The Aston Martin Formula 1 team has renewed its partnership with British construction and equipment manufacturer JCB. This continues the partnership which began in 2019, making it one of the team's longest-running sponsorships.
Describing the relationship as "more than just branding", the Silverstone outfit called it a "shared commitment to celebrate engineering excellence, drive innovation and celebrate British achievement on a global stage."
JCB helped build the team's new campus as it targeted substantial investment into its infrastructure, including a new wind tunnel that has also recently gone operational.
"Our partnership with JCB is built on shared values and a genuine belief in the power of British engineering," said Aston Martin's Jefferson Slack, commercial and marketing director. "From becoming Aston Martin, to helping us construct our new campus and now supporting our ambitions for the future, JCB has been with us every step of the way. As we head into a new season, we're proud to continue this journey together."
Steve Fox, JCB global major accounts managing director, commented on celebrating the brand's 80th anniversary alongside the British racing green-coloured team: "We are thrilled to be extending our partnership with the Aston Martin Aramco Formula One Team in JCB's 80th anniversary year.
"It is a partnership which has stood the test of time and one which helps JCB generate business and cement relationships with key customers all over the world. We are excited at the prospect of building on the relationship we have enjoyed since 2019, in what will be an exhilarating period for Formula One."
JCB is a privately owned company, and because of this, enjoys the freedom this can bring when it comes to research and development. With over 350 current production models, the brand is no stranger to rapid innovation, something it shares with all the teams on the grid.
But while F1 offers like-minded engineering, JCB CEO Graeme Macdonald is well aware of the relationships that can be built using the championship as an experience to share with its loyal customer base.
"Our partnership with Aston Martin Aramco provides us with the ability to deepen our customer relationships," he said in a press release. "We can host tours and dinners at the AMR Technology Campus, and we host guests at a number of Grands Prix each year. Our customers will typically come with their partners or children, and we get to spend more time with them over a Grand Prix weekend than would usually be the case and gain a better understanding of their business and their interests."
Surprisingly to some, the construction brand also has a strong connection to motorsport. It not only built the world's fastest tractor, but also holds the land speed record for a diesel engine vehicle at 350.092mph. This, plus the companies' shared urgency in development, makes the pairing well-aligned.
"If something goes wrong during a race weekend, getting that fixed for the next session or next race is critical," he continued. "The speed of engineering, of design, the use of rapid prototyping and bringing a part to production readiness, is something F1 does very well, and something we've been keen to observe. It's the speed of doing business. The speed of innovation."
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