The Williams Racing Formula One team have added Latin American ecommerce and digital payments firm Mercado Libre to their partnership roster.
Contract:
- Mercado Libre logo to feature on Williams car
- Activations incorporating company’s branding planned for Latin American races later in the year
Context:
This is Williams’ latest partnership with a Latin American company since the Grove-based outfit announced last week that Franco Colapinto would drive for the team for the rest of the 2024 season. Colapinto is the first Argentine driver in Formula One for 23 years. The 21-year-old’s promotion helped Williams secure a deal with IT and software development company Globant, which was founded in Argentina, ahead of the Italian Grand Prix.
Formula One’s remaining Latin American races this season are in Mexico and Brazil.
Comment:
“It is fantastic to welcome Mercado Libre into Formula One as a partner with Williams Racing,” said Williams Racing team principal James Vowles.
“Mercado Libre is one of the most important and trusted brands in Latin America, and their decision to partner with us is a demonstration of F1’s position as a truly global sport and Williams as an iconic international sporting franchise.
“As the team which secured Argentina’s last F1 win with Carlos Reutemann, and is writing a new chapter for the country with Franco at the wheel, we are proud to extend our links with a country and region that is so passionate about the sport.”
Coming next:
Mercado Libre’s logo will be on show on Williams’ car starting with the Azerbaijan Grand Prix, which takes place at Baku City Circuit from 13th to 15th September.
Go deeper:
- Williams Racing bring in Globant as latest partner
- The comeback trail: How Williams’ new commercial strategy is winning over sponsors
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