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Ignition - - Bmw Turns 100 Into Revolution - BY LEE BAILIE | PHO­TOG­RA­PHY BY LEE BAILIE AND GETTY IM­AGES rior to em­bark­ing on a four­day jaunt to at­tend the 2016 Cana­dian Grand Prix

in an un­sea­son­ably cold Mon­treal, I was hav­ing a hard time re­mem­ber­ing any­thing about my pre­vi­ous visit to Canada's For­mula One race in 2011.

My mem­ory did, how­ever, even­tu­ally recall Jen­son But­ton's last-to-first win in a rain-soaked af­fair that had to be tem­po­rar­ily halted be­cause the down­pour was too in­tense for rac­ing.

No rain this time around, as I at­tended the week­end fes­tiv­i­ties as a guest of Shell Canada in an ef­fort to learn more about its decades-long part­ner­ship with Fer­rari – known of­fi­cially as the Shell In­no­va­tion Part­ner­ship with Scud­e­ria Fer­rari – one of For­mula One's true glam­our teams.

It's an ar­range­ment that ex­tends far be­yond the usual big-money mo­tor­sports spon­sor­ship that is pri­mar­ily about brand­ing and ex­po­sure as a means to sell more prod­uct.

While Shell's deal with Fer­rari does de­liver those ben­e­fits, they're an­cil­lary next to the tech­ni­cal in­no­va­tions de­rived from the long-run­ning part­ner­ship, which dates back to 1929, more than 20 years be­fore For­mula One be­gan in 1950.

The part­ner­ship has proven to be ex­traor­di­nar­ily suc­cess­ful over the years,

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