FT enters Formula One with Williams

Formula One motor-racing team Williams has agreed a multi-year partnership with UK newspaper the Financial Times.

The agreement represents the FT’s first partnership in F1, complementing its annual event and content series entitled ‘The Business of Formula One’.

The FT becomes an official partner of Williams ahead of this weekend’s Azerbaijan Grand Prix. Its logo will appear on the inside of the rear-wing end plate of the British team’s car during the remainder of the 2019 season.

The deal is designed to increase both organisations’ visibility among global, influential audiences and combine marketing assets, enabling Williams’ commercial partners to access integrated sponsorship and advertising solutions.

Claire Williams, deputy team principal of Williams Racing, said: “In only a few short years, the landscape for marketing and brand exposure has changed significantly for all sports, including Formula One.

“The opportunity to collaborate with the FT to embrace these new forms of media and digital opportunities is hugely exciting for both our team and our existing partners, and I am looking forward to seeing how the partnership develops.”