JANUARY 20, 2006
An interesting new deal for Williams
Williams F1 has been an innovator in sponsorship for some years and the team has just announced a deal with Dutch multinational employment company Randstad. This is the fourth largest employment company in the world with more than 2000 offices in 13 Europe and the United States. It has an annual turnover of $6bn and is looking to expand the business further.
The deal will see Randstad branding at the races but this will not be on the cars themselves. More importantly, however, the company will be allowed to use images of Williams to communicate its products.
There are an increasing number of such "deals by association" in Formula 1 these days and they provide considerable income for teams which have the reputation that companies wish to associate with.
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