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 won't sacrifice brand for "last drop of sponsor money" in F1

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

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.”

shares
comments

Related video

The Mika Häkkinen challenge

Previous article

The Mika Häkkinen challenge

Next article

Vettel: Nothing to prove to F1 critics who wrote me off

Vettel: Nothing to prove to F1 critics who wrote me off
Load comments
The squandered potential of a 70s F1 underdog Plus

The squandered potential of a 70s F1 underdog

A podium finisher in its first outing but then never again, the BRM P201 was a classic case of an opportunity squandered by disorganisation and complacency, says STUART CODLING

Formula 1
Sep 18, 2021
The other notable Monza escape that F1 should learn from Plus

The other notable Monza escape that F1 should learn from

OPINION: The headlines were dominated by the Italian Grand Prix crash between Max Verstappen and Lewis Hamilton, who had the halo to thank for avoiding potentially serious injury. But two days earlier, Formula 1 had a lucky escape with a Monza pitlane incident that could also have had grave consequences

Formula 1
Sep 17, 2021
How Monza only added more questions to F1's sprint race conundrum Plus

How Monza only added more questions to F1's sprint race conundrum

With two sprint races under its belt, Formula 1 must now consider its options for them going forward. While they've helped deliver exciting racing on Sundays, the sprints themselves have been somewhat lacking - creating yet another conundrum for F1 to solve...

Formula 1
Sep 16, 2021
Who should Alfa Romeo sign for 2022's F1 season? Plus

Who should Alfa Romeo sign for 2022's F1 season?

OPINION: With Valtteri Bottas already signed up for 2022, all eyes are on the race for the second seat at Alfa Romeo next year. Antonio Giovinazzi is the current incumbent, but faces a tough competition from appealing short and long-term prospects

Formula 1
Sep 15, 2021
The "forced break" that was key to Ricciardo's Monza excellence Plus

The "forced break" that was key to Ricciardo's Monza excellence

OPINION: Daniel Ricciardo has long been considered one of Formula 1’s elite drivers. But his struggles at McLaren since switching from Renault for 2021 have been painful to watch at times. Yet he’s recovered to banish those memories with a famous Monza win – built on a critically important foundation

Formula 1
Sep 14, 2021
How Verstappen is ruining his F1 title battle with Hamilton Plus

How Verstappen is ruining his F1 title battle with Hamilton

OPINION: The Italian GP clash between Lewis Hamilton and Max Verstappen followed a running theme in the 2021 Formula 1 title fight. Their close-quarters battles have often resulted in contact - and although Hamilton has shown a willingness to back off, Verstappen must learn to temper his aggression

Formula 1
Sep 14, 2021
Italian Grand Prix Driver Ratings Plus

Italian Grand Prix Driver Ratings

Two drivers produced maximum-score performances as, for the second year in a row, Monza threw up an unpredictable result that left several others ruing what might have been

Formula 1
Sep 13, 2021
Why Ricciardo was set for Monza F1 triumph even without Verstappen/Hamilton crash Plus

Why Ricciardo was set for Monza F1 triumph even without Verstappen/Hamilton crash

The clash between Max Verstappen and Lewis Hamilton was the major flashpoint the 2021 Italian Grand Prix will be remembered for. Yet by this point, race leader Daniel Ricciardo had already done the hard work that would put him in position to end his and McLaren's lengthy win droughts, on a memorable afternoon in Monza

Formula 1
Sep 13, 2021