Martini has been named as official partner of Formula One team and engineering company Williams. The multi-year agreement, announced at an event in London yesterday (6 March), sees the creation of Williams Martini Racing.
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The new Williams Martini Racing FW36 will debut on March 16 in Melbourne |
The event, which was hosted by former BBC Formula 1 presenter Jake Humphrey and model Jodie Kidd, saw the official unveiling of the new Williams Martini Racing FW36 adorned in the iconic Martini stripes.
Williams Founder Sir Frank Williams said: “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.”
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Williams F1 team and test drivers (L-R): Susie Wolff, Felipe Nasr, Valtteri Bottas and Felipe Massa |
Bacardi Chief Marketing Officer and President of Bacardi Global Brands Andy Gibson added: “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.”
Senior Global Category Director Sandy Mayo added that there will be “endless merchandising opportunities” and that Williams Martini Racing merchandise will be available soon. The Martini stripes will adorn the drivers’ overalls and also the new Williams Martini Racing motorhome. Off the track the iconic stripes will be seen in bars in addition to bottles and gift packs decorated with them.
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Jake Humphrey speaks to Williams Founder Sir Frank Williams |
Martini has a longstanding relationship with motorsport, dating back to 1968 with the creation of Martini Racing. It first entered Formula One in 1972 in partnership with Tecno and has previously partnered with Brabham and Ferrari.
Further details on product and branding initiatives within travel retail will be announced at a later date.
Guests at the event had the opportunity to taste chef Michael Cane’s Italian-inspired dishes and Martini cocktails from world famous mixologists.
The Martini brand celebrated its 150th anniversary last year, celebrations included a gala in Lake Como, Italy.
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