Alex Thomson Racing signs tech-focused deal with Nokia

UK-based sailing team Alex Thomson Racing has partnered with Nokia and its industrial research and innovation engine, Nokia Bell Labs.

Nokia Bell Labs will serve as the team’s technology partner in a deal that runs through to 2021. Nokia’s branding will appear on the team’s IMOCA 60 race boat as part of the agreement.

Nokia will explore on-board and shore-based technologies and systems in a move designed to enhance the performance capabilities of the team. The partnership will focus on areas such as augmented intelligence and wearable technology, as well as networks and communications capabilities.

Nokia joins Hugo Boss as a partner of Alex Thomson Racing, with the German fashion house serving as the team’s title sponsor.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.