Williams Formula 1 racing team has announced that Lavazza will be added to their list of sponsors for 2020.
Lavazza’s logo will appear on the car, teamwear and the race suits of drivers George Russell and Nicholas Latifi.
The relationship seems to have developed through Lavazza’s personal sponsorship of Latifi, (Formula 2 runner up in 2019), and his graduation to F1.
To keep things in the family, Sofina Foods, (owned by Nicholas’s father Michael), was also confirmed as a Williams sponsor for this season.
Lavazza Group Chief Marketing Officer, Sergio Cravero, said :
“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.”
Lavazza’s competitor, Segafredo, already has a presence in F1 with the McLaren team.
Williams-Mercedes finished last in the 2019 constructors’ championship in 2019, with their drivers occupying the bottom two places in the drivers’ championship.
This sponsorship continues Lavazza’s increasing presence as a Sports sponsor, adding to a list which includes Grand Slam Tennis, Royal Ascot Horse Racing, and EPL Football (with Liverpool and Arsenal).