Latifi steps up Williams sponsorship investment

Mark Scott


Williams and Michael Latifi have forged a closer partnership via a new and expanded deal with his food product manufacturing company Sofina Foods.

Williams, who have finished rock bottom of the Constructors’ Championship for two consecutive years, had already lost two major sponsors in the form of Polish oil company Orlen, who are now co-title sponsors at Alfa Romeo, and Unilever, whose deal to promote their deodorant brand Rexona expired at the end of the season.

Other minor sponsors in software company Symantec, the blockchain platform Omnitude and Tata Communications have also departed, but a new deal with Sofina Foods has been agreed to help counter the exits.

Sofina Foods initially joined as a Williams sponsor ahead of the 2019 season, but now the brand will feature on the rear wing of the new car and there will also now be prominent branding on all teamwear, plus in the garage and the hospitality areas.

“Having a presence in Formula 1 has brought great value to our company, so it was a logical step to build on that success by increasing our involvement with Williams for the 2020 season,” Brent Quartermain, Sofina Foods executive vice-president and chief commercial officer, said.

“Formula 1 is a sport that has mass global appeal and is perfectly suited to our international growth ambitions.

“We’re looking forward to supporting our friends at ROKiT Williams Racing and aiming for a successful season both on and off the track.”

Michael Latifi, whose son, Nicholas, will be driving for Williams this season is the founder, chairman and chief executive of Sofina Foods.

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