BMW just embarked on the ambitious goal of making the world’s fastest racing drones, inking a development deal with the Drone Racing League.
According to the league’s CEO, the partnership will boost the German automaker’s reach among millennials.
“We’re attracting a young, excited audience that’s interested in things like technology, video games, drones,” Nicholas Horbaczewski told Cheddar. “So [for brands like BMW] it’s a way to reach those consumers. In the past two years we’ve had over 55 million TV viewers.”
And the DRL is not just about the excitement of the sport, it’s also about the technology. Last year members hand-built a drone with a speed of 162 miles per hour, a record it hopes to break with the help of BMW.
“All the technology that’s used in the league is developed by DRL,” Horbaczewski said. “We design the drones in-house, we design the radio communication equipment in-house … It’s truly a technology innovation company.”
The BMW deal wouldn’t be DRL’s first, though. The league has also partnered with companies such as Swatch, Cox Communications, and insurance firm Allianz.
For the full interview, [click here](https://cheddar.com/videos/the-drone-racing-league-teams-up-with-bmw).
Nugget ice is booming across America. Middleby CEO Tim FitzGerald explains the craze, restaurant demand and why the trend could become a major growth engine.
Wearable robotics are moving beyond sci-fi. Dephy CEO Luke Mooney explains how its smart ankle exoskeleton is changing mobility, recovery and everyday movement.
Voice AI is moving into cars, restaurants and customer service. SoundHound CEO Keyvan Mohajer explains the company’s growth and the future of voice-powered AI.
Americans are still spending, but rising anxiety over jobs, AI, housing and tariffs tells a different story. Kearney Consumer Institute’s Katie Thomas explains.
Disney is back in focus after Q3 earnings. Investors are watching streaming profits, theme parks and ESPN as the entertainment giant looks for its next catalyst
