7th March, 2014 by Lauren Eads
Martini has signed a multi-year sponsorship deal with Formula 1 racing team Williams creating the Williams Martini Racing brand.
In addition to exclusive naming rights, the Martini racing stripes will adorn the new Williams Mercedes FW36 race car, the drivers’ overalls and crew team kit and the new Williams Martini Racing motorhome which features the Martini Terrazza – a rooftop bar.
Sir Frank Williams, founder and team principal of Williams, said: “We are thrilled to welcome Martini to the Williams family and officially launch Williams Martini Racing.
“Williams and MARTINI share a rich history in the world of motorsport, and the values of our two brands and our shared passion for racing make this partnership a natural fit. It will be great to see the distinctive stripes of Martini return to Formula One once again in unison with Williams.”
Racing fans will also be able to purchase Williams Martini Racing merchandise throughout the European race season.
Andy Gibson, chief marketing officer of Bacardi and President of Bacardi Global Brands who oversees marketing for Martini, said: “The decision to partner with Williams was a natural one for us as it provides an unparalleled opportunity for the Martini brand to connect with consumers through one of their lifestyle passions, Formula One racing.”
“Martini will give consumers a taste of life in the fast lane, bringing a renewed sense of Italian style and glamour to the track and beyond. Williams Martini Racing provides a powerful, integrated marketing platform and delivers dynamic opportunities that will strengthen the Martini brand.”
Drivers Felipe Massa and Valtteri Bottas will drive the teams hopes for the European race season behind the wheel of The Williams Martini Racing-branded FW36 which will make its race debut on 16 March in Melbourne, Australia.
Martini made its first foray into Formula One in 1972 partnering with Tecno for a one-year deal, and then returned in 1975 as a partner of the Brabham team, which continued for three years, and from 2006 to 2008 Martini was the official partner of Scuderia Ferrari.