Martini signs Williams F1 sponsorship deal

Martini has signed a multi-year sponsorship deal with Williams Formula One racing team for an undisclosed sum, creating Williams Martini Racing.

Martini has announced a multi-year sponsorship deal with Williams Formula One racing team

The Bacardi-owned brand and Williams revealed the 2014 squad’s Mercedes FW36 racing car at an exclusive launch on Thursday 6 March with F1 drivers Felipe Massa and Valtteri Bottas.

The “iconic” Martini Racing stripes decorate the new car and have also be designed onto the team’s kit, as well as the new Williams Martini Racing motorhome in the paddock, featuring Martini Terrazza rooftop destination.

Away from the race course, Martini will be connecting with consumers by providing opportunities for race lifestyle content as well as experiential activations in cities of key races, starting in Barcelona in May.

“We want to connect with consumers and connect them to the lifestyle around F1 and bring it to life for them; the excitement and the pulse of racing and the action it gives you not just on the track but off the track,” said Sandy Mayo, senior global category director of vermouth and sparkling wines.

The activations will be launched in Europe in 2014 with plans to launch in North America, Latin America and Asia in 2015.

The activations will be launched in Europe in 2014 and include gift packs, new bottles and special packaging designs, while going forward limited editions will be released, said Mayo.

“Martini is a really big brand that’s been around for 150 years. Some markets see it as a traditional aperitif but Martini can be drunk in different ways like Martini Royales, as cocktails – these are all part of Martini now and what we’re seeing is consumers drinking Martini in non-traditional ways,” she added.

Martini has a long history with F1 dating back to 1968 when Martini Racing was founded, and the brand has previously sponsored F1 teams including Brabham, Lotus and Ferrari.

“We are thrilled to welcome Martini to the Williams family and officially launch Williams Martini Racing,” commented Sir Frank Williams, founder and team principal of Williams. “Williams and Martini share a rich history in the world of motor sport 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 Racing return to Formula Once once again in unison with Williams.”

The Williams Martini Racing FW36 car will make its race debut on 16 March in Melbourne, Australia, as the 2014 F1 season begins.