'Martini deal great for F1'

Friday 07-March-2014 11:17

Claire Williams says it is "fantastic" not just for Williams but for F1 as a whole to have Martini back in the sport.

On Thursday, Williams announced that Martini had signed on as their new title sponsor with the team now known as 'Williams Martini Racing.'

"This is amazing, not just for Williams to have brought in a title sponsor with a brand like Martini, that's fantastic for us, but for the sport as a whole," Williams told Autosport.

"To have a brand like Martini sponsor a team is an endorsement for our sport."

Williams was especially delighted given the team's poor run of form in recent years.

The has managed just two races wins in the last ten years which included a seven-year victory drought.

But despite their woes, the deputy team principal says it is Williams' pedigree that drew Martini.

"The history was important to them, the family side was very important to them. We share that we are family-owned companies.

"We are going to do some amazing things and it is really going to help drive interest in Williams, Martini and F1 as well because there is going to be lots of great activation around the races."

However, she revealed that Williams faced some competition from rival teams for the Martini sponsorship.

"Other teams can offer a lot too and we are all fighting as well, it wasn't easy.

"I'm just pleased that at the end of the day we won that competition."

"Some deals can take years and some deals happen just like that and this has been quite quick. For a title sponsor particularly it hasn't taken as long as maybe you would expect it to have done. Talks started last year.

"Both parties at the table wanted to make it happen because they recognise what we as a team can offer a partner and the shared synergies between our brands."

© 2014 - 365 Media Group

Any reproduction, publication or redistribution of this material without the written agreement of 365 Media Group is strictly forbidden.