Mercedes F1 team goes with Fastly as sponsor for enhanced digital experience

Mercedes F1 team goes with Fastly as sponsor for enhanced digital experience

The Mercedes Formula One team, one of the most successful teams in motorsports, has selected Fastly as an official global sponsor. The announcement comes as a result of the long-term commitment between the Mercedes-AMG Petronas F1 team and Fastly to provide an improved digital experience both on track and online.

Because of its high-performance live sports streaming services and the Drive to Survive Netflix documentary, Formula 1 motorsport has witnessed significant growth. The partnership between Mercedes-AMG Petronas F1 team and Fastly will allow the organizations to provide fans with the ultimate digital experience.

“We have a deep appreciation for what Fastly delivers to its customers: the ultimate digital performance, at incredible speed,” said Toto Wolff, CEO and team principal of the Mercedes-AMG Petronas F1 Team. “Our fans expect the very best experiences, not just on the track but on their screens — and Fastly will be an important partner to help us achieve this. We’re thrilled to work alongside a team that shares our commitment to high-performance, safety and relentless innovation.”

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The company notes that the global partnership started at the end of July 2022, and  Formula 1 fans are already experiencing perks at Formula 1 events. Both companies claim to share a commitment to providing secure and fast edge technology that adds value to customers. The Mercedes-AMG Petronas Formula 1 team leverages the Fastly edge cloud platform, which improves site performance, enhances security, and brings innovation to the edge solution.

“Our fight for milliseconds on the track relies upon the strength of our digital infrastructure and the speed of our network,” said Mercedes-AMG Petronas Formula One Team IT director, Michael Taylor. “Joining forces with Fastly, who share our obsession for innovation and uncompromising performance, will help to drive us forward on the track and power our fan experience in the virtual world.”

Fastly recently announced the acquisition of Glitch, a project management community, to upgrade its edge computing capabilities. Earlier this month, the company also hired additional executives to help bolster the sales of its edge computing services. For instance, Fastly appointed Vaughan Woods as an area vice president for the ASEAN market. Based in Singapore, he is responsible for the company’s overall growth strategy and presence in the region.

Analysis

The exposure via a sport associated with speed is likely to eventually help with brand awareness for Fastly. However, in a sport where sponsorship deals easily run into six figures, Fastly picked an interesting time to work on upping brand recognition through the Mercedes deal. The company’s Q2 2022 fiscal report revealed good revenue growth but a decrease in gross margins owing to increased expenses, including some one-time expenses which we suspect might be tied to the Mercedes deal.

Meanwhile, the company’s new CEO, Todd Nightingale, starts on September 1, and has plenty of things to work on as he sets Fastly on a course for growth and profitability that’s more on par with competitors.

Jim Davis, EdgeIR.com editor

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