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ROK Group expands Williams commitment

George Russell of Williams walks from his car after crashing during the 2019 Russian Grand Prix (by Charles Coates/Getty Images)

The ROK Group has further enhanced its association with Williams through its ROKiT Drinks brand agreeing a multi-year sponsorship deal with the Formula One motor-racing team.

Commencing with the 2020 season, ROKiT Drinks will promote various brands within its portfolio including Bogart Spirits, ABK Beer and Bandero Tequila. ROKiT Smart Cities, which aims to bring wide area mesh networking WiFi XL services to communities across the world, will be more widely used at races when alcohol branding is not permitted in the host country.

These brands will feature prominently on the Williams race car, as well as race suits and helmets of the team’s drivers, plus all trackside personnel team kit from 2020.

The latest agreement comes after ROK Group’s ROKiT Phones arm in July struck an extension to its title sponsorship deal with Williams. ROKiT’s original contract was only signed in February, but the company committed to extend the deal from three to five years, taking the relationship through to the end of the 2023 season.

Jonathan Kendrick, chairman of ROK Group, said: “Rather than just being a passive sponsor, ROKiT has become very much a pro-active partner with Williams over the course of this season and, as such, we are extremely excited and pleased to further increase our involvement and investment with the team through ROKiT Drinks with a view to a successful future together.”

Claire Williams, deputy team principal of Williams Racing, added: “We have enjoyed working with ROKiT over the past 12 months and their unwavering support during a challenging time has been a huge motivation to everyone at Williams. We look forward to expanding our relationship through this new partnership with ROKiT Drinks and look forward to what the future may hold as we continue to fight our way back towards the front of the grid together.”