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Martini to end Williams F1 sponsorship at the end of 2018

Published on 27 Feb 2018 09:29
11
By: Fergal Walsh

Martini will not continue to sponsor Williams after the end of 2018. The brand's famous red, white, blue colour scheme returned in Formula 1 in 2014, when they signed a multi-year deal with Williams.

The two sides, Bacardi Group and Williams discussed about an extension of the current sponsorship, but the deal fell through. The Bacardi Group, which owns Martini, is believed to have decided to divert their resources from F1 as the competition no longer aligns with their strategic interests.

Williams deputy team principal, Claire Williams told Autosport: "We have discussed extending beyond 2018. While we would both like to do so, the Bacardi Group have told us that they will step away entirely from Formula 1 when our contract expires at the end of this year. They have many brands to support and obviously their strategic priorities evolve over time."

Williams has also received significant sponsorship money from SMP Racing as part of the Sergey Sirotkin deal. Also, Lawrence Stroll, is another major source of money. Claire Williams suggested that the team remains financially stable, though Martini's departure is a major blow.

Martini will continue to work with Williams throughout 2018 as they celebrate their 50th anniversary of Martini Racing.

Paul Athes

F1 News Sergey Sirotkin Lance Stroll Williams

Replies (11)

calle.itw

Posts: 8,527
Thats a shame, I liked their livery.
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- Feb 27 2018 - 09:46
- f1fan0101
  
  Posts: 1,804
  Same!
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  Feb 27 2018 - 10:28
ENDR

Posts: 43
Ah, so that means Stroll's and Sirotkin's RESULTS <wink wink> are going to be even more crucial to the team.
Yyyyeah, if he hasn't been doing that already, Kubica should start looking for a different seat for next year :/
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- Feb 27 2018 - 10:05
f1fan0101

Posts: 1,804
Hopefully Williams can take something positive from this
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- Feb 27 2018 - 10:28
f1dave

Posts: 782
So it will be renamed S&S (Stroll/ Sirotkin) Williams and the livery will be the colour of money.
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- Feb 27 2018 - 16:35
Bhurt

Posts: 320
So who buys the team when they're on the brink of bankruptcy?

- Lowe (imagine how happy he is he left Mercedes to join this shitshow of a team)
- Stroll
- Putin
- Ecclestone
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- Feb 27 2018 - 18:16
- calle.itw
  
  Posts: 8,527
  -Lowe isnt really the business kinda guy AFAIK, so he is out
  -Stroll sr. is a part owner in Williams F1, so he is practically already a part of it
  - Putin? Really? Dont think so. He has money to spend on drivers and sponsor deals, but Im not sure if he is ready to put money in another F1 project. Remember Marussia?
  -Ecclestone? Maybe, but if he does, he will milk Williams dry.
  Personally, I hope they'll just strengthen their relationship to Stroll or maybe find a Mercedes linked sponsor. There are plenty of those. Mind, Merc' hasnt been as graceful with their concubines as Ferrari has been to Haas and Sauber.
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  Feb 27 2018 - 20:40
mcbhargav

Posts: 1,332
Much needed kick for Williams, to only focus on results ( er, may be they will start focusing more and more on money now)
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- Feb 27 2018 - 18:49
- calle.itw
  
  Posts: 8,527
  They've been profiting for at least three years in a row now, its about time they start putting that money into the car.
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  Feb 27 2018 - 20:40
ajpennypacker

Posts: 2,475
I have almost no doubt that this was largely driven by the decision to contract a couple of drivers with no track record of success, low name recognition, and non-drinking age. I remember the chatter last year talking about how Williams were under some pressure to get someone over 25 to properly promote Martini. Oh well... I'm sure will see some Russian brand all over the car next year.
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- Feb 27 2018 - 19:00
- calle.itw
  
  Posts: 8,527
  It could be. AFAIK, Martini were not confident in extending from the beginning, they very much saw this as a temporary relationship, and would pull out sooner or later. Williams' unability to meet their desires might've strengthened their decision though. Whatever they get next, I hope their livery will be as nice as their Martini livery was.
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  Feb 27 2018 - 20:42