Williams won't sacrifice brand for "last drop of sponsor money" in F1
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 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.
PLUS: The updates Williams hopes will lead to a points-scoring return
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.

Williams FW43B
Photo by: Williams
“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.”
PLUS: The evidence that shows Williams' F1 recovery is real
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.”
Related video

The Mika Häkkinen challenge
Vettel: Nothing to prove to F1 critics who wrote me off

Latest news
Inside the Faenza facility where AlphaTauri’s F1 pragmatic vision is realised
AlphaTauri’s mission in F1 is to sell clothes and train young drivers rather than win the championship – but you still need a cutting-edge factory to do that. Team boss Franz Tost takes GP Racing’s OLEG KARPOV on a guided tour of a facility that’s continuing to grow
Connecting two of Ferrari's favourite F1 sons
Gilles Villeneuve's exploits behind the wheel of a Ferrari made him a legend to the tifosi, even 40 years after his death. The team's current Formula 1 star Charles Leclerc enjoys a similar status, and recently got behind the wheel of a very special car from the French-Canadian’s career
How a 30cm metal wire triggered open warfare in the F1 paddock
Porpoising has become the key talking point during the 2022 Formula 1 season, as teams battle to come to terms with it. An FIA technical directive ahead of the Canadian Grand Prix and a second stay appearing on the Mercedes cars only served to create a bigger debate and raise tensions further
Does Verstappen have any weaknesses left?
Having extended his Formula 1 points lead with victory in Canada, Max Verstappen has raised his game further following his 2021 title triumph. Even on the days where Red Bull appears to be second best to Ferrari, Verstappen is getting the most out of the car in each race. So, does he have any weaknesses that his title rivals can exploit?
How F1's future fuels can shape the automotive sector
In 2026, Formula 1 plans to make the switch to a fully sustainable fuel, as the greater automotive world considers its own alternative propulsion methods. Biogasoline and e-fuels both have merit as 'drop-in' fuels but, equally, both have their shortcomings...
The breakthrough behind Sainz’s best weekend of F1 2022 so far
OPINION: Carlos Sainz came close to winning in Monaco but needed that race’s specific circumstances for his shot at a maiden Formula 1 victory to appear. Last weekend in Canada, he led the line for Ferrari in Charles Leclerc’s absence from the front. And there’s a key reason why Sainz has turned his 2022 form around
Canadian Grand Prix Driver Ratings 2022
Plenty of high scores but just a single perfect 10 from the first Montreal race in three years, as Max Verstappen fended off late pressure from Carlos Sainz. Here’s Autosport’s assessment on the Formula 1 drivers from the Canadian Grand Prix
Why “faster” Ferrari couldn’t beat Red Bull in Canadian GP
On paper the Canadian Grand Prix will go down as Max Verstappen’s latest triumph, fending off late pressure from Carlos Sainz to extend his Formula 1 world championship lead. But as safety car periods, virtual and real, shook up the race Ferrari demonstrated it can take the fight to Red Bull after recent failures