MOBILE PHONE manufacturer Blackberry has become a major partner of the Mercedes Formula One (F1) team after announcing a sponsorship deal this week.
Canada-based Blackberry will collaborate with Mercedes on both technical and marketing initiatives.
From a technical perspective, the new BlackBerry 10 operating platform will deliver tools and services for Mercedes, while fan engagement is also set to be improved through the joint development of mobile apps.
In terms of marketing and inventory, Blackberry will have a major branding presence on the livery of the Mercedes cars, including on the chassis and headrest, and on the overalls of team drivers Lewis Hamilton and Nico Rosberg.
The deal coincides with the official renaming of Research in Motion (RIM) to Blackberry, effective February 4. RIM was previously the parent company of the Blackberry brand, but due to the popularity and success of Blackberry products, the company has adopted the name permanently.
According to an official Blackberry press release, the company’s reinvigorated marketing efforts will now consistently represent the BlackBerry brand.
News of the deal comes shortly after BlackBerry also announced the renewal of its North American partnership with the National Hockey League (NHL).
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG