Why is Intel in Formula 1?

CNET reported last week that the world's biggest semiconductor company is about to announce a major rebranding program next week at the Consumer Electronics Show. The tagline "Intel Inside" will be replaced with "Leap Ahead," and the company will get a brand-new logo (pictured).
Intel wants to change the public's perception of the company as it moves from being a chip supplier to new technologies, products and services. As a technology-oriented sports series with a huge, upmarket global audience, Formula 1 is an ideal vehicle to carry Intel's new identity to the worldwide market. Intel recently announced a major sponsorship deal with Williams F1.

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