Aston Martin expands partnerships ahead of 2025 F1 season

British luxury skincare brand Elemis has become Aston Martin Aramco’s first Official Skincare Partner in a multi-year deal. The partnership aims to capitalise on the sport’s evolving fan demographic, with women now making up 41% of the audience. Elemis plans to integrate its brand through activations such as limited-edition product collections, trackside hospitality experiences, and a dedicated spa event aboard Aston Martin’s Monaco Grand Prix yacht.

Sustainability is a key pillar of the collaboration, with Elemis becoming the first B Corp-certified partner of the team. The company’s environmentally responsible sourcing practices align with Aston Martin’s broader Make a Mark initiative, which focuses on positive social impact.

Aston Martin Aramco has also confirmed an expanded, multi-year renewal with ServiceNow, the enterprise AI platform for business transformation. Since partnering in 2023, ServiceNow has streamlined team operations through automation and centralised data workflows.

The renewed agreement will see ServiceNow technology further integrated into HR and finance functions, improving operational efficiency and accelerating data-driven decision-making.

ServiceNow branding will remain a visible presence on the AMR25 and, for the first time, will feature on driver race suits throughout the 2025 season.

Saudi Arabian mining and metals company Ma’aden has increased its partnership status with Aston Martin Aramco, becoming the team’s first Principal Partner.

The upgraded agreement builds on last year’s initial deal and forms part of Ma’aden’s strategy to expand its global presence and attract talent to its growing technology-led mining sector.

The partnership will be promoted through a new campaign titled “Unearth Your Greatness”, designed to showcase excellence in both Formula 1 and the mining industry. Ma’aden’s collaboration with Aston Martin will also include social and digital activations, trackside content, and talent development initiatives, including university and internship programmes.

With these latest announcements, Aston Martin Aramco continues to strengthen its commercial portfolio as it prepares for the 2025 Formula 1 season.