A few years ago in the Dave Dorman and Kathy Martine era AT&T had a vision of being a global communications company. To get their they began a long range sponsorship of Formula One automobile racing sponsorship.
That vision has turned into reality this year with their sponsored race team receiving the benefit of all the AT&T technology that is out there.
While most people look at race sponsorship as just visibility, the real key to it is doing business. Race team sponsors have numerous face to face b2b opportunities built in. As a former Sports Marketing executive for many years who sold other sports packages AT&T is making a run for the checkered flag on an international level, and there isn't a better, or more expensive property than F1 to do just that.