Roughly eight months into its partnership with Richard Childress Racing, Dell, Inc. is gaining traction.

The computer technology company partnered with the NASCAR team as a platform to demonstrate its expertise in the Internet of Things—a term used to describe the growing trend of physical objects with networked connectivity.

Dell is working with RCR on leveraging big data, analytics and connected devices to give the team a competitive edge on the track.

“The Internet of Things is starting to explode, and everyone in pro sports is chasing it. For us, it’s critical that we have connectivity from the race track to the shop to the car,” said Ben Schlosser, RCR chief marketing officer.

The two organizations spent the better part of 2015 getting to know each other, learn each other’s processes and identify priority projects, he said.

Identifying priority projects in the technology space can be a challenge, said Schlosser, pointing to lessons learned from RCR’s partnership with Dow Chemical Co. Similar to how Dell is introducing the team to new technology, Dow supplies next-generation materials designed to improve vehicle performance and safety.

“As with any of these partnerships, people get excited. We have to sort through 80 ideas to find the critical places where we need to focus.”

While the Dell partnership has centered on engineering and competition, the two organizations may eventually expand the relationship outside the RCR shop, said Schlosser, pointing to wearable technology that monitors heart rates and hydration as an example.

“We’re starting to look at some of those things with our pit crews and drivers.”

Although the current partnership centers on technology integration, Schlosser does not rule out the possibility of a larger package with marketing rights.

“Neither of us are rushing to make that the focal point. We want to build out the backbone, and then we’ll figure out how to use it from a marketing perspective.”

Dell has already benefited from the relationship on the new business front. RCR introduced Dell executives to a Fortune 500 sponsor at a race, a meeting that led to conversations about a potential business partnership.

“The meeting blossomed into a potentially large relationship. That wouldn’t have happened if we didn’t make the introduction.”

Outside of NASCAR Dell focuses on the Dell World Golf Championships-Match Play. The company uses the sponsorship as a global platform to engage IT and business decision-makers.

The World Golf Championships replaces Dell’s sponsorship of the Caterham F1 team—a partnership that ended following the team’s demise in 2013—and Emirates Team New Zealand in the 2013 America’s Cup.