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
Load comments
The underdog F1 squad that thrust Senna into the limelight Prime

The underdog F1 squad that thrust Senna into the limelight

The Toleman TG184 was the car that could, according to legend, have given Ayrton Senna his first F1 win but for Alain Prost and Jacky Ickx at Monaco in 1984. That could be stretching the boundaries of the truth a little, but as STUART CODLING explains, the team's greatest legacy was in giving the Brazilian prodigy passed over by bigger outfits an opportunity

Why Aston Martin is unlikely to repeat Jaguar’s F1 mistakes Prime

Why Aston Martin is unlikely to repeat Jaguar’s F1 mistakes

Two famous manufacturer teams born out of humble midfield origins, splashing the cash while attempting to rise to the top of F1 in record time. There are clear parallels between Lawrence Stroll’s Aston Martin and the doomed Jaguar Racing project of 22 years ago, but Mark Gallagher believes struggling Aston can avoid a similar fate.

Formula 1
May 15, 2022
How rejuvenated Haas recovered its F1 mojo Prime

How rejuvenated Haas recovered its F1 mojo

US-owned but until recently Russian-backed, Haas seems to have reached a turning point in car performance after three gruesome seasons. And it needs to if it’s to attract fresh investment. Team boss Gunther Steiner tells Oleg Karpov how close Haas came to the abyss.

Formula 1
May 14, 2022
How F1 race leaders have now lost their comfort blanket Prime

How F1 race leaders have now lost their comfort blanket

As Formula 1 teams have settled down in understanding the new generation of cars and the way they need to maximise their performance, fresh lessons have emerged. Jonathan Noble investigates how they have brought with them an all-new kind of grand prix racing

Formula 1
May 12, 2022
Gilles Villeneuve's 10 greatest F1 drives Prime

Gilles Villeneuve's 10 greatest F1 drives

Formula 1 lost one of its brightest stars when Gilles Villeneuve was killed during practice for the 1982 Belgian Grand Prix. Forty years on, Motorsport.com picks out the greatest drives by a Ferrari legend

Formula 1
May 11, 2022
The silver lining of Ferrari’s Miami GP defeat Prime

The silver lining of Ferrari’s Miami GP defeat

OPINION: Much was made of Formula 1’s first Miami Grand Prix – what turned out to be a very ‘marmite’ event for both those in attendance and everyone following on TV. But even as the on-track battle between Red Bull and Ferrari it produced continued the negative run of results for the red team, it contained a glimmer it must hope continues to shine

Formula 1
May 11, 2022
How imperfect Miami offered F1's drivers a unique challenge Prime

How imperfect Miami offered F1's drivers a unique challenge

OPINION: Despite all of the stylistic embellishments festooning Formula 1's inaugural Miami Grand Prix, the Miami International Autodrome offered the drivers a unique challenge and punished driver errors; a stark contrast to the usual cast of modern-day circuits

Formula 1
May 10, 2022
Why F1’s turbulent relationship with Russia is nothing new Prime

Why F1’s turbulent relationship with Russia is nothing new

Russia’s involvement in Formula 1 has been big on promise but short on delivery – then reached the end of the road prematurely. MARK GALLAGHER investigates why

Formula 1
May 10, 2022