Martini will no longer sponsor Williams after 2018
The Williams team and its title sponsor Martini have announced the end of their collaboration at the end of 2018. The British team is looking for a new major partner for the upcoming seasons.
The sponsorship contract between Martini and Williams will end at the end of this season, bringing to a close five years of a more or less successful relationship from a sporting perspective.
The Italian alcohol brand did not wish to continue the adventure, preferring to redirect its advertising approach to other areas: « We discussed an extension beyond 2018. While both parties wanted to continue, the Bacardi group [editor’s note: owner of the Martini brand] told us they wanted to completely withdraw from Formula 1 after the end of our contract this year. They have several brands to promote, so their advertising strategy is constantly evolving. » confirmed Claire Williams, the team’s Director.
The commitment this year of two drivers under 25, Lance Stroll and Sergey Sirotkin, may have influenced Bacardi’s decision, as they wanted older drivers to promote their alcohol brands.
However, Williams has time to look for a new sponsor for the upcoming seasons: « A strong community of partners is essential to our operation, but I wouldn’t assume that we will prioritize looking for a title sponsor above all. » concludes Claire Williams.
