Formula 1 has just established and interesting partnership with Lenovo adding its sponsorship of the Williams F1 team. Both of these entities are starting from the back of the pack and both are driven to achieve more than just a podium finish.
Williams has not been in the top of Formula One for several years now but appears to have developed a car that could bring it to the winner’s circle. One advantage is that they have been running Bridgestone tires (tyres) for the past season and now Bridgestone is the exclusive provider for the 2007 Formula One season. Since cars are literally designed around the tires this could provide Williams with the advantage they need. Their zero keel front suspension also appears to be the design the majority of F1 teams will adopt this year.
Lenovo is jumping in to sponsor this team, not just with bags of money, but with technology as well. Their press releases make it clear that they are aware of how much these teams rely on technology for their competitive edge and Lenovo plans to be a provider of that technology. This sponsorship is just what Lenovo needs to gain the world wide brand recognition it needs after acquiring the IBM Personal computing business.
This should be an interesting year with Michael Shumacher in retirement. This opens up the field for all the hungry young guns out there.