Williams Racing Unveils 2023 Sponsors
British Formula 1 team Williams Racing has secured a multi-year partnership with Gulf Oil International.
Williams Racing’s new deal with one of the world’s leading manufacturers of oils and lubricants follows the motor racing team’s acquisition by private investment firm Dorilton Capital in 2020, and a subsequent increase in commercial activity.
The partnership will see Gulf branding adorn its new FW45 car, race driver suits, pitstop gantry and some of the team’s key pitstop personnel.
The new relationship will expand beyond the Formula 1 team, with Gulf also linking up with the Williams Racing Driver Academy and Williams Esports.
The pair will collaborate on a number of marketing activations over the course of the agreement, as Gulf aims to ‘reach new audiences’, with a focus on ‘younger generations’ through ‘digitally-enabled fan engagement opportunities’.
Matthew Savage, Chairman of the Board, Williams Racing, said, “I am incredibly excited about this partnership between Williams Racing and Gulf, a renowned and trusted global brand, who have put their trust in us as a long-term partner.
“This signifies the strength of our brand and commercial offerings as we continue our transformation. Gulf and Williams Racing share an illustrious motorsport heritage and, together, we are making history with this partnership.”
James Bower, Commercial Director for Williams Racing, added, “We’re incredibly proud to be partnering with Gulf, a leading global manufacturer in the industry and a distinguished brand within motorsport.
“Our partnership demonstrates the ongoing effort by the team to develop our brand and commercial proposition. It’s a testament to the team and to Gulf for joining us on this journey and I’m eager for fans to experience what we have planned.”
Mike Jones, CEO, Gulf Oil International, added, “Gulf has a proud history in motorsport with some of the most iconic and respected teams, and Williams Racing is no exception. Together we share decades of motorsport experience to bring motorsport, Formula 1 and Williams Racing fans closer to the sport they love through our partnership.
“We are also excited to expand our foothold in motorsport through the Williams Racing Driver Academy and Williams Esports. Together we share a vision of a bright modern future for motorsport on and off the track; made possible through our common culture of partnership and innovation. This makes Williams Racing the perfect partner for Gulf, and we’re excited to start this next chapter of our iconic motorsport story.”
Williams Racing announced the deal at its 2023 car launch on Thursday 6th February, when it also unveiled another deal, a new regional partnership with Michelob Ultra.
The Anheuser-Busch-owned beer brand will become the North American beer partner of Williams Racing.
Under terms of the new agreement, Michelob will benefit from branding on Williams’ car all season, activation opportunities at all four races in the US and Canada and use Williams’ drivers Alex Albon and Logan Sargeant – the first American driver in Formula 1 since 2016 – to create digital content.
