Formula One racing team appoints Orange Bus as its digital partner

F1 team appoints Orange Bus to digital partner

Formula One team, Sahara Force India, has announced Orange Bus as digital partners in a multi-year deal.

Over the last decade the team has grown and positioned itself at the sharp end of the Formula one grid. With the digital landscape of Formula One entering a new era, teaming up with Orange Bus will allow Sahara Force India to bring its fans the ultimate experience, whether on desktop or mobile, and to offer new ways to follow the team as the season unfolds.

Orange Bus will deliver a range of exciting new solutions for the team, including its new website, which it unveiled today. As a leader in agile development and emergent technologies, Orange Bus innovators are matched to projects based on specialist skills in UX, technical engineering and languages, project and account management, quality assurance, and creative design.

Vijay Mallya, team principal and managing director of Sahara Force India, said: “We’re a global team with global ambitions and we are aware of the untapped potential of the digital realm when it comes to reaching out to our worldwide fans. Orange Bus impressed us with their vision and we are looking forward to working with them to develop an online presence suited to a Formula One team. These are going to be exciting times for our followers.”

Julian Leighton, chief executive officer at Orange Bus said: “We're delighted to announce this partnership. Sahara Force India share many of Orange Bus’s core values: they've achieved major success with a fraction of the budget of the supposed big players around them; they have demonstrated that if you’re smart, anything is possible - something we've always believed in and aspired to at Orange Bus.”

Orange Bus designs solutions to complex problems for clients across the private and public sector. Its agency teams create digital strategies, software and experiences solving business challenges for customers including international brands and UK Government departments.

Client partners invest in user-focused design and technical innovation, among them are HMRC, HP, Barbour, Philips and the NHS.

Naomi Taylor

Naomi Taylor is membership manager at The Drum Network, covering members' news, insights and publications.

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