Research In Motion, the Canadian handset maker, is getting into F1 for the first time and will have the BlackBerry name on the chassis and headrests of Mercedes’ new Silver Arrows and the racesuits of team drivers Lewis Hamilton and Nico Rosberg.
Frank Boulben, BlackBerry’s chief marketing officer, said the brand and the team had matching strategies of recovery in their fields.
“They think, very much like us, Mercedes is at the beginning of a journey to reclaim the top position,” Mr Boulben said. “We are making a strong comeback with the new platform BB10, so there are very similar trajectories. The two stories marry very well.”
It's good to see that they are really pushing hard with the marketing. If the phone is equal to Apple then many around the world will switch just because they are tired of hearing the word Apple and google. I'm tired of hearing about how much money they make and of the arrogance.