The renewal will see the return of exclusive in-person events at global locations throughout the racing calendar, which will bring the world of Formula One to life for the FT’s key commercial partners. As part of the new deal, the FT will also have a presence in Williams’ new digital fan engagement platform.
Now in its third year, the partnership has increased both organisations’ visibility amongst global and influential audiences, says the FT.
The FT logo will remain on the team’s Formula One cars in the upcoming season and will be moving from its current placement to the front wing end plate inside.
James Bower, commercial director at Williams Racing, said: “We are delighted to be extending our partnership with the FT for a multi-year agreement. They have been a trusted and valuable partner and, as Williams and Formula 1 enter an exciting new era from 2022 onwards, it’s great to have them on board to continue to work together and pursue new opportunities, particularly in the digital space.”
David Buttle, commercial marketing and policy director at FT said: “It’s hugely exciting to be extending our partnership with Williams in this new era for the team and the sport. We’ve achieved a lot together over the last three years and have big plans for deepening our collaboration, bringing together our assets and growing our audience and commercial reach collectively.”
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