The Mercedes-AMG Petronas F1 Racing workforce is slated to unveil their automotive for the 2023 season, the W14 E Efficiency, on Wednesday.

However that’s not the one information coming from the workforce. Mercedes additionally introduced on Thursday morning a partnership with Qualcomm, and Qualcomm’s Snapdragon model. Underneath the multi-year partnership, Mercedes and Snapdragon will create “distinctive fan experiences, each in-person and digitally,” in keeping with the announcement.

As well as, the Snapdragon brand will probably be a part of the livery for the W14 E Efficiency, to be debuted in a while Thursday. Snapdragon logos can even be displayed on the drivers’ race fits, workforce personnel, and within the storage.

In a press release supplied to the media, together with SB Nation, previous to the announcement Mercedes Staff President Toto Wolff talked concerning the significance of each innovation, in addition to connecting with F1 followers. “Innovation is core to our enterprise. It’s simply as vital in connecting with our followers, and constructing the office of the long run, as it’s within the design and creation of our race vehicles. With the Snapdragon model, now we have the proper accomplice to innovate and rework. We stay up for creating distinctive and daring options as we push forward in these areas.”

This partnership is one among many who F1 groups are utilizing this season to attach with their respective fanbases. When Purple Bull unveiled their livery for the 2023 F1 season just lately at a reside occasion in New York Metropolis, the workforce additionally introduced an upcoming promotion titled “Make Your Mark,” the place followers can enter livery designs for the three United States races.

“That is very a lot about getting the followers concerned within the design and look of the automotive,” Staff Principal Christian Horner defined through the livery launch in New York Metropolis. “For the three US races that now we have this yr, for the primary time ever, we’re going to get the followers concerned to create the livery for these three races. It’s going to be a contest, it’s an enormous alternative and we’ve thought lengthy and arduous about it. We all know it’s what folks need to see, to get entangled, and that is your probability to have the ability to do this.”

With the expansion of F1 worldwide — and in the US — F1 groups are doing increasingly to attach with their legions of followers throughout the globe. Occasions resembling Purple Bull’s “Make Your Mark,” and Mercedes’ partnership with Qualcomm, are simply two examples of groups seeking to increase their attain worldwide.