations around the globe to the team at the factory in Milton Keynes, and then back to the to the pit wall, enabling split-second decisions that can lead to victory.
Starting in 2025, AT&T’s logo will be prominently displayed on the car, driver and team member kits; it will also be featured on sponsor boards, mobile charging stations, and media backdrops.
Commenting on the announcement, Red Bull team boss Christian Horner said, “Oracle Red Bull Racing highly values AT&T’s contribution to our team and we consider their partnership and expertise in connectivity as mission-critical to our operation at the racetrack.
"The race begins long before the lights flash on the track, and AT&T is a crucial partner in ensuring we're ready to win from day one. AT&T’s partnership allows us to transport ever increasing amounts of data for the comprehensive analyses that lead to more precise decisions in the development of our cars before, during, and after each race.”
Speaking of the announcement, Kellyn Kenny, who acts as AT&T Chief Marketing & Growth Officer, said, "It has been a pride point for our entire team to provide Oracle Red Bull Racing with the essential connectivity needed before and on race day.
"Our new, expanded partnership will open up even greater possibility. We will be able to tap into the years of collaboration we’ve had on the technical side, to not only tell deep, meaningful stories but to create new, innovative experiences that will delight and excite fans."
