Tech company’s are always attracted with the glitz and glamour of Formula One with many joining the global sport as brand sponsors pouring millions for a logo placement on the F1 cars. Lenovo is the latest notebook brand lured into the dizzying high profile sporting event as Team Ferrari sponsor starting from the Melbourne race.

It strikes as peculiar but in 2006 Acer was also a sponsor for Ferrari lasting for 3 years and even released Ferrari edition notebooks (remember those red colour models with Ferrari emblems?). Lenovo is already a global brand and latching on the strong appeal for F1 by corporate customers could bode well for the PC company as it seeks to move aggressively into the enterprise server business.

The multi-year partnership and sponsorship will see brand exposure through the placement of the brand logo on the side wing and front suspension of the Scuderia Ferrari 2018 F1 single-seater as well as team uniforms and on the arm of drivers’ racing suits. Lenovo will also be providing products ThinkPad laptops and Miix tablets to be used by the team on and off the track.