BMW Sauber dials up O2 deal.

Despite claiming that its partner roster had been completed by its deal with Intel, the new BMW Sauber F1 team will also have the support of mobile phone operator O2 Germany in 2006.

The partnership sees O2 extend its previous Formula One involvement and its existing relationship with BMW, and goes beyond conventional sponsoring, with the Munich-based network provider planning to offer team merchandise in its stores, and adding a wide range of motorsport-related WAP, MMS and SMS information services. The team, in return, will make its mobile phone calls through O2.

The connection between the two companies has a history, as O2 was an official supplier to the BMW WilliamsF1 team before last season's split between engine and chassis builder. It was also a team partner of BMW Motorsport during its one-two victory in the N? 1/4 rburgring 24 Hours in 2005. O2 (Germany), which is the arm of the telecoms giant involved with the F1 team, is a subsidiary of O2 plc.

"It is important for us to have partners who apply the same high standards to their products," BMW's Mario Theissen said of the deal, "O2 stands for quality, innovative solutions and user-friendliness. We are looking forward to working together."

While not quite on the same scale as market rival Vodafone, which will become title sponsor of the McLaren team in 2007, having enjoyed a successful relationship with Ferrari in recent years, O2's partnership with BMW Sauber underlines the shift that motorsport is taking towards technology sponsors as the traditional tobacco partnerships burn out.

"O2 and the BMW Sauber team share the same striving for perfection," confirmed O2 CEO Rudolf Gr??ger, "Both partners focus on innovation and use the latest technology to achieve rapid success."