McLaren has announced American-based multinational computer company Dell Technologies as a new sponsor for the 2018 Formula 1 season.
The deal, which was confirmed on Thursday, will see the manufacturer of PCs, computer servers and TVs supply both hardware and software to the F1 team and its Applied Technologies division.
"McLaren is delighted to announce a multi-faceted, long-term partnership with Dell Technologies, the world’s largest privately-controlled technology company," the team's statement read.
"Dell Technologies, which consists of seven global brands – Dell, Dell EMC, Pivotal, RSA, Secureworks, Virtustream and VMware – will bring its deep technology expertise to all McLaren Technology Group companies, including McLaren Racing and McLaren Applied Technologies, as well as benefitting McLaren’s esports programme, World’s Fastest Gamer.
"The partnership will seamlessly integrate Dell Technologies’ wide-ranging platform of solutions into McLaren’s day-to-day operations, including support for design and manufacturing, trackside operations, telemetry, safety-critical ecosystems, storage, esports and simulation, fan engagement and guest experience."
McLaren enters into a new engine supply deal with Renault for this season, after a torrid three-year partnership with Honda.
The Dell deal will be seen as a major boost after the poor results of recent years have threatened its capabilities of attracting new backers.
"First and foremost, we will be using Formula 1 to underpin the expansion of our brand campaign in Europe and Asia," said Dell Technologies in its announcement. "Think of us using it in the same way as we have used the PGA Tour golf events so successfully over the past couple of years.
"Over 400 million people watch Formula 1 each year, most outside of the US, and it contains a high concentration of tech-savvy watchers – which is of particular interest to us!
"As well as featuring the Dell Technologies brand on the McLaren F1 car and drivers, we will also be featuring their use of our technology in our brand campaign."
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- Formula 1