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CSC and EMC renew sports sponsorships

Business | Sponsorship | Sport | Technology

At the AutoSport Show in Birmingham last week US IT services giant CSC announced an expanded relationship with Marussia Virgin Racing. On the main AutoSport stage, Mark Davis, UK Marketing Services Director, together with Virgin Racing CEO Graeme Lowdon, Technical Director Nick Wirth and new driver Jerome D’Ambrosio answered questions about what the relationship means to the team.

In essence last year Virgin Racing did a good job of silencing the doubters who didn’t believe that a team could race and develop an F1 car using purely digital techniques including design, analysis and simulation. In the first year, although the team did all their analysis on CFD systems, limited resources meant that they weren’t able to do as much as the Resource Restriction Allocation limit allowed.

Building on factory and trackside work from last year, CSC has now provided a much larger computing cluster that means the team can run up to that limit, do more simulations and therefore develop at a faster rate. As AutoSport suggested in last weeks magazine, this innovative approach enabled by CSC is not only transforming the economics of how Virgin acing competes but it could potentially do the same for the whole of F1 as resources are reduced further. This technology and transformation driven partnership with Virgin Racing gives CSC has a powerful tool to engage key audiences around an ability to use technology to drive business transformation.

Meanwhile storage giant EMC has agreed to be primary sponsor of WAPS Rugby Club for a further 12 months in a deal that is thought to incorporate technology elements as well as branding and hospitality.

The fact that these two technology giants have resigned is a clear indication that sponsorship remains a powerful and relevant business tool in b2b as well as b2c markets.

Chris Ritchie

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