The Ferrari and Williams Formula One teams have both announced new partnerships ahead of the 2025 season.
Contracts:
- Ferrari add trading platform Vantage Markets as an official partner
- Company will feature across Ferrari’s Formula One ecosystem and platforms
- Williams welcome Built for Athletes as official luggage supplier
- Co-branded collection will also be available for fans to buy
Context:
This is Ferrari’s first new deal of 2025 to sit alongside incoming collaborations with the likes of Chivas Regal, IBM and UniCredit, which were all agreed during the 2024 season. The combination of the Italian outfit being the most famous team on the grid alongside the star power of new driver Lewis Hamilton is proving too good to ignore for brands looking to sign new partnerships.
Meanwhile, Williams’ commercial moves have been more considered ahead of the 2025 season, but the addition of ex-Ferrari driver Carlos Sainz is a cause for optimism after the Spaniard’s switch encouraged Santander to follow him from Maranello to Grove. Built for Athletes will sit alongside a plethora of licensing deals for Williams, including Pedal Mafia, SunGod, and Coachbuilt Whisky.
Comment:
“We are pleased to welcome Vantage Markets as an official partner of Scuderia Ferrari HP,” said Lorenzo Giorgetti, chief racing revenues officer at Ferrari.
“This collaboration is built on shared values of innovation, precision, and performance – core principles that drive both our team in Formula One and Vantage in the world of trading. We look forward to working together to engage our global audiences in exciting new ways.”
James Vowles, team principal of Williams Racing, said: “We are pleased to welcome Built for Athletes to Williams Racing as our official luggage supplier as we prepare to go racing in 2025.
“With the demands of a 24-race schedule in 21 different countries, high-quality luggage is an essential component for Formula One teams and Built for Athletes bring proven performance and a commitment to excellence and innovation that matches our own.”
Coming next:
Both teams will be present at Formula One’s first-of-its-kind season launch event at the O2 Arena in London to commemorate the series’ 75th anniversary on 18th February, where they will unveil their cars for the 2025 season.
Go deeper:
- The comeback trail: How Williams’ new commercial strategy is winning over sponsors
- Three reasons behind Santander’s switch from Ferrari to F1
Looking to unlock more exclusive insights and strategic connections in the motorsport industry?
The BlackBook Motorsport Forum is the destination that connects and inspires top decision-makers and leaders across global motorsport. Join us in London on 27th March 2025 to dissect the critical balance between on and off-track performance, exploring areas such as technical innovation, sustainability and commercial success. Discover more here.