March 06, 2023

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Take a ride with us as we enter the high-speed world of Formula One

Hyland is teaming with a group of up-and-comers. Buckle up.

Ed McQuiston

Ed McQuiston

Executive Vice President & Chief Commercial Officer

Valtteri Bottas stands near his Alfa Romeo F1 car.

Hyland is an Official Partner of Alfa Romeo F1® Team.

Have you ever driven a hot, cramped, open-wheel race car at speeds exceeding 200 mph while approaching a hairpin curve?

OK, I haven’t either.

Valtteri Bottas has. In 2016, Bottas reached an incredible 234.9 mph in a practice run and was clocked at more than 231 mph during the Mexican Grand Prix.

We’ll never know how exhilarating — and terrifying — that is. But we are getting a taste of what it’s like to see the Hyland logo on the halo of Alfa Romeo F1 Team ORLEN’s C42 cars as they speed by.

Hyland recently announced partnerships with Alfa Romeo F1 Team ORLEN and with Bottas, who has changed teams after five years with Mercedes. Bottas was an integral part of a Mercedes team that claimed the constructors’ championship in each of the five seasons.

If you’re among the more than 100 million fans who will watch a Formula One race this season, you might notice that Hyland is well represented on the cars driven by Bottas and Zhou Guanyu. You might also see our logo on Bottas’ fire suit and helmet, or even on race transporters and interview backdrops. But this partnership goes well beyond logo placement and speed records.

This is about shared visions and values, and making informed, data-driven decisions with the speed and agility that’s required in the ultracompetitive worlds of motorsports and technology.

Meet Valtteri Bottas

Valtteri Bottas, Hyland’s newest brand ambassador, is a down-to-earth, fast-driving, coffee-loving native of Finland.

Bottas is new to Alfa Romeo F1 Team ORLEN, but he’s established quite a resume entering his 10th Formula One season. He has 10 career wins and 67 podiums, plus five consecutive top-five finishes in the driver standings. In 2019 and 2020, Bottas was the F1 runner-up to former teammate Lewis Hamilton.

Hamilton, a seven-time Formula One champion and the winningest driver in Formula One history, said Bottas “is the best teammate there has ever been in this sport.”

Where Bottas really stands out, Hamilton said in a social media post, is as a human being.

“You are greater than you know, and I know there’s a bright future ahead for you,” Hamilton wrote.

How’s that for an endorsement?

Bottas is also known for his love of coffee. He co-owns a roastery in Finland, Kahiwa Coffee Roasters, that believes “good coffees only exist if farmers are doing well.”

Before he was downing espressos, Bottas was racing go-karts — beginning at age 6. It turns out kart competitions and practicing your craft on icy, snowy roads can be a pretty good training ground for a star driver.

We’re thrilled to welcome Bottas to our growing team. His ability to bridge the type of core values that are recognized by the likes of Lewis Hamilton while displaying the speed, competitiveness and performance required on the track reminds us so much of Hyland.

Formula One: A Global Phenomenon

Hyland’s expanded professional sports roster now includes a sport that attracts a global audience. Whether you’re in the driver’s seat or the C-suite, the lure of Formula One is inescapable.

F1 diehards — along with more casual fans who might have gotten hooked on “Drive to Survive,” the Netflix series whose fourth season recently launched — are aware that the 2021 season came down to the final lap. Max Verstappen overtook Hamilton in a season finale that was more dramatic than many scripted shows. (You want controversy? There was plenty!)

The F1 frenzy, though, started well before the crazy finish in Abu Dhabi.

  • According to Formula One, the cumulative TV audience for 2021 was 1.55 billion.
  • The number of unique viewers on TV (those who watched at least one race) reached a whopping 445 million.
  • The average global audience for a Grand Prix race was 70.3 million last season.
  • ESPN drew an average of 934,000 viewers per race, a tally that was up 54% from 2020 and was 39% better than the 2019 norm.

As a leading content services provider with more than 4,000 employees around the world and customers in more than 90 countries, we especially like these numbers: The 20 full-time F1 drivers represented 15 countries in 2021.

Zhou is the first Chinese driver in F1 history. He’s partnering with Bottas on a revamped Alfa Romeo F1 Team ORLEN that has new drivers, a new car (the C42) and heightened expectations.

Alfa Romeo F1 Team ORLEN and Hyland: Teams on the Move

Hyland is partnering with an up-and-comer in Alfa Romeo F1 Team ORLEN. Don’t look now, but Bottas and Zhou finished sixth and 10th in the F1 season opener in Bahrain!

We hope our new partnership produces real, tangible benefits that provide a push as Alfa Romeo F1 Team ORLEN climbs the ranks in Formula One.

Our partners — and our customers — rely on AI-driven insights that put the right information in the right hands at the right time. Doing so drives better performance and helps them stay ahead of the competition.

It’s an exciting time to be aligned with Hyland.

And it’s a heck of a time to partner with Alfa Romeo F1 Team ORLEN.

Buckle up. It’s going to be an enjoyable ride.