ponsorship in many sports doesn’t involve much more than slapping a logo on overalls or advertising banners around the team’s grounds. Not in Formula One.
Many of the sponsors in the auto racing series provide not just cash but also specialist resources that can boost the team’s performance. One of the best examples of this is telecoms operator BT, which partners with Britain’s Williams team and has saved it tenths of seconds on the racetrack. In the turbocharged world of F1, that can make the difference between winning and losing.