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Williams Racing continues to build sponsorship portfolio with Royal Bank of Canada

Formula 1 team ROKiT Williams Racing’s latest addition to its sponsorship portfolio is the Royal Bank of Canada.

The organisation will be granted visibility on the nose of the Williams FW43 race car as part of the deal for the 2020 F1 season.

In addition, RBC will be featured throughout the team’s garage and hospitality areas, on teamwear and the drivers’ race suits.

Like other deals recently signed by Williams, there is a link between the team’s new driver Nicholas Latifi and the sponsor. Canadian Latifi has been an ambassador of the bank since 2014

RBC’s vice-president of brand marketing, Matt McGlynn, indicated this was a key factor in driving the deal. He said: “Unlocking the potential of youth and young athletes is a priority at RBC, and this partnership will allow us to continue to support talented Canadian racer Nicholas Latifi as he makes his debut this spring with Formula 1.’’

The 24-year old is also an ambassador for Italian coffee company Lavazza which last week signed a contract with Williams which includes on car branding.

Canadian food manufacturer Sofina Foods will also be present on the FW43 for the 2020 F1 season after extending its association with Williams. The father of Nicholas Latifi, Michael Latifi owns Sofina Foods.

The team continues to reshape its sponsorship portfolio after the departures of Unilever-owned deodorant brand Rexona and Polish oil refiner PKN Orlen, which departed after it was announced driver Robert Kubica would leave the team at the end of the 2019 campaign.

His replacement Latifi begins his F1 career with the Australian Grand Prix, which takes place March 12-15 and marks the start of the 2020 season.