Williams won't sacrifice brand for "last drop of sponsor money"

Williams will not sacrifice the brand of the Formula 1 team to chase the “last drop of sponsor money” following its takeover by Dorilton Capital, says Jost Capito.

Williams won't sacrifice brand for "last drop of sponsor money"
Listen to this article

Williams unveiled its new car for the 2021 season last week, presenting a heavily-revised livery that saw it adopt a striking new white, blue and yellow colour scheme.

The FW43B livery design saw a reduction in size of a number of the sponsorship stickers, leaving a significant amount of blank space on the car.

But the decision was a deliberate one, according to Williams CEO Capito, who explained how the team wanted to strengthen its own identity and display new owner Dorilton’s commitment to the brand.

"It gives a flavour of our new direction and our long-term ambition, and it also signals that the Williams brand will be a focus going forward,” explained Capito.

“Williams Racing is one of the most famous and recognisable names in F1, or indeed in motorsport worldwide, and we believe it is one of our most valuable assets.

“Over the coming months, you will see how we will develop and invest in the Williams brand for the long term.

“It is an approach that has the full backing of Dorilton, and takes preference over chasing the last drop of sponsor money. We will partner with brands that share our vision.

“The new ownership and the strategy we have going forward is already attracting partners, partners that are in contact with us and negotiations going forward.

“It’s too early to give you something, but there will be some announcements soon.”

Read Also:

US investment fund Dorilton completed its takeover of Williams last August, helping secure its finances and bring a much-needed injection of cash to the British team.

Williams has finished last in the constructors’ championship in each of the past three years, but enjoyed an upswing of form in 2020, giving it a boost heading into the new season.

Capito explained how Dorilton was already fully supporting Williams’ required expansion for the future, even going beyond his expectations.

“I can confirm that Dorilton has already invested a lot since they started and since they got the ownership, and they are continuing to do this,” Capito said.

“If we come up with potential performance improvement measures, what we can do, we get the full support from Dorilton and this is absolutely fantastic.

“This is even much better than I expected when I accepted the role. It’s very much the areas we will recognise and we will point out where we have a lot of potential to improve.”

shares
comments

Related video

Leclerc spent more time than ever at Ferrari in F1 2021 build-up
Previous article

Leclerc spent more time than ever at Ferrari in F1 2021 build-up

Next article

The Mika Häkkinen challenge

The Mika Häkkinen challenge
The difference between Mercedes’ stumble and the fall of F1 giants Prime

The difference between Mercedes’ stumble and the fall of F1 giants

OPINION: Mercedes endured its worst season of the hybrid Formula 1 era, but was mercifully spared its first winless campaign in over a decade late on. It has owned up to the mistakes it made which led to its troubled W13. And while its task to return to title-challenging contention is not small, its 2022 season seems more like a blip than the beginning of a downward spiral.

The physical focus bringing out the best from Esteban Ocon Prime

The physical focus bringing out the best from Esteban Ocon

Esteban Ocon likes to point out he’s the first driver since Lewis Hamilton to emerge from a spell as Fernando Alonso’s teammate with a superior overall points record. While some may disagree, as LUKE SMITH discovered, the 2021 Hungarian GP winner reckons it’s not just luck which has made him France’s pre-eminent Formula 1 driver of the moment…

Formula 1
Nov 28, 2022
How Red Bull's dynamic leader Mateschitz shaped its F1 philosophy Prime

How Red Bull's dynamic leader Mateschitz shaped its F1 philosophy

The death of Dietrich Mateschitz last month has not only deprived Red Bull of its visionary founder, it has shorn Formula 1 of one of its most influential benefactors. Mateschitz himself was famously media-shy, preferring to let the brand do the talking on his behalf. And, while it’s now normal to speak of Red Bull F1 titles and champions made, Mateschitz never assumed it would be easy or even possible – as ANTHONY ROWLINSON discovered during this previously unpublished interview from 2006…

Formula 1
Nov 27, 2022
Can Mercedes break Formula 1's cycle of doom? Prime

Can Mercedes break Formula 1's cycle of doom?

OPINION: Teams that have dominated for long periods throughout Formula 1's history often take years to get back to the top of the tree once they've slipped down. But it remains to be seen whether the same will happen to Mercedes after a challenging 2022 season

Formula 1
Nov 24, 2022
What hurt Perez most in his ill-fated fight for second in Abu Dhabi Prime

What hurt Perez most in his ill-fated fight for second in Abu Dhabi

Arguably the favourite in the battle to finish second-best in 2022's Formula 1 standings, Sergio Perez's two-stop strategy at Abu Dhabi couldn't take him ahead of Charles Leclerc when the music stopped - and several key factors ultimately precluded him from the much-coveted runner-up spot.

Formula 1
Nov 23, 2022
The Abu Dhabi momentum that can propel Leclerc and Ferrari to F1 2023 success Prime

The Abu Dhabi momentum that can propel Leclerc and Ferrari to F1 2023 success

OPINION: Charles Leclerc achieved his target of sealing runner-up in the 2022 world championship with a masterful drive behind Max Verstappen in Abu Dhabi. And that race contained key elements that may help him, and Ferrari, go one better in Formula 1 2023

Formula 1
Nov 22, 2022
2022 Abu Dhabi Grand Prix Driver Ratings Prime

2022 Abu Dhabi Grand Prix Driver Ratings

The 2022 Formula 1 season came to a close at the Yas Marina Circuit, where the battle for second in the standings was decided, the wins in a season record extended and a retiring four-time world champion bowed out on a high. Here's how we rated the drivers

Formula 1
Nov 21, 2022
The factors that stopped Perez catching Leclerc in Verstappen's Abu Dhabi triumph Prime

The factors that stopped Perez catching Leclerc in Verstappen's Abu Dhabi triumph

Max Verstappen ended the 2022 Formula 1 season in fitting fashion with a dominant drive to victory in the Abu Dhabi Grand Prix. But behind him, early season rival Charles Leclerc achieved his target of securing the runner-up spot with a well-executed a one-stop strategy to beat Sergio Perez, whose pursuit on a two-stop strategy was hampered by several critical factors

Formula 1
Nov 21, 2022