A new partnership between Williams and Gulf Oil International was among the more intriguing F1 commercial announcements of the winter. adamcooperF1 considers its impact for both parties 📝
Relative to the size of the actual logos of the car, the deal received a lot of media coverage thanks to the familiarity of the brand across motorsport, and the perceived iconic status of its orange and blue colours.
The company wasn't finished with F1 however, and Gulf Oil International CEO Mike Jones began looking for an alternative home – not an easy task given how many teams already had clashing deals. "It's very attractive for us as well to have sponsorship across the Academy and Esports. Gulf is known as the iconic brand. Iconic is sometimes misinterpreted as old, and Esports was very attractive to us, because it brings Gulf into the younger generation. And finally the culture here is very much one of passion, very much one of teamwork. We really liked what we saw, and we felt it was a good fit.
"Of course, Gulf being an absolutely iconic brand really helps us in terms of our positioning of Williams." "Of course, anything we do in the future is going to be bigger and better than before," he says."We have a lot of Gulf fans around the world, we have a lot of requests for our livery. We want our delivery to be special.
"When I came to Williams I realised was that there's an in-house team managing over 35 Esports racers that compete in over 1000 races in different series of virtual motorsports around the world. So that's a much broader proposition, and they actually run teams on behalf of other motorsports rights holders as well.
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