SportBusiness.com

Jaguar Racing partners EDS software

Formula One's Jaguar Racing and EDS have struck a technology sponsorship agreement which will allow EDS to showcase its digital design software.

Under the three-year agreement, EDS becomes an official technology partner to the Jaguar Racing Formula One team.
"At a time when many F1 teams are commenting on sponsorship difficulties within the business, we are delighted with what is both a significant, long term sponsorship deal and state-of-the-art technology that will benefit Jaguar Racing and its partners,'' said Jaguar Racing Team principal Niki Lauda.
"In one of the most time-critical businesses in the world, this gives us a leading edge in both development time and ultimately, competitiveness. Because our development process is entirely digital, we are able to make changes and experiment with new configurations at a faster pace than many of our competitors."
Don Uzzi, senior vice president of global advertising, marketing and communications for EDS, added: "This is a natural way for EDS to raise its global brand profile while demonstrating what we do. Formula One is all about managing complexity and deploying technology to maximise its value.''
The 2002 Formula One racing season begins with the Melbourne Grand Prix on March 3.