MARTINI, the world’s leading vermouth and best-selling Italian sparkling wine, in partnership with Williams, has announced a multi-year agreement that unites two of the most iconic brands in Formula One racing, creating Williams Martini Racing.
“We are thrilled to welcome MARTINI to the Williams family and officially launch Williams Martini Racing,” said Sir Frank Williams, Founder and Team Principal, Williams. “Williams and MARTINI share a rich history in the world of motorsport, 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 One once again in unison with Williams.”
“The decision to partner with Williams was a natural one for us as it provides an unparalleled opportunity for the MARTINI brand to connect with consumers through one of their lifestyle passions, Formula One racing,” said Andy Gibson, Chief Marketing Officer of Bacardi and President of Bacardi Global Brands, who oversees marketing for MARTINI other premium brands in the Bacardi portfolio. “MARTINI will give consumers a taste of life in the fast lane, bringing a renewed sense of Italian style and glamour to the track and beyond. WILLIAMS MARTINI RACING provides a powerful, integrated marketing platform and delivers dynamic opportunities that will strengthen the MARTINI brand.”
The Williams Martini branded FW36 car will make its race debut on March 16 in Melbourne, Australia, kicking off the 2014 F1 season. Full-scale consumer and fan activations commence in Barcelona in May, heralding the start of the European race sequence.