BMC extends its partnership with Formula 1 team Red Bull. What started as a technical collaboration in 2018 has grown into a full-fledged partnership between the bike manufacturer and the Oracle Red Bull Racing team. This official partner status will put the team’s F1 riders on BMC bikes on and off the track. It will also see athletes from the cycle and car side together at events.
Swiss bike brand BMC and Red Bull Advanced Technologies – the engineering division of Red Bull Racing – teamed up in 2018. The goal was to work on bringing F1 technology to the cycling experience. After two years of research and development, including Red Bull engineers teaching computational fluid dynamics techniques to BMC staff, the partnership entered the prototype phase.
So after four years together, BMC becomes an official partner of Red Bull Racing and expanding the relationship seems like a logical next step. Especially on the marketing side.
Red Bull Racing gets new pits
The deal will put Red Bull Racing riders Max Verstappen and Sergio Perez on BMC bikes. They will use the bikes to learn and explore race tracks and practice. Red Bull riders and crew will use trackside BMC bikes. This includes moving his people around the paddock on race weekends.
Red Bull team personnel will also use BMC’s bikes to commute around the Red Bull Technology Campus in Milton Keynes, UK, the factory where F1 cars are designed and built.
Brand activities that include F1 team drivers and other BMC brand athletes will begin soon. The first of these brand building exercises will begin in a few weeks. BMC jokingly says the announcement will take place at “one of the biggest sporting events in the world.” With several big F1 and cycling events in April, we’ll have to wait and see which one gets the announcement.
The CEOs of each company focus on different parts of the partnership.
“Taking what has been an ongoing and inspiring high-tech collaboration between BMC and Red Bull Racing to the next level allows us to elevate our performance and engineering capabilities and inspire both our fans and riders to” create speed,” said BMC CEO David. Zurcher, focusing on the technical side of the arrangement.
At Red Bull Racing, CEO Christian Horner talks about the benefits of greater visibility and engagement. “We have worked closely with BMC for nearly four years and applying Formula 1 technologies to performance cycling has yielded impressive results. Now we are building on that success to encompass a new partnership that increases visibility , improves engagement and connects cycling and motorsport fans in innovative ways,” said the team boss.