8 February 2024 - The Financial Times has formed a new partnership with the Aston Martin Aramco Formula One® Team ahead of the upcoming Formula One season. The strategic collaboration will deliver shared value for the two British brands, both of which boast a rich heritage and shared ambition for innovation.
The FT and Aston Martin Aramco will host a series of exclusive global activations throughout the upcoming season, providing an unprecedented opportunity for both brands to engage commercial audiences across Europe, Asia and America with the thrilling atmosphere of F1®.
As part of the activations, renowned industry speakers will guide thought leadership work on the dynamic world of motorsport business, discussing some of today’s most relevant topics, such as the role of emerging technologies in sport and the importance of female representation in motorsport.
The rapidly expanding sports business sector also provides an unparalleled backdrop for the FT to harness exclusive Aston Martin Aramco opportunities, hosting key clients at Grands Prix across the globe. The FT logo will be displayed on the AMR24, which will make its debut at Silverstone Circuit on February 12.
Jefferson Slack, Managing Director – Commercial & Marketing, Aston Martin Aramco Formula One® Team, said: “The Aston Martin Aramco Formula One® Team is delighted to launch a new partnership with the Financial Times, a publication renowned for its authoritative coverage of global business and finance. Together, we’ll be working strategically to grow and strengthen our commercial reach, collaborating on exclusive activations throughout the year. The FT is a trusted source of business and financial information around the world and we welcome them to Aston Martin Aramco.”
Laura Milsted, Global Advertising Director, Financial Times, said: “We are delighted to be partnering with Aston Martin Aramco Formula One® Team throughout the upcoming season. The brand synergies between Aston Martin Aramco and the FT are undeniable and we are excited to be able to bring these two organisations together for the first time. As our partnership develops, we’ll be able to bring first class thought leadership content, within exceptional settings to both of our commercial audiences.”
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For more information, please contact: poppy.cooper@ft.com
About the Financial Times
The Financial Times is one of the world’s leading business news organisations, recognised internationally for its authority, integrity and accuracy. The FT has a record paying readership of 1.2 million, more than one million of which are digital subscriptions. It is part of Nikkei Inc., which provides a broad range of information, news and services for the global business community.
About Aston Martin Aramco Formula One® Team
The iconic Aston Martin marque was founded in 1913 by Lionel Martin and Robert Bamford, and has developed a succession of ultra-luxury high performance automobiles, including the iconic Goldfinger DB5, the V8 Vantage, the Vanquish and the DBX 707 – one of the world’s fastest SUVs.
The epitome of British luxury and technology on the road, the migration to the racetrack followed naturally. The marque famously won the 24 Hours of Le Mans in 1959 and briefly competed in Formula One in 1959 and 1960.
Aston Martin returned to the Formula One grid in 2021 under the leadership of Canadian entrepreneur, Lawrence Stroll. Since then, the team has invested heavily, opening its new AMR Technology Campus in Silverstone during the summer of 2023 – the sport’s first new F1 team base for almost two decades. A state-of-the-art wind tunnel is scheduled to be operational in 2024. The new AMR Technology Campus helps the team’s environmental ambitions with better insulation, intelligent use of natural light, and solar panels helping power the site.
Aston Martin enjoyed its most successful season to date in 2023, securing eight podium positions and 280 points on its way to finishing fifth in the Constructors’ Championship. For 2024, double world champion Fernando Alonso and Canadian Lance Stroll head a driver line-up supported by Test and Reserve Driver Felipe Drugovich, Stoffel Vandoorne and Team Ambassador Pedro de la Rosa.
In 2024, Aston Martin will also take to the track in the all-female F1® Academy series with Swiss driver Tina Hausmann. She is supported by Aston Martin Aramco’s F1® Academy Head of Racing and Driver Ambassador, Jessica Hawkins, who tested one of the team’s F1 cars in 2023.
Off-track, Aston Martin Aramco conceived its Make A Mark platform – a commitment to drive positive progress through the influence of the team and the profile of Formula One.
Make A Mark is built upon three core pillars: sustainability, community and inclusion – all devised to champion an environmental, inclusive and diverse living and working culture with a programme that supports and educates young people, particularly from diverse and ethnic backgrounds, to drive career opportunities within motorsport and STEM.
Responsible business partners include Racing Pride to positively promote LGBTQ+ inclusivity within motorsport, while Spinal Track works with the team to improve accessibility and foster inclusion across the sport. A partnership with the Aleto Foundation provides a leadership programme for young ethnic minority students wanting to learn more about opportunities within motorsport. In January 2024 Aston Martin Aramco became the first Formula One team to comply with ISO standard 50001 – a globally recognised certification that outlines the requirements for improving energy efficiency and performance while reducing consumption and costs.