During the race, Swope said all those sensors are being monitored in real time and analyzed to make instant decisions that can make the difference between first place and the back of the pack. Also, data is collected for trend analysis over time.

"All of these are places where Intel'this is what we do for a living,' said Swope. 'Will these cars go faster as a result of our technology? Absolutely. Will they go faster than the other cars? Well, that's why it's a race.'

Swope said the technology that Intel is providing to BMW Sauber is the same technology available to its enterprise customers today. There is also some potential for new development that will benefit the enterprise, said Swope, pointing to simulation technology that Intel has developed for F1 that has applications in industries such as oil and gas.

'There is an association that's kind of exciting," said Swope. "We do like Intel's name being associated with exciting uses of technology and it's kind of fun to do as well.'

Intel made heavy promotional use of Villeneuve during Grand Prix week in Montreal, and Intel of Canada country manager Doug Cooper said one of the messages the company is trying to get out is that Intel is no longer just a processor company. Today, he said Intel's focus isn't on products, but on platforms.