Primary partner status in F1 for HP

IT multinational, HP, enjoyed a five-year collaboration as a primary partner to the BMW Williams F1 Team between 2000 and 2005.

The agreement gave HP access to extensive branding across all team assets, including its F1 cars, drivers, engineers and pit personnel.

At the heart of the partnership was a 360-degree technology showcase for HP products throughout the Williams pit garage, and at its Grove headquarters in the UK. Licensed products were also created for the retail market.

HP harnessed its Williams partnership for both consumer and enterprise marketing at a global level and used its F1 involvement as its flagship marketing platform.