LONDON Chip maker Intel Corp. has announced that it has formed a a multi-year partnership with German automobile company BMW AG that includes sponsorship of the BMW Sauber Formula One motor racing team Team. The deal includes a marketing partnership and an allied technology partnership, Intel said.
BMW (Munich, Germany) purchased the Sauber team in June 2005.
Under the deal Intel (Santa Clara, Calif.) has committed to help BMW standardize its information technology infrastructure across data centers and 3,000 dealers. In addition BMW plans to standardize the notebooks it supplies to staff on systems based on Intel Centrino processors and to increase the use of Intel-based PDAs within the company.
The two companies have also agreed to develop a specification for the inclusion of third-party phones and portable music players within BMW vehicles.
A major Formula One sponsorship deal was expected although Intel’s name had been linked with McLaren and BAR teams (see nov. 11 story).
“With Intel as official corporate partner of the BMW Sauber F1 Team, the Intel brand will reach hundreds of millions of passionate fans worldwide each year, fans who appreciate the critical role that technology plays in Formula One,” said Eric Kim, chief marketing officer of Intel, in a statement.