Aston Martin announces partnership with Xerox for 2025 F1 season

Aston Martin's Formula 1 team has announced a new partnership with Xerox meaning the office technology leader will become a global partner of the outfit.

The deal, which begins next season, will see Xerox assist Aston Martin on and off track with its digital technology solutions across a number of areas, including ‘managed print services, augmented reality and marketing insights'.

It means that Xerox will provide the basis for telemetry overlays, AR - which will assist both at the circuit as well as in the team's new wind tunnel - as well as data-backed insights 'directly from Xerox solutions'.

The company's branding will also be visible on the Silverstone-based outfit's machinery during the Las Vegas Grand Prix weekend on 21-23 November.

Jefferson Slack, commercial and marketing managing director at Aston Martin, said: "Xerox has long been a leader in innovation, and this partnership brings together two brands that thrive on precision and efficiency.

"We are excited to work with Xerox and leverage their expertise to enhance our team’s digital operations. As we push the boundaries of performance, this partnership will drive us forward." 

Jefferson Slack, Aston Martin

Photo by: Glenn Dunbar / Motorsport Images

Xerox chief growth and disruption officer Deena LaMarque Piquion added: “Just as the Aston Martin Aramco Formula 1 Team relentlessly pursues peak performance on the track, Xerox empowers businesses to accelerate their digital transformation journey with cutting-edge solutions.

"Together, we are shaping a new future - where agility meets innovation, and businesses achieve excellence at the speed of F1.”

The partnership comes days after another deal was struck with Puma, which will become the official sportswear, athleisure and technical gear partner from next year.

Puma branding will feature on the new AMR25 when the covers are taken off the car ahead of the next F1 campaign.