What happens when analytics and racing converge on the same track? You’re going to find out fast this Formula 1 season with the rebranded Oracle Red Bull Racing and its RB18 car.
Anyone privy to advertising the last three decades is well aware that Red Bull gives you wings. And while the energy drink has ascended into the world of sports, music, and live events, Red Bull has made major noise in racing since entering the space in 2004.
Today, the beverage born to fly has propelled its Formula 1 racing team’s partnership with Oracle Cloud to new heights by rebranding as Oracle Red Bull Racing as part of a groundbreaking deal the AP’s Rob Harris reports to be worth approximately $500 million, making it one of the most lucrative in auto racing history.
The convergence of two titans in their respective spaces bodes well for visibility — the news coincides with the reveal of the iconic racing team’s new RB18 car for the 2022 F1 season — but there’s more going on behind the scenes than just what you’ll see from Max Verstappen and Co. on the track.
“Oracle Cloud enabled us to make race-day decisions that helped Max Verstappen win the 2021 Drivers’ Championship,” Oracle Red Bull Racing Team Principal and CEO Christian Horner shared in a press release. “Discovering and reacting to opportunities quickly, is crucial to our success on and off the track, and Oracle is integral in that effort. Every element of our performance is driven by data analysis. Having Oracle as our title partner shows the confidence we have in their expertise and their ability to deliver a true competitive advantage.”
On the track, the RB18 symbolizes not only the need for speed, but also the ability for analytics to inform the world of racing where every split-second counts.
In addition to the rebranding and re-tooled race car, Oracle Red Bull Racing notes that they are using data to empower junior drivers while also investing in emerging industries like esports.
All told, the intersection between sports and technology continues to trend upward early into 2022. And looking ahead, Oracle Red Bull Racing has its next generation of F1 engines set for a 2026 debut, with testing for the 2022 F1 season starting in Spain later this month.
“Oracle Red Bull Racing is, and will continue to be, the most forward-thinking and innovative F1 team in the world,” Oracle Executive Vice President and Chief Marketing Officer Ariel Kelman stated in the press release.
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