Williams has announced that Lavazza, long-term backers of Nicholas Latifi, will be an official partner of the team for the 2020 season.
The Italian coffee company has sponsored Latifi since 2016 and will have their logo featured on the team’s 2020 car, race suits and throughout the garage.
The news comes as a much-needed boost after the British team lost two major sponsors in Unilever and Orlen, as well as three more minor ones, Symantec, Omnitude and Tata Communications.
“Lavazza and ROKiT Williams Racing share similar values, we build our businesses around passion for work, and for our product,” Claire Williams said in a press release.
“These attributes around innovation and entrepreneurship provide solid foundations for our companies to build a strong partnership.
“I look forward to working with Lavazza and welcoming them into Formula One, for the 2020 season.”
The signing of the young Canadian driver is already proving valuable as shown by this deal and the fact that Sofina Foods, his father Michael Latifi’s company, has also agreed a new and expanded deal with Williams.
“We are thrilled to keep supporting our young ambassador and talent Nicholas Latifi in his new journey in Formula One with the ROKiT Williams Racing team,” said Sergio Cravero, Lavazza’s Group Chief Marketing Officer.
“Through these important partnerships, perfectly in line with our internationalisation strategy, Lavazza is able to develop its brand awareness and to spread the Italian coffee culture all over the world.”