Lenovo to be a Formula 1 sponsor - Jongo News - Daily News of China

(AT&T Williams in F1 matches)
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Recently, the Lenovo Group announced the signing of a contract as a first-class sponsor of AT&T Williams in F1 matches. In their initiative to develop their overseas operations, this comes as another association with top-class sports events for Lenovo, after becoming the top sponsor of the Olympic Games and NBA.

The former top sponsor of AT&T Williams was HP, one of the biggest competitors of Lenovo. After the ascendance of the current CEO Mark Hurd, HP announced to withdraw from sponsoring the F1 in 2005.

At present, several large IT enterprises such as Intel, AMD and ACER are all sponsors of the F1. With this contract, PC technologies from Lenovo will be applied in AT&T Williams; moreover, the logo of Lenovo will not only appear on the new cars of AT&T Williams also the race suits of Nico Rosberg and Alex Wurz.

The combination of the IT industry and sports events is becoming increasingly common but us still developing. At the same time when sponsoring sports, enterprises have to firstly redesign the product image and the enterprise images, making them in sync with the sports culture. Signing the contract, paying for the sponsor fee and launching advertisements are only the beginning of the promotion. For full business effects of the sponsoring, much expense and time is required.

The Lenovo Group has adopted the common method by which large global enterprises move from their native countries to the world. To make use of the sport events, with the idea that “sports have no national boundaries”, Lenovo is spreading its brand image worldwide.

“F1 provides Lenovo a stage to show itself to the world. Lenovo will prove the reliability of its products to the world”, says Deepak Advani, vice president of Lenovo Group. .