Dell + Intel

To amplify their presence in one of the world’s most high-performance environments, Dell and Intel leveraged their Formula 1 sponsorship to do more than build visibility. They used it as a platform to showcase the power of their latest processor technologies in a setting where speed, precision, and performance define success. Anchored in a clear message — the fastest cars paired with the fastest processors — the activation connected cutting-edge computing directly to the intensity of the sport.

At the Circuit of The Americas in Austin, TX, we translated that idea into a fully integrated, invite-only experience for their most important audiences. Every element was designed to feel cohesive, from VIP save-the-date teasers and branded registration to an on-site environment where signage, uniforms, and hospitality reinforced a unified narrative. Premium access, curated moments, and hands-on experiences including driver meet-and-greets and ride-alongs brought guests closer to the action, turning a sponsorship into something tangible and memorable.

Behind the scenes, close collaboration with the COTA sponsorship team ensured prime access and a frictionless, high-touch experience for a highly targeted C-suite audience.

More than a single event, the program became a consistent platform for engagement and connection. By aligning advanced technology with one of the fastest sports in the world, Dell and Intel created an experience that not only elevated brand perception, but made their innovation feel immediate, relevant, and real.

Impact:

With more than 100 senior-level attendees each day, the experience became a powerful platform for strengthening business relationships at the highest level.

Sustained over a 10-year commitment, the program continues to grow in both scale and investment, reinforcing Dell and Intel’s position as leaders in high-performance computing and reshaping perception through direct, high-impact engagement.