Williams does not want to be renamed and prefers to go without a title sponsor
In 2024, Sauber and AlphaTauri sold their naming rights. Williams, who could have been tempted financially by this exchange, categorically refuses to give up its name.
Williams doesn’t want to hear about it. In Formula 1 history, many teams have chosen to sell their naming rights. In 2024, two teams on the grid will carry brand names. Sauber will be named Stake F1. The second team will be Visa Cash App RB, formerly known as AlphaTauri.
These name changes are rarely appreciated as they solely represent a financial aspect. Some teams like Sauber are accustomed to these name changes. The Swiss team has adopted the names of various constructors who have acquired its rights (formerly Alfa Romeo then Audi in 2026). In this context, the teams are not criticized. However, the case of Visa Cash App RB has been strongly attacked. The Italian team sold its name to a company unrelated to the automotive industry.
Ethical reasons
The Williams team could have been tempted by this sale. The British team has been facing financial difficulties for many seasons. Without any road vehicle production chains, Williams relies entirely on its sporting results, shareholders, and TV rights. This kind of agreement could have represented a significant financial contribution. However, James Volwes is categorical. As long as he is the director of the team, they will not sell their naming rights.
“Only a fool would get rid of the name Williams,” stated the English engineer during a press conference. “I believe it is one of the biggest brands in motorsport, certainly in the United Kingdom. I don’t want to change it. Frank and his legacy remain within us. It is a huge heritage of nearly 50 years of cars and champions.”
Preserve the Williams legacy
Williams is a historic name in Formula 1. The team started racing in this category, under its own name, from 1975. The English garage has won nine constructor championships in its history and seven victories in the driver’s world championship. Therefore, James Volwes sees no interest in giving up his name to an unknown Formula 1 brand.
« I still don’t know the new name of AlphaTauri and I was in an F1 commission earlier and they mentioned it, but it doesn’t matter, joked the former Mercedes employee. « Their new name is a brand. And that’s part of the problem, it has no heritage. It has no weight in my mind. You create a legacy through championships, growth, through a huge number of people who believe in you and follow you. »
James Volwes added: Williams means a lot to me. It’s the first team I truly followed, and it’s the one I want to stay with.
For its 2024 race car, Williams has decided to pay tribute to Frank Williams by subtly incorporating the creator’s arrow.
