It seems as though the Super Bowl is not the only bit of sports that BlackBerry will dabble in to promote BlackBerry 10; the company has now partnered with Formula 1 and Mercedes by sponsoring the vehicle that award winning driver Lewis Hamilton will drive during the 2013 season.
Hamilton will be driving a 2013 Mercedes AMG Petronas Formula One challenger, and is the first British competitor since Sir Sterling Moss in 1955. He plans on spending the next four days putting the Petronas through some rigorous testing. Check out the video for a short snippet of Hamilton checking out his new car, and also using the new BlackBerry Z10.
The Mercedes will have BlackBerry branding on many areas on the chassis as well as the back headrest. CMO of BlackBerry, Frank Boulben, said this of the partnership, : “Formula One is all about precision engineering, design and innovation – three values that mirror the approach that’s gone into creating BlackBerry 10. It is a natural fit for BlackBerry to partner with the Mercedes AMG Petronas Formula One team to deliver value through technical and marketing collaboration. We have built BlackBerry 10 to keep people moving, and we believe the essence of this will be delivered at many levels through our partnership.” [Source]
I'll definitely be following along with Hamilton's progress this season; any supporter of BlackBerry has my support.