Williams Racing steers in Honibe as new official partner

Williams Racing has signed health and wellness brand Honibe as the race team’s official partner as the 2021 Formula One (F1) season gets underway.

Through the partnership, which will focus on raising Honibe’s global awareness, the brand will receive prominent exposure on the FW43B, appearing on the nose, headrest surrounding area and on the sleeve of the team’s drivers – George Russell and Nicholas Latifi – and senior personal’s team kit from the Bahrain Grand Prix onwards.

Honibe becomes the 20th sponsor in Williams’ inventory, having penned five new agreements in as many weeks ahead of the new campaign.

John Rowe, Chief Executive of Island Abbey Foods, parent company of Honibe, explained: “We are very excited with the partnership with Williams Racing as it aligns with our efforts to extend our reach to other markets and further drive our goal of promoting ‘Honey For Health’ around the world.”

Last summer, Williams F1 was bought out by US-based private equity firm Dorilton Capital in an agreement which was said to value the racing team at around €152 million.

Tim Hunt, Commercial and Marketing Director for Williams Racing, noted: “With Honibe coming from the Dorilton-owned group of companies, this partnership is another demonstration of the new commercial direction for Williams and we look forward to creating a unique integrated approach that helps grow Honibe’s audience on a global scale by demonstrating the benefits of their products to all and for all.”

Williams F1’s new campaign got underway this weekend, as Russell finished 14th from a 15th placed start, whilst the Canadian Latifi was forced to retire on lap 52 due to a suspected boost leak.

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