Williams F1 Confirms Martini as Title Sponsor at Unveiling of New Car

Williams F1 have officially revealed their Martini title sponsorship deal with the unveiling of their new car for the 2014 season.

The sponsorship deal, which has been rumoured for some time and was leaked on social media pages, was unveiled at a press conference showcasing the new car. The team will now be known as Williams Martini Racing.

The new distinctive look is new for Williams but Martini’s colours have become an familiar image for motorsport fans over the years. The company first became involved in sportscar racing with Porsche in the late 1960s before switching to F1 in the early 1970s.

By the mid-1970s, Martini had forged alliances with first the Brabham team and later Lotus, and continued to heavily sponsor sportscars and rallying into the 1980s.

“We are thrilled to welcome Martini to the Williams family and officially launch Williams Martini Racing,” said Sir Frank Williams.

“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 1 once again in unison with Williams.”

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.”

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