Capgeminis surprising tack: making the wind and much more visible [Video]

It may sound surprising, but Capgemini – long recognized for its IT services – has branched out to help develop a futuristic aircraft capable of vertical takeoff, powered by electricity, hydrogen and a bit of jet fuel.

It’s a testament to how the company has evolved from a single-focus IT outfit into a multi-faceted enterprise spanning consulting, engineering, design and data science.

Yet the company’s expansion poses a significant marketing challenge. How does a company communicate that breadth of expertise – especially if it’s still seen primarily as a technology services provider?

One unexpected tactic has been to invest in major sporting sponsorships – an approach usually dominated by high-end consumer brands. From rugby to golf’s prestigious Ryder Cup, and most notably the America’s Cup, Capgemini is tapping into major global sporting events to show – rather than tell – what it can do.