Bean counters happy at Williams as Lavazza sign as sponsors

The Williams Formula 1 team have announced some changes on the sponsorship front for 2020, including Italian coffee company Lavazza.

Williams have announced that Italian coffee company Lavazza will be on their sponsor roster for the 2020 season, having brewed over the decision since the team signed Formula 2 runner-up Nicholas Latifi as one of their race drivers for the season, with Lavazza being one of his personal sponsors for the last few years. Latifi boasts quite a strong personal sponsorship portfolio, helped by his father being international businessman Michael Latifi.

Lavazza’s logos will appear on the Williams FW43 throughout 2020, as well as on the teamwear and racesuits for both George Russell and Latifi.

Lavazza will be looking to mocha a big impression through their sponsorship deal, with Group Chief Marketing Officer, Sergio Cravero, saying: “We are thrilled to keep supporting our young ambassador and talent Nicholas Latifi in his new journey in Formula One with the ROKiT Williams Racing team. Through these important partnerships, perfectly in line with our internationalisation strategy, Lavazza is able to develop its brand awareness and to spread the Italian coffee culture all over the world.”

On Tuesday, Williams also announced that Sofina Foods will sponsor them as well, stepping up their deal after a small tie-in through 2019 – Sofina Foods were founded by Michael Latifi in the mid-1990s. Sofina will also appear on the Williams car in 2020, with a position on the rear wing.

This means that the only prominent personal sponsor of Nicholas Latifi that hasn’t signed up for a Williams sponsorship is the Royal Bank of Canada.

In less good news on the sponsorship front, it appears Williams have lost Rexona as sponsors as Unilever have chosen to pull the plug on their deal, while Tata Communications, Omnitude and Symantec are also no longer listed on the Williams sponsor page on their website.

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Thomas Maher

Co-owner, Chief Editor and a journalist for - Ireland's only accredited F1 & Formula E website. Enjoy my work -

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