also noteworthy, is that this wasn't just a 'marketing deal' per se but an "enterprise partnership"

The Mercedes F1 team runs its business on BB hardware and software.

"The Mercedes F1 Team uses more than 200 BlackBerrys including Blackberry Z10s, Q10s, Z30s and Passports. It's these along with BlackBerry Enterprise Sever 10 (BES10) which seem integral to the day-to-day running of the business."