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ROKiT steps up launch plans with Williams title sponsorship

Formula One motor-racing team Williams has today (Monday) unveiled telco ROKiT as its new title sponsor.

The start-up has signed a multi-year deal as it prepares to launch in both the US and the UK, where Williams is based, next month. ROKiT succeeds Martini as Williams’ title sponsor, with the Italian spirit brand’s five-year contract having expired at the end of the 2018 F1 season.

The new partnership will see the livery of the Williams car change from predominantly white, to a combination of blue and white for the 2019 campaign. In addition to exclusive naming rights, the title partnership will see ROKiT branding adorn the new Williams Mercedes FW42 race car.

ROKiT will also feature prominently on the race suits and helmets of Williams’ race drivers, plus all trackside personnel team kit. Off track, consumers will have what Williams claims will be a unique opportunity to connect with the team through race lifestyle content and interactive activations surrounding key races.

ROKiT is working internationally to develop smart cities and is currently rolling out public Wi-Fi across 27 of India’s largest cities, with a vision to create smart cities in 10 other countries in the next three years.

There is also a range of handsets that make up the ROKiT portfolio, with one of the key innovations being glasses-free 3D. ROKiT is aiming to go further than standard talk, text and entertainment bundles. Its lifestyle package, called ROK Life Services, includes vehicle breakdown, recovery and home start, plus lost or broken key cover and worldwide personal accident insurance, as well as telemedicine.

Jonathan Kendrick, chairman of ROK Brands, said: “With ROKiT launching in 2019 we wanted a global platform that would help us tell our story of innovation. Williams Racing is the perfect partner. With them we can bring F1 to audiences in new and pioneering ways.

“Through our glasses-free 3D technology and our Wi-Fi capabilities, we aim to make Formula One even more accessible for all. Williams Racing exists purely to race in the top echelon of motor racing and we see the exciting partnership of ROKiT Williams Racing as the beginning of an ambitious and exciting road back to the podium.”

Williams represents ROKiT’s latest major sponsorship partner. In October, it agreed a multi-year jersey deal with NBA basketball franchise the Houston Rockets.