FT announces commercial partnership

The Financial Times has announced it has formed a new partnership with the Aston Martin Aramco Formula One Team ahead of the upcoming Formula One season. The publisher says the strategic collaboration aims to deliver shared value for the two British brands, both of which boast a rich heritage and shared ambition for innovation.

The FT and Aston Martin Aramco say they will host a series of exclusive global activations throughout the upcoming season, providing an opportunity for both brands to engage commercial audiences across Europe, Asia and America with the thrilling atmosphere of F1.

As part of the activations, the FT says renowned industry speakers will guide thought leadership work on the dynamic world of motorsport business, discussing some of today’s most relevant topics, such as the role of emerging technologies in sport and the importance of female representation in motorsport.

The expanding sports business sector also provides a backdrop for the FT to harness exclusive Aston Martin Aramco opportunities, hosting key clients at Grands Prix across the globe. The FT logo will be displayed on the AMR24, which will make its debut at Silverstone Circuit on February 12.

Jefferson Slack, managing director – commercial & marketing, Aston Martin Aramco Formula One Team, said: “The Aston Martin Aramco Formula One® Team is delighted to launch a new partnership with the Financial Times, a publication renowned for its authoritative coverage of global business and finance. Together, we’ll be working strategically to grow and strengthen our commercial reach, collaborating on exclusive activations throughout the year. The FT is a trusted source of business and financial information around the world and we welcome them to Aston Martin Aramco.”

Laura Milsted, global advertising director, Financial Times, said: “We are delighted to be partnering with Aston Martin Aramco Formula One Team throughout the upcoming season. The brand synergies between Aston Martin Aramco and the FT are undeniable and we are excited to be able to bring these two organisations together for the first time. As our partnership develops, we’ll be able to bring first class thought leadership content, within exceptional settings to both of our commercial audiences.”