Williams Racing Appoints Pumpjack Dataworks To Digital Innovation Programme
Williams Racing has appointed US-based customer data platform PumpJack Dataworks to a new Digital Innovation programme.
The F1 team says the move will see a significant development of its data acquisition and fan experience capabilities.
“The traditional models of sports sponsorship and customer engagement are no longer relevant or sustainable and the appointment of PumpJack is one more step we are taking to ensure Williams remains at the forefront of innovation both in our core purpose of racing in Formula One, but also in how we engage with our fans and deliver value for our partners,” said Tim Hunt, Commercial and Marketing Director, Williams Racing.
Nick Goggans, Co-Founder and CEO of PumpJack Dataworks added: “We are so excited to be working with such a well-known and well-loved brand in sport as Williams. They have built a significant global following in their 40 years of racing and we are looking forward to realising the opportunity that this engaged fanbase provides.”
Williams says the project will complement its Commercial Innovation programme, and aims to further disrupt traditional sports rights deal structures and revenue models. In April, it further bolstered the programme with the appointment of 1920 Worldwide to support the development of the initiative.
