Williams' FW42 will have a new logo emblazoned on its rear endplates from this weekend in Baku following a multi-year partnership signed between the British team and The Financial Times.
The London-based international economic and business newspaper, owned by Japan's Nikkei, makes its entry as a sponsor into Formula 1 with ROKiT Williams Racing, a deal that compliments the FT's successful annual event and content series entitled 'The Business of Formula One'.
"I am delighted to announce the Financial Times as an Official Partner to ROKiT Williams Racing," said deputy team principal Claire Williams.
"In only a few short years, the landscape for marketing and brand exposure has changed significantly for all sports, including Formula One.
"The opportunity to collaborate with the FT to embrace these new forms of media and digital opportunities is hugely exciting for both our team and our existing partners, and I am looking forward to seeing how the partnership develops."
Despite Williams' dismal state of affairs in Formula 1, the company reported healthy financial results for 2018, and even a profit for its beleaguered F1 team.
"This is a hugely exciting partnership between two iconic British brands, both operating globally and at the forefront of their respective fields," said David Buttle, FT Global Commercial Marketing Director.
"The innovative structure of this deal will both extend the FT's brand and bring together complementary commercial assets and capabilities.
"We’re pleased to announce this at a landmark moment for both the FT - which recently secured its 1 millionth paying reader - and Formula One - which just held its thousandth race, in Shanghai."
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