- Nicholas Latifi [Copyright: FIA Formula 2 Championship]

Sofina, Rexona story:

ROKiT Williams Racing has strengthened its commercial deal with Sofina Foods ahead of 2020 F1 season but has likely lost the backing from Rexona.

Sofina joined Williams F1 Team in 2019 when Nicholas Latifi was made the reserve driver and with the Canadian getting promoted to the race seat in 2020, his father's company has thus extended its partnership with the Grove-based outfit.

The new deal means more prominent branding of Sofina as opposed to 2019 where the sticker could be found on the nose of the F1 car. From 2020 onward, the brand will feature on the back of the FW43’s rear wing, as well as the race suits and teamwear.

Deputy team principal Claire Williams said: "We are pleased to announce that Sofina has continued their partnership with the team for a second year. Sofina’s involvement in the sport has been extremely valuable to their long-term vision, and we are committed to helping them achieve their goals.

"We have thoroughly enjoyed working with them and we look forward to this continuing in the year ahead." At the same time, Sofina's Brent Quartermain added: "Having a presence in F1 has brought great value to our company, so it was a logical step to build on that success by increasing our involvement with Williams for the 2020 season.

"F1 is a sport that has mass global appeal and is perfectly suited to our international growth ambitions. We’re looking forward to supporting our friends at ROKiT Williams Racing and aiming for a successful season both on and off the track."

While Williams has got a boost from Sofina, on the other hand, it has lost PKN ORLEN, which moved over to Alfa Romeo Racing with Robert Kubica. They have likely lost Rexona as well, which joined the British F1 outfit as a sponsor in 2014.

The famous logo of the brand - which is owned by Unilever - has been prominent on the Williams car but it seems like the contract which ended in 2019 hasn't been renewed as Rexona no longer features on the team's website's partner listing.

Lavazza story:

ROKiT Williams Racing has added another new partner as Nicholas Latifi's backer Lavazza has joined the team for the 2020 F1 season.

After Sofina Foods - another of Latifi's sponsor - increased its involvement with Williams for 2020 F1 season on Tuesday, Italy's famous coffee brand, Lavazza, has also joined the British outfit as its 'Official Partner'. The brand is part of the larger Sofina group.

Lavazza has backed Latifi for several years and will continue to support him in F1 as well, by joining Williams. It is a significant sponsorship as the brand will feature on the FW43, as well as the garage, hospitality and even the race suit of both the drivers.

Deputy Team Principal Claire Williams, commented: "Lavazza and ROKiT Williams Racing share similar values, we build our businesses around passion for work, and for our product. These attributes around innovation and entrepreneurship provide solid foundations for our companies to build a strong partnership.

"I look forward to working with Lavazza and welcoming them into Formula One, for the 2020 season." At the same time, Lavazza Group Chief Marketing Officer, Sergio Cravero, added: "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."

While the British team has got Sofina Foods and Lavazza as its backers for 2020 F1 season, the Grove-based team has likely lost Unilever-owned Rexona, which has been with the team since 2014 - with the brand no longer featured on the website.

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[Image courtesy: FIA Formula 2 Championship] [Note: This story was also written by me on FormulaRapida.net]

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