Williams partners with Interbrand

Frank Williams thus draws a parallel between what his team provides to its own sponsors (who have never been so few) and what one can expect from a listed company: As one of the best Formula One teams, we are used to being among the most famous brands in the world who trust us to showcase their logo on our Formula One cars. It is therefore appropriate that we take the same care of our own brand. We are delighted to welcome Interbrand to the team, and I am certain that they will enhance our marketing standards, which are already very high.

Given that Interbrand, as a subsidiary of the advertising giant Omnicom, is the world leader in this sector, such services can only be imagined with counterparts. One of the cost-effective ways for the team was to welcome Interbrand as an official partner of the team. Although this has not materialized with a presence on the cars of Rubens Barrichello and Pastor Maldonado, the company’s logo will nonetheless be present on the team’s website as well as in its garages and motorhomes. This latter element is all the more strategic as it also serves as a reception area for the team’s high-ranking guests. Interbrand will therefore be clearly visible to top decision-makers, who are its core business.

Since last year, Williams has implemented a number of applications around its brand through the licensing of numerous partners. Interbrand’s involvement is clearly in line with this strategy, as its scope of action includes both merchandising and licensing. Another aspect of its presence will be conducting a research program on the power of sponsorship and the link that can be established with value creation for a brand.

The objective is therefore clear: Williams is in dire need of sponsors and needs to find them as soon as possible. While the track performance is currently lacking, Frank Williams’ team must find other arguments, and Interbrand is there to come up with convincing ones.

With the participation of RacingBusiness.fr