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Martini strips back on F1 grid with Williams

Iconic MARTINI Brand Returns to F1 Racing as Title Partner of Williams
Thursday, March 06, 2014

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MARTINI, the world’s leading vermouth and best-selling Italian sparkling wine, in partnership with Williams, today announced a multi-year agreement that unites two of the most iconic brands in Formula One racing, creating WILLIAMS MARTINI RACING.

The iconic MARTINI Racing stripes will adorn the new Williams Mercedes FW36 race car that will make its race debut on March 16 in Melbourne, Australia, kicking off the 2014 F1 season. With drivers Felipe Massa and Valtteri Bottas steering the on-track performance for WILLIAMS MARTINI RACING.

The MARTINI brand’s longstanding relationship with motorsport and rich history of both sponsorship and participation in worldwide sporting events began in 1968 with the creation of MARTINI Racing.

With the brand’s return to Formula One, MARTINI will give consumers a taste of life in the fast lane, bringing a renewed sense of Italian style and glamour to the track and beyond so that a new generation will fall in love with the gioia di vivere (the Italian “joy of living”) that MARTINI brings to the world.

“We are thrilled to welcome MARTINI to the Williams family and officially launch WILLIAMS MARTINI RACING,” said Sir Frank Williams, Founder and Team Principal, Williams. “Williams and MARTINI share a rich history in the world of motorsport, and the values of our two brands and our shared passion for racing make this partnership a natural fit. It will be great to see the distinctive stripes of MARTINI Racing return to Formula One once again in unison with Williams.”

“The decision to partner with Williams was a natural one for us as it provides an unparalleled opportunity for the MARTINI brand to connect with consumers through one of their lifestyle passions, Formula One racing,” said Andy Gibson, Chief Marketing Officer of Bacardi and President of Bacardi Global Brands, who oversees marketing for MARTINI other premium brands in the Bacardi portfolio. “MARTINI will give consumers a taste of life in the fast lane, bringing a renewed sense of Italian style and glamour to the track and beyond. WILLIAMS MARTINI RACING provides a powerful, integrated marketing platform and delivers dynamic opportunities that will strengthen the MARTINI brand.”

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