Days ahead of the start of the new Formula One (F1) season, Red Bull Racing Honda and Oracle rolled out an online video announcing their new strategic partnership which will see the technology giant join the race team in an alliance spanning several business areas spearheaded by cloud infrastructure.
The launch film, posted on 25 March, positioned the pair as a ‘partnership built on speed’ and ran across both Oracle and red Bull Racing’s digital and social channels.
The spot was supported by a partnership announcement PR campaign which ran across the mainstream, automotive, technology, motorsport and marketing media, as well as via dark social and email.
The partnership and promotional campaign kicked off around the season opening Bahrain Grand Prix over the 26 to 28 March weekend where Oracle branding will also appear on the RB16B race car, as well as on driver race suits and additional team assets.
The multi-year agreement sees Oracle bring its Marketing Cloud products and customer experience technologies to the team and together they will develop an enriched fan experience with fresh ways to engage and interact with the sport’s global audience through the season.
Oracle also brings its data analytics skills to the team to create a roadmap with Red Bull Racing Honda engineers to build on its existing data science and analysis tools, while Oracle’s Cloud platform will enable a wider use of Artificial Intelligence and Machine Learning to optimize both the teams’ on and off-track performance.
“This is a hugely significant partnership for Red Bull Racing Honda. Oracle is a massive organization that has been at the forefront of technical innovation for more than four decades,” said Red Bull Racing Honda Team Principal Christian Horner. “As one of the industry’s most recognized 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.”
Oracle Chief Marketing Officer Ariel Kelman commented: “This is the perfect alliance of two organizations that share a passion for design, performance, and winning. 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 One.”
Oliver Hughes, Red Bull Racing Honda Chief Marketing Officer, added: “We’re excited to bring a major partner such as Oracle into Formula One, and with a focus on pushing the limits in everything that we do, finding the right partner for our journey to the Cloud was absolutely crucial. Layering Oracle’s CX Marketing Cloud expertise with Red Bull Racing Honda’s creativity and global fanbase is going to open up the next chapter in our evolving martech journey, and hopefully deliver something unique and special for our fans. From a technology perspective, our engineering team can’t wait to get their hands on the array of tools that Oracle have to offer in order to bolster our data science and AI teams with world-beating expertise.”
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