Founded by former racing driver Sir Frank Williams and automotive engineer Patrick Head, Williams Racing was born in 1977.
The British team, based out of Grove, made their Formula One debut at the 1977 Spanish Grand Grix and since then haven’t looked back. Williams won their first race at the 1979 British Grand Prix courtesy of Clay Regazzoni and won their first Drivers’ and Constructors’ Championships in 1980. Today, they are one of Formula One’s most successful teams with nine Constructors’ and seven Drivers’ titles.
Here are Williams’ sponsors for the 2023 F1 season.
The British racing team onboarded battery and smart power systems manufacturer Duracell as an Official Partner in February 2022 following a multi-year deal. As part of the deal, the Duracell logo features on the Williams race cars, driver race suits and team kits, with the two parties also collaborating over multiple on-ground activations.
Williams signed hybrid cloud data protection and storage firm Acronis as their Technical partner back in February 2018. The agreement sees Acronis provide the team with innovative data protection solutions, including backup, disaster recovery, software-defined storage, and file sync and share.
The US investment firm bought Williams for €152 million in August 2020 following the team’s decision to change ownership. Along with the ownership, Dorilton Capital also serves as one of the team’s principal sponsors, with the Dorilton branding visible on the Williams race car and race suits of the drivers.
In April 2019, Williams inked a new partnership with British financial newspaper Financial Times. The multi-year deal puts the ‘FT’ branding on the Williams car, with the two parties also collaborating over various digital and media activations. The two also work together on the Sports Innovators Series, a forum set up in 2020 for discussion around areas of sport undergoing transformation.
Both FT and Williams renewed their partnership following a multi-year extension in February 2021.
Williams announced Bremont as their Official Timing and Watch Partner in March 2021. The partnership sees Williams drivers and other members of the team endorse Bremont watches off the track.
Sports brand Umbro was unveiled as Williams’ Official Team Kit Supplier in August 2020. The partnership not only sees Umbro supply the team with kits but also puts the Umbro logo on the front wing end plate of the Williams race cars.
Tyre manufacturer Pirelli is the Official Tyre Supplier of the British racing team via its partnership with Formula One.
Coating and paints manufacturer PPG has been an Official Partner of the Williams team since 2003. Williams use PPG products on their race cars and for general use at their factory in Grove. PPG provides lightweight coatings and paints that are focused on weight reduction and presentation. As per the deal, PPG branding also features on the Williams race trucks, hospitality and garages.
In June 2021, both parties announced a multi-year extension to their partnership.
Williams announced OMP Racing as their Official Supplier of Technical Performance Products in February 2021. OMP provides the team with its latest generation of safety harnesses for the race cars and also kit bags and branded luggage. OMP Racing also enjoys branding visibility on the Williams race suits, seatbelts and driver headrests.
British lifestyle brand Crew Clothing joined the Williams team as the Official Supplier of the team’s travel kit in 2020. Crew Clothing supplies the team with travel kits. In December 2021, both parties announced a multi-year renewal.
A global leader of real-time streaming analytics, KX was announced as an Official Supplier of the Williams team in April 2021. The partnership sees KX implement for Williams its total analytics solutions, combining real-time analytics, a time-series database, complex event processing, machine learning and data visualisation tools in one platform, which is aimed at enhancing the team’s performance on track.
One of the world leaders in optics and optoelectronics, ZEISS signed a multi-year partnership with Williams in March 2021, joining on as an Official Supplier. ZEISS provides the team with a range of equipment benefiting different departments. The partnership has also seen the installation of a new, class-leading Metrotom 1500 industrial computed tomography system at Williams’ factory in Grove to expand the team’s in-house capabilities and deliver greater insights into the quality and integrity of components, ensuring a precise, accurate and robust quality control process.
A global leader in commercial fitness equipment, Life Fitness has been the Official Fitness Equipment Supplier of the Williams team since 2016. Life Fitness provides the team with its latest equipment. Both parties renewed their partnership for a further five years in October 2021.
Security software provider Dtex Systems inked a technical IT partnership with Williams in January 2015. The partnership has seen Dtex introduce its systems to the Williams team to provide them with state-of-the-art cyber security. In October 2020, the partnership was extended following a multi-year agreement.
SIA (Spinal Injuries Association)
In 2015, Williams unveiled a new partnership with Spinal Injuries Association, which saw the latter become the team’s Official Charity. The partnership has seen Williams work with SIA to provide information, advice and support to 50,000 people in the UK who have spinal injuries. The SIA logo is also visible on the Williams race cars.
Williams extended their partnership with SIA in February 2021.
Bang & Olufsen
In March 2022, luxury audio brand Bang & Olufsen joined Williams as an Official Team Partner. The partnership sees B&O work with the team to create unique fan experiences along with having its logo present on the Williams race car.
A world leader in business-critical software that is designed to modernise, optimise and protect hybrid environments, Broadcom Software has been a partner of the Williams team since 2017. Williams use Broadcom’s software Symantec to protect themselves from cybersecurity threats.
Gulf Oil International
In February 2023, at the launch of the FW45, Williams announced a new long-term partnership with leading manufacturer of oil and lubricants, Gulf Oil International. The partnership sees the Gulf branding present on the Williams race-car, driver race-suits, pit-stop gantry and also on the pit-stop personnel overalls, while Gulf also supports the Williams Racing Driver Academy and the Williams Esports divisions, supporting the young drivers and providing them with a wider reach. Gulf and Williams also collaborate on a host of marketing activities.