Formula One

Martini Supporting Williams F-1 Squad

Martini has come on board as primary sponsor of Williams Martini Racing in Formula One World Championship competition. (Williams Martini Racing Photo)

Martini has come on board as primary sponsor of Williams Martini Racing in Formula One World Championship competition. (Williams Martini Racing Photo)

Williams has secured a new title sponsorship deal with Italian drinks firm Martini, which will see the team renamed as Williams Martini Racing.

The Grove-based squad, who ran their 2014 challenger, the Mercedes-powered FW36, with a ‘heritage blue’ livery during testing, revealed their new look at a special launch event in London on Thursday.

“We are thrilled to welcome Martini to the Williams family and officially launch Williams Martini Racing,” said Sir Frank Williams, founder and team principal. “Williams and Martini share a rich history in the world of motorsport, and the values of our two brands and our shared passion for racing make this partnership a natural fit. It will be great to see the distinctive stripes of Martini Racing return to Formula One once again in unison with Williams.”

The Martini brand’s relationship with motorsport began in 1968 with the creation of Martini Racing and the company has previously sponsored Formula One teams including Brabham, Lotus and Ferrari.

“The decision to partner with Williams was a natural one for us as it provides an unparalleled opportunity for the Martini brand to connect with consumers through one of their lifestyle passions, Formula One racing,” said Andy Gibson, Chief Marketing Officer of Bacardi and President of Bacardi Global Brands, who oversees marketing for Martini. “Williams Martini Racing provides a powerful, integrated marketing platform and delivers dynamic opportunities that will strengthen the Martini brand.”

The new-look Williams team will take to the track for the first time at Albert Park in Melbourne, Australia, next week, with their revised driver line-up of Felipe Massa and Valtteri Bottas at the wheel.

Posted by on Mar 6 2014 Filed under Formula One, Latest Headlines, Top Stories. You can follow any responses to this entry through the RSS 2.0. Both comments and pings are currently closed.

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