This article contains information about the organisations enjoying branding presence across the assets of Formula One (F1) team Williams Racing as their official sponsors and partners during the 2024 FIA Formula One World Championship season.
Duracell
The British racing team roped in battery and smart power systems manufacturer Duracell as an Official Partner in February 2022 on a multi-year deal.
As per the deal, the Duracell logo features on the Williams race car, driver race suit, and team kit, with the two parties also collaborating on multiple on-ground activations.
Dorilton Capital
The US investment firm bought Williams for €152 million in August 2020 following the team’s decision to change ownership.
Along with owning the team, Dorilton Capital also serves as one of the team’s principal sponsors, with its branding visible on the Williams race car and driver race suit.
Pirelli
Through its over-arching agreement with Formula One, Italian multinational tyre manufacturer Pirelli serves as the Official Tyre Supplier to all F1 teams, including Williams Racing.
Crew Clothing
British lifestyle brand Crew Clothing joined Williams Racing as the Official Supplier of their travel kit in 2020.
In December 2021, the two parties announced a multi-year renewal of their partnership.
Life Fitness
A global leader in commercial fitness equipment, Life Fitness has been the Official Fitness Equipment Supplier of the Williams team since 2016.
The two parties renewed their partnership for a further five years in October 2021.
SIA (Spinal Injuries Association)
In 2015, Williams Racing unveiled a new partnership with Spinal Injuries Association, which saw the latter become the team’s Official Charity.
The partnership has seen Williams Racing work with SIA to provide information, advice, and support to over 50,000 people in the UK who have spinal injuries. The SIA logo also features on the Williams race car.
Williams Racing extended their partnership with SIA in February 2021.
Broadcom Software
A world leader in business-critical software designed to modernise, optimise, and protect hybrid environments, Broadcom Software has been a partner of the Williams team since 2017.
As per the deal, Williams Racing use Broadcom software Symantec to protect themselves from cybersecurity threats.
Gulf Oil International
In February 2023, at the launch of the FW45, Williams Racing announced a long-term partnership agreement with leading oil and lubricants manufacturer Gulf Oil International.
The partnership puts the Gulf branding on the Williams race car, driver race suit, pit stop gantry, and pit stop personnel overalls. Gulf also supports the Williams Racing Driver Academy and Williams Esports divisions, while also collaborating with Williams on a host of marketing activities.
PUMA
In October 2023, Williams roped in PUMA on a multi-year deal as an Official Partner.
The partnership agreement, officially kicking off in 2024, entails PUMA supplying the British team with kit and driver racewear along with manufacturing and distributing replica apparel and accessories.
THG
Manchester-based tech company THG joined Williams Racing as an Official Partner in October 2023 in a deal that saw its sports nutrition brand Myprotein become the Official Nutrition Partner of the team and its digital commerce brand Ingenuity become their Official Technology and Ecommerce Partner. HG Eco, THG’s sustainable solutions advisor, became the Official Sustainability Partner of the team.
The deal puts the Myprotein and Ingenuity brandings on the Williams race car, driver race suit, and team apparel.
Komatsu
Williams Racing inked a long-term partnership agreement with Japanese heavy equipment manufacturer Komatsu in February 2024, which saw the latter become the Principal Partner as well as the Official STEM and Early Careers Partner, Esports Partner, and Construction Machinery Partner of the team.
The deal puts the Komatsu logo on the Williams race car, driver overalls, and team kit.
VAST Data
VAST Data, a tech company specialising in artificial intelligence and deep learning computing infrastructure, joined the team as their Official Partner and a technology vendor on a multi-year deal in February 2024.
The partnership puts the VAST Data logo on the Williams race car and driver overalls.
Stephens
Independent financial services firm Stephens teamed up with the Wantage-based F1 outfit in February 2023 on a multi-year deal, becoming their Official Investment Banking Partner in the process.
Michelob Ultra
Anheuser-Busch’s light beer Michelob Ultra became an official Williams partner in February 2023.
The deal puts the Michelob Ultra branding on the Williams race car and driver race suit.
Kraken
Crypto firm Kraken joined the team as a Presenting Sponsor of their fan zone experiences in 2023.
Coachbuilt Whisky
Jenson Button’s Coachbuilt Whisky signed a licensing partnership agreement with Williams in April 2024, which entailed the former launching various limited-edition whiskies to pay homage to the team’s heritage and journey.
Coachbuilt whiskies are also present in the paddock and other official Williams events.
Keeper Security
Keeper Security, a provider of cloud-based zero-trust and zero-knowledge cybersecurity software to protect passwords, secrets, connections, and privileged access, signed a multi-year deal with the British team in May 2024, coming on board as an Official Partner.
The partnership puts the Keeper Security branding on the Williams driver overalls, race car, team garage, trucks, and screens.
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