Partnership between Team Lotus and Dell Technology T.E.A.M

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The global sports marketing industry has taken an innovative step forward with today’s announcement on the eve of the Canadian Grand Prix of a partnership between Team Lotus, the most successful recent entrant to the world’s highest profile motorsport series, and a new to Formula One™ concept - Dell Technology T.E.A.M.

Team Lotus will be showcasing a unique multi-brand platform on the T128 race cars and across the team that engages the Dell ecosystem ( through prominent branding and with a series of innovative B2B initiatives that gives a number of the most respected brands in the global technology market intimate access to the incredible world of Formula One™. The first brands to be showcased with Dell Technology T.E.A.M are APC by Schneider Electric, a global leader in critical power and cooling services, who provides industry leading hardware, software, and services designed to ensure availability and higher energy efficiency across the residential, business network, data centre, and manufacturing environments.( and Intel, the world leader in silicon innovation (

Dell Technology T.E.A.M is an initiative driven by Dell. Each Dell Technology T.E.A.M. member has the opportunity to not only strengthen their own existing business partnerships with one another, but also to engage multiple global audiences with Team Lotus as they compete in the FIA Formula One™ World Championship, a proven platform for the successful activation of both brand and business strategies.

From content creation to B2B programs and consumer engagement, the partnership with Team Lotus sets a new benchmark in the worldwide marketing industry for creating value for multiple brands under one simple strategic relationship. In addition, today’s announcement gives Team Lotus access to a new level of technological solutions from companies who are literally shaping the digital world that we now inhabit, providing the team with resources that will accelerate the Anglo / Malaysian squad’s rise up the Formula One™ grid.

Tony Fernandes, Team Principal, Team Lotus: “I am delighted to welcome Dell Technology T.E.A.M into the Team Lotus family and even more excited about the opportunities our unique collaboration will provide for everyone involved. It is a sign of our growing credibility in Formula One™ and the global business market that Dell and its partners are joining us in our dream of one day winning World Championships and in inspiring fans around the world to believe that if you work hard you will achieve your goals. We have already begun work on a number of exciting initiatives with Dell Technology T.E.A.M that will give each of our new Technology Partners access to the incredibly exciting world we live and work in and I think the innovative nature of our relationship demonstrates that even in the increasingly competitive sports marketing environment partners can create enormous value for each of their own businesses by working together under a common goal.”

Russell Fujioka, Global VP of Marketing, Dell Public and Large Enterprise Marketing, “We have been working with Team Lotus as an Official Supplier since day one of this amazing story. Formula One™ simply wouldn’t function without technology - we’re at the heart of everything that powers the sport on and off the track, and we have been lucky enough to play an integral role in the development of the team since it first gained its entry to the sport in September 2009. We’re delighted to bring our partners into powering Team Lotus, showcasing our joint role as mission critical enablers right at the heart of the team, and helping Team Lotus take on the biggest names in the world’s most exciting sport over the long term.”

“Using a world-class technology solution designed by Dell and powered by Intel, Lotus put a spectacular car on the track in record time,” said CJ Bruno, VP, GM Intel Americas. “This Dell HPC solution based on the Intel® Xeon® X5570 processor delivers intelligent, energy-efficient performance that enables Lotus to create, simulate, analyze, and visualize more data, faster than ever before.”

Ross Earley, Programme Executive, (APC North America) said “APC has been a mission critical solutions provider to Team Lotus since the company commenced its F1 journey back in 2009. APC’s data centre infrastructure solutions ensure energy efficient critical power and cooling both in the factory and at track. We are excited to take another step forward in our relationship and delighted to be a founder member of Dell’s new initiative with Team Lotus.”

Source Team Lotus