Click through to view Williams Martini Racings FW36 Formula One car

Click through to view Williams Martini Racing's FW36 Formula One car

View 1 related image

Bacardi has secured a major motorsport sponsorship deal for the Martini vermouth and sparkling wine brand.

The company announced earlier today (6 March) that Martini, which was created in Turin in 1863, will be the lead sponsor of the Williams Formula One racing team. Williams Martini Racing, as the team will be known, was unveiled at a press event in London.

The “multi-year agreement” gives Martini exclusive naming rights, with the brand appearing on the livery of the new FW36 race car. Off-track activations will run in the cities hosting grand prix starting from this coming season.

Financial details behind the agreement were not disclosed.

“Williams Martini Racing provides a powerful, integrated marketing platform and delivers dynamic opportunities that will strengthen the Martini brand,” said Andy Gibson, CMO of Bacardi and president of Bacardi Global Brands.

The Martini brand's relationship with motorsport dates back to 1968, when it was lead sponsor of Martini Racing. Four years later, the brand entered Formula One when it partnered with Tecno for a year. More recently, Martini was an official partner of Team Ferrari between 2006 and 2008.

This year's Formula One season starts next weekend with the Australian Grand Prix in Melbourne.

Bacardi acquired the Martini & Rossi group in 1993.

For a company-sourced video of the launch event, click play, below.