THG to activate Williams F1 partnership with Right Formula

Sports marketing agency to deliver programme across strategy, communications, digital, hospitality and events.

THG has appointed Right Formula to activate its partnership with the Williams Formula One team.

Confirmed:

  • Right Formula to deploy a range of services to deliver the programme
  • Strategy, communications, digital, hospitality and events to be utilised

Context:

The partnership, which was announced before the United States Grand Prix in Austin, Texas, is THG’s first agreement in the world of sports. The tech platform’s global brands – Myprotein, Ingenuity and THG Eco – have partnered with the Grove-based team across nutrition, technology, ecommerce and sustainability.

Comment:

Robin Fenwick, chief executive and founder of Right Formula, said: “We are excited to be working with THG to activate its innovative partnership with Williams Racing that will see them promote three businesses through one team: Myprotein, Ingenuity and THG Eco.

“Right Formula’s reputation is built on working with major brands like THG as they enter and navigate the sports sponsorship arena. Today’s Formula One audience is younger and more digitally engaged than ever before, making it an exciting time for THG to get involved.”

Coming next:

The final race of the 2024 Formula One season takes place in Abu Dhabi this weekend from 24th to 26th November.

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