Williams Lands Multi-faceted Deal

Williams Racing has agreed a multi-year partnership with global proprietary technology platform THG.

The deal has been announced ahead of the 2023 United States Grand Prix in Austin on 29^th October and sees THG join the British Formula 1 team as a new official partner across ‘nutrition, technology, ecommerce and sustainability’.

The partnership has been described as collaboration of two organisations that ‘elite performance through data-driven technology and innovation’ which aims to ‘go big on increasing performance on and off the track for drivers, team members and fans alike, leveraging the vast and growing global audience of the sport.’

Formerly known as The Hut Group, Manchester-based THG is set to work alongside the Oxfordshire-based Formula 1 team by providing ‘nutrition, ecommerce solutions and sustainability expertise’ via a number of its different brands.

THG’s Myprotein, an online sports nutrition brand, joins as Williams Racing’s official nutrition partner, while Ingenuity, THG’s digital commerce offering, becomes an official technology and ecommerce partner and will provide the data-driven technology to manage the global fulfilment of Williams Racing merchandise for ecommerce.

As part of the deal, both Myprotein and Ingenuity branding will feature on the FW45 race cars and across driver race suits and Williams Racing team kit.

In addition, THG Eco, a sustainable solutions advisor, has been named Williams’ official sustainability partner, with the team ‘leveraging this expertise to realise effective measurement of carbon.’

James Vowles, Team Principal at Williams Racing, said, “We are thrilled to announce our global partnership with THG.”

“Williams Racing has always been known as a disruptor in the racing world, including championing new technologies and challenging the status quo through innovation.

“We have found an equally future-focused and ambitious partner in THG, a British data-driven tech group and brand builder on the global stage and we’re excited to take on this journey together.”

Matt Moulding, Chief Executive Officer of THG, added, “In a world where nutrition fuels performance, technology drives innovation and sustainable practices protect our environment, THG is perfectly positioned to bring our expertise to Formula 1 – the pinnacle of global motorsport.”

“This partnership represents a merging of expertise to drive THG and Williams Racing towards a future defined by innovation and sustainability.”