Lenovo announced today a sponsorship agreement with the CURB/Agajanian/Beck team for the crown jewel race within the IndyCar Series – the Indianapolis 500. That is right, the beloved PC manufacturer is making their presence known on the basketball court and on the raceway.
Drawing of the Lenovo sponsored IndyCar. (view large image)
Lenovo is going all out on this advertising campaign, in fact this sponsorship also promotes their relationship with the NBA by highlighting "The Finals" on the car. Not only do they have a relationship with the NBA and the big Indianapolis 500 race this weekend, but they also have the Formula 1 race in Monte Carlo, Monaco. Two races in one weekend means a lot of worldwide brand exposure, which is Lenovo’s goal.
The Lenovo logo will be placed on the black No.98 CURB/Agajanian/Beck Motorsports Dallara/Honda/Firestone car, driven by Alex Barron, for this weekend’s Indianapolis 500 race. Lenovo plays a bigger role than just sponsorship too. We know Lenovo makes some of our favorites notebooks including the ThinkPad T61, the ThinkPad X60 Tablet PC and the upcoming X61 Tablet PC, but now their products are going to be testing and tuning race cars.
A Lenovo notebook PC will form an integral part of starting the IndyCar car before each race, practice and test session. Lenovo PCs will support engineers in car research, test, development and manufacturing. They will support the drivers in their analysis and will support the management team in marketing, logistics, travel and race planning as well as networking, inventory, relationships with clients, sponsors and suppliers, human resources, finance and strategy. Sounds like they will have their plates full.
“IndyCar racing is a data-intensive, computing-intensive endeavor, highly focused and invested in innovation and development, and highly dependent on information technology,” said Tony George, founder and CEO, Indy Racing League, the sanctioning body for the IndyCar Series. “We welcome Lenovo to this community and are excited to be working with the best in the business for PC technology.”